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When Democracy Spoke for All

There was a time when democracy belonged to the people—not to wallets or ad budgets, but to voices and ideas.

It was messy. It was passionate. It was imperfect.
But it was ours.

Today, that promise feels further away.

What happens when the voice of a citizen is no longer measured by the strength of their argument but by the size of their wallet? What happens when democracy becomes a game of pay-to-play—when influence is bought, not earned? Well basically what we see all over our world.

The Cost of Being Heard

Here’s the truth:
In the 2024 U.S. elections, political ad spending shattered records—$10 billion spent to buy clicks, impressions, and algorithmic nudges.

And this isn’t just an American story. Between 2020 and 2023, political ad spending on Google / youtube network surged across Europe.

  • Germany spent 5.4 million euros on Google platforms.
  • Hungary spent 3 million euros.
  • The Netherlands followed with 2.6 million euros.

In comparison, top political spenders on Meta in the countries with the most campaign ad spending were more diverse. Three right-wing and far-right parties, like Belgium’s Vlaams Belang, topped the charts alongside Spain, Italy, and Sweden’s socialist and social-democratic parties. 

While digital platforms allow politicians to reach millions, they also create new risks. Low-cost, high-reach ads enable more voices—but at what cost to democracy?

The New Political Battlefield

Digital technologies have completely transformed political campaigning. Social media platforms like Facebook, YouTube, TikTok and Instagram and ads across the Google/Youtube network offer politicians massive reach at a fraction of the cost of traditional media.

But there’s a dark side to this transformation.

Big data and micro-targeting have turned political advertising into a tool for emotional manipulation and voter exploitation. Platforms collect personal data—preferences, interests, fears—and hand it over to campaigns. Malicious actors tailor messages to trigger specific emotions, often using disinformation to sway public opinion.

And the cost isn’t just to political debate. It’s to our freedom of opinion, our access to transparent information, and our trust in democracy itself.

Why Transparency Matters

The European Union has taken steps to address this and hopefully change things for the better. In February 2024, the European Parliament adopted new transparency rules for political advertising. These rules aim to:

  1. Ensure political ads are clearly labelled.
  2. Reveal who sponsored the ad, how much they paid, and why a user was targeted.
  3. Ban micro-targeting based on sensitive personal data—such as ethnicity, religion, or sexual orientation.

For the first time, sponsoring ads from outside the EU will also be banned in the three months leading up to elections.

Sandro Gozi, the MEP leading the effort, put it simply:

“Digital technologies make citizens more vulnerable
to disinformation and foreign interference. Now more than ever, it is crucial to safeguard our democratic and electoral processes. The rules adopted today play a pivotal role in helping citizens discern who is behind a political message and make an informed choice when they head to the polls. With the European elections approaching, we urge all major online platforms to start applying the new rules as soon as possible and ensure the digital space remains a safe place to exchange political ideas and opinions”

Transparency is a start—but it doesn’t erase the deeper problem: money still determines who gets heard and this will continue to apply.

The Divide Widens

The U.S. has yet to adopt similar measures, leaving its political advertising landscape wide open to manipulation and exploitation. While the EU attempts to protect voter trust, the U.S. continues to favor unregulated ad spending, allowing disinformation and algorithmic dominance to flourish unchecked.

This imbalance is growing, and with it, the gap between those who can afford to play—and those left behind.

When the Margins Rise

And yet, there’s hope.

In 2020, Stacey Abrams and her grassroots organization Fair Fight Action transformed voter turnout in Georgia. Through community organizing, digital outreach, and relentless advocacy, her team overcame systemic barriers to reach voters who had long been excluded from the political process.

Her success wasn’t powered by the biggest ad budget. It was fueled by purpose and the belief that democracy works best when everyone participates.

This story reminds us: Money matters, but passion and persistence can still punch through.

The Real Cost of Silence

If democracy becomes something you can buy, what happens to those who can’t afford it?

