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Oktober 2019

Wie Microtargeting den Wahlkampf in Europa revolutioniert

The Research Center for Legal Questions of Digitalization Processes (“FREDI”) at the University of Passau is organising a two-hour panel discussion on the topic "Von Brexit bis Bundestagswahl – Wie Microtargeting den Wahlkampf in Europa revolutioniert [From Brexit to Bundestag Election - How Microtargeting is Revolutionising the Election Campaign in Europe]."

Keno Potthast, doctoral candidate at the HBI, will give a lecture on "Microtargeting im Spannungsfeld von Kommunikations- und Rechtswissenschaft [Microtargeting in the Field of Tension between Communication Science and Law]" and will be one of the panelists at the subsequent panel discussion.

About the Event

The Brexit "Vote Leave" campaign or the 2017 Bundestag election campaign clearly showed that a digital revolution was also taking place in election campaigns. While microtargeting has been used for political campaigns in the USA for some time now, the European countries are slowly catching up. But what about this election campaign technique - where are the opportunities, where are the risks and how can the whole thing be legally evaluated? 

Microtargeting is a communication strategy in which individualised election advertising (e.g. via Facebook) can be used to target specific individuals (groups). This method makes it possible to address individual citizens directly with individually coordinated content. At the same time, however, microtargeting also offers great potential for abuse, especially if it serves to disseminate false information. Data occupies a central position in this election campaign strategy, which also raises questions concerning data protection law.
Experts from research and practice will discuss the advantages and disadvantages as well as the legal basis of microtargeting with the public.


6:00 p.m. to 6:15 p.m.: Welcome address by Prof. Dr. Kai von Lewinski, short introduction of the speakers by moderator Prof. Dr. Jan H. Schumann
6:15 p.m. to 6:30 p.m.: „Rechtliche Grundlagen der gezielten Wähleransprache [Legal Foundations of Targeted Voter Address]“, Tristan Radtke, lawyer and web developer
6:30 p.m. to 6:45 p.m.: „Microtargeting als gezielte Wähleransprache [Microtargeting as a Targeted Voter Address]“, Conrad Clemens, managing director of the CDU Saxony and election campaign manager for the local, European and state elections in Saxony 2019
6:45 p.m. to 7:00 p.m.: „Microtargeting im Spannungsfeld von Kommunikations- und Rechtswissenschaft [Microtargeting in the Field of Tension between Communication Science and Law]“, Keno Christoffer Potthast, Leibniz Institute for Media Research | Hans-Bredow-Institut (HBI), Hamburg
7:00 p.m. to 10:00 p.m.: Discussion, moderated by Prof. Dr. Jan H. Schumann, University of Passau

The event is open to the public. Registration is not required.

Infos zur Veranstaltung


Universität Passau
Innstraße 41
94032 Passau

Contact person

Keno Christoffer Potthast
Junior Researcher Media Law

Keno Christoffer Potthast

Leibniz-Institut für Medienforschung | Hans-Bredow-Institut (HBI)
Rothenbaumchaussee 36
20148 Hamburg
Tel. +49 (0)40 450 21 7 31
Fax +49 (0)40 45 02 17 77

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