Newspapers, radio and TV believe they have that power (we have been studying that since the 30's) but it's really not that simple. Last I checked it's still word-of-mouth and close IRL peer influence that works.

> And do you understand microtargeting?

Unfortunately, yes.

It works, and it probably has the largest effect, but that doesn't prevent other things from working. If you factor in that IRL influence is hard to manufacture, whereas you can just buy ads on various platforms and show them to lots of people, mass advertising can easily come out ahead in terms of cost.

Now, don't get me wrong. Selling cigarettes or other things through influencers, social network ad campaigns and social network campaigns work for some products. Elections ? I'd like to see the numbers and I'd be happy (and scared) to change my opinion.