What happens to voters when they can’t trust the information they see?
What happens to elections when money doesn’t just buy ads—it buys influence?

The European Union’s steps toward transparency are progress. But the real question remains:

Who gets heard? Who gets silenced? And what future are we building when the price of political influence keeps rising?

In the end, it is all about what kind of democracy we want

One where the wealthiest voices dominate—or one where every citizen has a seat at the table?

What happens when the algorithms we trust to inform us are rigged to reward dollars/euros etc over discourse?

Democracy isn’t a product. It’s not a brand. It’s a promise. A promise that belongs to all of us—not just those who can afford to buy in.

The question is: Will we fight for that promise?

Corruption. It’s the shadow cast by power. Governments collapsing under scandal. Corporations exploiting the very communities they claim to serve. Leaders enriching themselves while the people they represent struggle to make ends meet.

In Brazil, the Lava Jato scandal revealed billions siphoned away through corruption.

The Panama Papers exposed how the wealthy and powerful hide their fortunes, evading responsibility. And in nations both rich and poor, trust in institutions continues to erode.

By 2024, Pew Research reported that a median of 59% are dissatisfied with how their democracy is functioning while a massive 74% think elected officials don’t care what people like them think

We’ve tried reforms. We’ve protested, legislated, and rebuilt systems. But what if the problem isn’t the people in charge? What if it’s the very idea of hierarchy itself?

Imagine a world where there are no leaders—because there’s no need for them.

A world where decisions aren’t made by those at the top but emerge from the collective intelligence of communities. Where power isn’t centralized in capitals or boardrooms but distributed across transparent, decentralized systems.

Thanks to AI, blockchain, and other emerging technologies, it’s now becoming a real possibility. But what would it take to get there—and what would we lose along the way?

What Does a World Without Hierarchies Look Like?

Hierarchies have been humanity’s go-to solution for millennia. From monarchies to multinational corporations, they promise structure, efficiency, and leadership. But they also concentrate power in ways that enable exploitation and inequality.

A decentralized society would turn that model upside down. Instead of presidents, CEOs, or influencers calling the shots, communities would govern themselves using collective decision-making. Technology would replace authority, ensuring fairness, transparency, and accountability.

Here’s how it could work:

The Building Blocks of Decentralization

  1. AI as the Arbiter of Fairness
    AI systems could mediate decisions that once required human leaders, free from bias or self-interest. For example:
    • Resource allocation during a drought. Urban planning decisions based on real-time data about community needs.
    Imagine an AI that listens to every voice in a community and proposes solutions optimized for fairness. No favoritism. No lobbying. Just equitable outcomes.
  2. Blockchain-Based Governance
    Blockchain technology could create tamper-proof systems for voting, resource distribution, and accountability. Every decision would be recorded transparently, ensuring no backroom deals or hidden agendas.Picture a government where citizens vote on policies directly, with every vote securely recorded and publicly accessible. Leaders wouldn’t govern—you would.
  3. Community-Driven Economies
    Instead of multinational monopolies, decentralized systems would empower local markets. Smart contracts on blockchain platforms would ensure fair wages, ethical sourcing, and equitable profit distribution.Think of a farmer selling directly to consumers worldwide, bypassing middlemen while ensuring sustainable practices.

What Happens to Identity Without Leaders?

But decentralization isn’t just a technological shift—it’s a cultural one. Hierarchies don’t just organize societies; they shape how we see ourselves.

  • Without Leaders, Who Inspires Us?
    Celebrities, politicians, and CEOs aren’t just authority figures—they’re symbols. In a world without hierarchies, where do we find inspiration? Can the masses survive without them?
  • Without Status, What Drives Ambition?
    If there’s no ladder to climb, how do we define success? Does competition fuel creativity, or does it stifle it?
  • Without Power, Who Takes Responsibility?
    Decentralization requires participation. It’s not enough to vote once in a while or consume passively. In a leaderless world, we all have to step up.

