TY - JOUR
TI - Precise profiling of Facebook users or reading tea leaves? Critical analysis of the algorithm created by Michał Kosiński and used by Cambridge Analytica
AU - Doliwa, Urszula
AU - Grochulski, Łukasz
AU - Sobolewska, Paulina
AU - Łochowska, Katarzyna
AU - Motyka, Kamila
AU - Wojdyna, Karolina
AU - Choroszewski, Kamil
TI - Precise profiling of Facebook users or reading tea leaves? Critical analysis of the algorithm created by Michał Kosiński and used by Cambridge Analytica
AB - 
	In the article the operation of the tool ApplyMagicSauce.com was analyzed. It was created by researchers in order to make the profilization of social media users possible and became famous when the principles of operation of this tool were used by the company Cambridge Analytica, involved in the presidential campaign of Donald Trump as well as the supporters of the British withdrawal from the European Union. A group of six people consisting of one lecturer and students of journalism and social communication decided to undergo a study using this tool, providing data from their private profiles on Facebook. The goal was to show how the tool works and the critical analysis of its effectiveness. The study was conducted in November 2017.
VL - 2018
IS - Volume 61, Issue 3 (235)
PY - 2018
SN - 0555-0025
C1 - 2299-6362
SP - 529
EP - 544
DO - 10.4467/22996362PZ.18.032.10134
UR - https://ejournals.eu/en/journal/zeszyty-prasoznawcze/article/precyzyjne-profilowanie-uzytkownikow-facebooka-czy-wrozenie-z-fusow-krytyczna-analiza-dzialania-algorytmu-stworzonego-przez-michala-kosinskiego-i-wykorzystanego-przez-firme-cambridge-analytica
KW - Internet
KW - Facebook
KW - social media
KW - algorithm
KW - Big Data