A Too Intimate Internet: What is Wrong with Precise Audience Selection?

Abstract

It is commonly recognized that the modern capacity for mass online communication carries various dangers: fake news, rampant conspiracy theories, trolling, and so forth. It is less commonly realized that moral problems remain when the contents of online communications are completely innocuous. This article discusses one of the noteworthy features of modern digital technology, the fact that it is possible to precisely target specific audiences, and argues that this can make mass communications such as advertising and political campaigns morally problematic. What is more, this holds even if the communicator is using only rational persuasion. In being selective about who sees which arguments, one becomes liable to mislead the audience despite sticking to honest, evidence-based, rational argumentation.