The Risks of Decentralization

While decentralization offers immense potential, it’s not without risks:

  1. Gridlock
    Without centralized authority, decision-making could become paralyzed by disagreement. How do you resolve conflicts when there’s no one to mediate?
  2. Manipulation of Technology
    If AI and blockchain govern society, who builds and controls these systems? Can we trust algorithms to be fair—or will they reflect the biases of their creators?
  3. The Return of Hierarchies
    Even in decentralized systems, power could consolidate in new ways. Tech elites could shape algorithms, or charismatic figures could dominate community dynamics.

Technology alone won’t solve our problems. The real test of decentralization isn’t whether we can build the tools—it’s whether we can ensure those tools serve everyone, not just the powerful few.

A Decentralized Future: Promise or Peril?

Decentralization isn’t just about dismantling hierarchies. It’s about building something better. Imagine a world where:

  • Power is shared, not hoarded.
  • Resources are distributed based on need, not influence.
  • Communities govern themselves, free from exploitation and corruption.

But decentralization isn’t inevitable. It requires bold thinking, careful planning, and a willingness to challenge deeply ingrained systems which the power elites without massive uprisings and revolutions would never allow it to happen.

Progress doesn’t happen by accident. It happens because people dare to ask: ‘What if?’ What if power didn’t flow from the top down but from the bottom up? What if fairness wasn’t a privilege but a principle? What if we could reimagine not just who leads us, but how we lead ourselves?

A world without hierarchies isn’t just a possibility—it’s a choice

The question isn’t whether we can build it. The question is whether we will.

Imagine a society where corruption is impossible because transparency is built into every decision, where inequality is dismantled because power is distributed equally. Where leadership isn’t a position—it’s a collective responsibility.

The future isn’t written by the few. It’s written by all of us.

So let’s ask ourselves: What kind of world do we want to create? One defined by the failures of the past—or one shaped by the possibilities of the future?

Because the time for bold ideas isn’t someday. It’s now while the old world starts to disappear.

Imagine this: You’re scrolling through your social media feed when an ad catches your eye. It doesn’t just feel relevant—it feels personal. The language, the tone, the imagery—it all resonates in a way that’s almost unsettling. What you don’t realize is that this ad wasn’t crafted for everyone. It was designed for you.

In the past, political campaigns spoke to crowds. Now, they whisper directly into your mind.

Back in 2016, Cambridge Analytica showed us a glimpse of what was possible. By analyzing Facebook likes, they targeted voters with messages tailored to their fears and desires. It was revolutionary—and deeply controversial. But today’s AI has taken that strategy and supercharged it. What was then an experiment in manipulation is now a fully operational playbook for the future of politics.

This isn’t the next chapter in political campaigning. It’s an entirely new book.

The Evolution From Persuasion to Precision Manipulation

Political campaigns used to rely on broad strokes—one message, broadcast to as many people as possible. AI has flipped that strategy on its head. Now, campaigns don’t just speak to you—they adapt to you, learning from your behavior and predicting what will move you most.

Here’s how it works:

  • Hyper-Targeted Ads: AI analyzes your online behavior, from your search history to your Instagram likes, building a psychological profile that reveals your deepest motivations. If you’re worried about the economy, you’ll see ads promising financial stability. If you’re passionate about climate change, you’ll get ads highlighting a candidate’s green policies. No two voters see the same campaign.
  • Emotionally Engineered Content: AI identifies the emotional triggers most likely to influence your decisions—fear, hope, anger—and crafts messages designed to exploit them. These ads aren’t just persuasive; they’re irresistible.
  • Real-Time Adaptation: AI doesn’t just learn from your behavior—it learns from itself. Campaigns can test and refine ads in real time, ensuring that each one is more effective than the last.

The result? Campaigns don’t need to convince you with ideas. They just need to push the right buttons.

