Digital Influence Machine (DIM) allows political actors to zero in on those believed to be the most receptive and pivotal audiences for very specific messages. We argue that the use of the DIM to identify and target weak points where groups and individuals are most vulnerable to strategic influence is a form of weaponization. The goals of weaponized DIM campaigns will be to amplify existing resentments and anxieties, raise the emotional stakes of particular issues, stir distrust among potential coalition partners, and subtly influence decisions about political behaviors. In close elections, if these tactics offer even marginal advantages, groups willing to engage in ethically dubious machinations may reap significant benefits. Future ethical guidelines for political advertising could be developed in collaboration with independent committees representing diverse communities and stakeholders.
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