Cambridge Analytica Was Just the Beginning

In 2016, Cambridge Analytica scraped data from Facebook to influence elections. They didn’t just advertise—they used psychographic profiling to manipulate voters’ emotions. It was a scandal that rocked the world.

But compared to today’s AI capabilities, Cambridge Analytica looks like a rusty tool. AI doesn’t just scrape your data—it synthesizes it. It doesn’t just profile you—it predicts you. And it doesn’t just create ads—it crafts an experience so personalized, you won’t even realize you’re being influenced.

Imagine this: Two neighbors in the same swing district receive completely different messages from the same campaign. One sees a hopeful ad about unity and progress. The other sees a fearmongering ad about crime and instability. Neither knows the other’s reality. Both think their version is the truth.

This is the future of elections.

When Democracy Becomes Psychological Warfare

AI-driven political advertising isn’t just changing how campaigns operate—it’s changing what we believe. Here’s why it matters:

  1. Polarization: By feeding voters content tailored to their biases, AI creates echo chambers that deepen divisions. When every voter sees a different version of reality, how can we have a shared understanding of the truth?
  2. Erosion of Trust: When political campaigns rely on manipulation rather than transparency, voters lose faith—not just in the candidates, but in the democratic process itself.
  3. Loss of Free Will: At its most extreme, AI doesn’t just influence your decisions—it makes them for you. When algorithms know your thoughts better than you do, are you really in control?

The Dystopian Future of Elections

Picture a future election where AI doesn’t just craft ads—it shapes reality. Political campaigns deploy fleets of AI-generated influencers to flood social media with tailored messages. Bots engage in conversations, posing as real people to sway public opinion. Algorithms decide which news stories you see, steering you toward narratives that align with a candidate’s agenda.

The result? An electorate divided not by ideology, but by manipulated realities. Democracy isn’t just under threat—it’s unrecognizable.

How We Fight Back

Democracy doesn’t just happen. It’s built on trust—trust in our leaders, trust in our institutions, and trust in each other. When campaigns stop appealing to our better angels and start exploiting our fears, we don’t just lose elections. We lose the very essence of democracy itself.

So, how do we fight back?

  • Transparency Laws: Campaigns and politicians must disclose when ads are AI-generated and reveal how they target voters. If voters don’t know who or what is behind the message, they can’t make informed decisions.
  • Regulating Micro-Targeting: Limit the use of personal data to prevent campaigns from exploiting individual vulnerabilities.
  • Digital Literacy: Equip voters with the tools to recognize manipulation and think critically about the content they consume.

But will politicians ever pass such laws?

The rise of AI in politics is inevitable. But its impact is up to us.

We need to ask ourselves: What kind of democracy do we want? One where voters are manipulated by algorithms? Or one where campaigns earn trust by speaking to our values, not our fears?

The next great battle for democracy won’t be fought on the streets or in the courts. It will be fought in the algorithms that shape what we see, what we feel, and what we believe.

Because in a world where persuasion is perfect, the real fight is to protect the imperfect, messy process of democracy.

Image via

Donald Trump’s political resurgence in 2024 offers a masterclass in wielding influence with audacity. His win wasn’t just a political triumph; it was a cultural earthquake that shook the very foundations of societal norms. The tools he used—provocation, narrative control, and an unrelenting drive to dominate the discourse—are the same tools that modern advertising must embrace to remain relevant.

If Trump’s victory taught us anything, it’s this: disruption wins. Comfort zones are for losers, and middle-ground messages get lost in the noise. It’s time for advertising to take a page from his playbook and step into the ring, ready to smash outdated paradigms and build something new.

Advertising as Cultural Warfare

Trump’s campaign didn’t just run ads; it waged a cultural war. Every speech, tweet, and rally became a piece of a larger narrative designed to hijack conversations, polarize audiences, and solidify loyalty. Advertising today must adopt a similar approach: dominate the narrative or be drowned out by the competition.

The strategy is clear:

  1. Control the narrative before anyone else can.
  2. Be so loud, you’re impossible to ignore.
  3. Force people to take a side.

1. Polarization as a Power Play

Trump’s 2024 campaign thrived on polarization. His ads and messaging didn’t aim to unite—they aimed to draw a line in the sand. You were either with him or against him, and that clear dichotomy energized his base like never before.

For brands, this is a wake-up call: neutrality is dead. The most impactful advertising will alienate as much as it inspires.

Your New Mantra:

  • Forget safe messaging. Safe is invisible. Safe is ignored.
  • Be divisive. If your campaign doesn’t spark debates, it’s not working.

2. From Movements to Uprisings

Movements are slow, incremental, and often bogged down by bureaucracy. Trump’s campaign didn’t rally movements; it ignited uprisings. His messaging created immediate reactions—outrage, passion, and action—all of which translated into votes.

Brands can harness this same energy by crafting campaigns that don’t just invite participation but demand it. Your ads should feel like a rallying cry, compelling your audience to act now.

Your Ad is the Catalyst. Society is ready to combust.

3. Hijack the Conversation

Trump’s genius lay in his ability to hijack every conversation. Even his critics couldn’t stop talking about him, inadvertently amplifying his message. Advertising must learn to operate with the same relentless strategy: take over the dialogue and reshape it around your brand’s vision.

How to Own the Narrative:

  • Shock and awe. Lead with bold, provocative messaging that forces attention.
  • Substance beneath the spectacle. Once you have their attention, hit them with a message that sticks.

The New Playbook: Propaganda, Provocation, and Relentless Messaging

Advertising in 2024 and beyond must borrow from the same unapologetic strategies that fueled Trump’s political machine.

  1. Propaganda 2.0
    Saturate your audience with a single, compelling message. Repetition breeds belief, and belief breeds loyalty.
  2. Provocative Design
    Your visuals and copy should challenge conventions and spark visceral reactions. Forget polished perfection; aim for unforgettable impact.
  3. Relentless Narrative Control
    Don’t just participate in cultural conversations—own them. Shape how your audience thinks, feels, and acts.

Who Has the Guts?

Not every brand can handle this level of cultural disruption. But for those willing to take risks, the rewards are monumental.

  • Underdogs: New players ready to make noise without legacy baggage.
  • Mavericks: Brands with a history of bold moves, ready to double down on their identity.
  • Innovators: Companies introducing groundbreaking products that naturally disrupt norms.

The world of advertising is more brutal and competitive than ever

. Trump’s 2024 victory proves that those who dominate, disrupt, and polarize are the ones who thrive. Brands must adopt the same unrelenting, high-stakes approach if they want to survive and lead.

The future isn’t for the timid. It’s for those who are ready to smash, rebuild, and repeat.

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The 2024 election has unveiled two distinctly different campaign styles in the face off between Vice President Kamala Harris and former President Donald Trump. This battle for the presidency has become a powerful study of how contrasting messaging tactics can be both persuasive and effective, depending on the audience. Here’s a breakdown of the strategies each candidate uses, and an analysis of which campaign might have the edge.

Kamala Harris’s Campaign: A Message of Unity and Progress

1. Emphasizing Freedom and Unity Harris’s campaign delivers a message of inclusivity, freedom, and economic opportunity. Her inaugural video, set to Beyoncé’s empowering anthem Freedom, visually and sonically highlights her values of resilience and optimism (People). Harris presents herself as the voice of unity against what she frames as the chaos associated with the previous administration, aiming to inspire a vision of America rooted in stability and collective progress.

2. Targeted Outreach to Key Demographics Harris’s team has strategically targeted key voter demographics, focusing on communities that could make a difference in swing states. For example, a campaign ad specifically designed for young Black men in Pennsylvania showcases her awareness of potential gaps in voter support within these communities (CBS News). This targeted outreach allows her to address the concerns of often underrepresented groups, emphasizing inclusivity.

3. Issue-Based Advertising on Economic Policies Harris’s ads also concentrate on specific policies, such as a proposal to build 3 million new homes over the next four years to help tackle the housing crisis and reduce inflation (AP News). This policy-centric focus positions Harris as a leader actively working toward solutions for economic challenges, an approach that could be particularly persuasive to voters directly impacted by these issues.

Effectiveness: Harris’s campaign messaging is persuasive for voters who value a positive, inclusive vision of the future, and it could be particularly effective in appealing to undecided voters or those who prioritize unity and economic progress. However, it may lack impact with those seeking a more assertive leadership style.

Donald Trump’s Campaign: Fear, Identity, and Cultural Division

1. Fear-Based Messaging on National Decline Trump’s advertising strategy leans heavily on fear-based messaging, portraying the nation as being in decline and in need of a strong, decisive leader. One of his prominent ads from March 2024 paints a picture of societal deterioration under the current administration, urging voters to return him to office as the solution to restore order (YouTube). This appeal to fear is highly persuasive to those who feel economically or socially insecure, making it effective in rallying his existing supporters.

2. Cultural and Identity Politics Trump’s campaign has made cultural issues central, particularly focusing on opposition to transgender rights. By framing these issues as threats to traditional values, Trump taps into the beliefs of socially conservative voters (AP News). This identity-focused approach reinforces a sense of belonging among his base, making it particularly persuasive for those who feel alienated by shifting social norms.

3. Controversial and Misleading Content Some of Trump’s ads have been criticized for using selectively edited news clips to misrepresent Harris’s policies (Politifact). While controversial, these ads are likely effective among his core supporters who distrust mainstream narratives, even though they may raise ethical concerns for undecided or moderate voters.

Effectiveness: Trump’s campaign strategy is powerful in energizing his base. His direct, sometimes divisive approach may resonate strongly with those who value assertiveness and a return to traditional values. However, it risks alienating moderate voters or those wary of cultural polarization.

Comparative Analysis: Which Campaign is More Persuasive?

1. Targeting Success

  • Harris has cast a wider net, aiming for a broad coalition by appealing to diverse demographics and using inclusive, issue-focused ads. This approach could help her attract a larger group of undecided voters.
  • Trump is more concentrated on energizing his base with a clear cultural stance, reinforcing loyalty among core supporters but potentially limiting broader appeal.

2. Messaging Approach

  • Harris’s positivity and policy-oriented content offer a more optimistic image, which could appeal to those looking for stability and unity.
  • Trump’s fear-based strategy is highly mobilizing and effective at generating turnout among loyal supporters, particularly through culturally resonant messaging.

3. Ethical Considerations

  • Trump’s use of misleading information in some ads has sparked ethical concerns and could damage his appeal among undecided voters, whereas Harris’s straightforward messaging might engender greater trust.

Conclusion: Whose Campaign is Winning the Persuasion Game?

Both campaigns have tailored their approaches to resonate with their unique audiences:

  • Harris’s inclusive strategy appeals broadly, and it may gain traction with voters seeking a message of hope and unity backed by policy details.
  • Trump’s culturally charged and fear-driven messaging reinforces his connection to his base, effectively galvanizing those who feel left behind by recent social changes.

Ultimately, Harris’s campaign could draw support from a diverse voter base by appealing to positive change, while Trump’s approach, though polarizing, is highly effective at solidifying and mobilizing his base. The effectiveness of each strategy will only become clear as the election unfolds, with voter turnout and demographics playing a critical role in deciding which campaign resonates more powerfully.

now you know! via

Only a formal handshake separates two politicians from a sealed contract. But as both stubbornly try to gain the upper hand within the gesture, their grim intransigence takes on a monstrous life of its own. Written and directed by Ennio Ruschetti

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