Discovering the Dark Side of Data Exploitation: A Review of The Great Hack

**Disclaimer: This article contains some spoilers.**

In an era where digital footprints are as essential as physical ones, the documentary The Great Hack (2019) stands out as an intriguing narrative about the serious consequences of data exploitation. The movie, which was co-directed by Karim Amer and Jehane Noujaim, examines the complex web of data manipulation and privacy violations, as well as the serious consequences for democracy and individual liberties. The topics of the documentary, how it portrays the Cambridge Analytica scandal, and its overall analysis of the digital age are all examined in this review.

‍

David Carroll: The Fight for Data Ethic

The film centers on David Carroll, a professor at Parsons School of Design who initiated a legal battle to retrieve the data collected on him by the suspicious political consulting organization Cambridge Analytica. His investigation leads him into a rabbit hole of the company's unethical practices and questionable ties to Donald Trump's 2016 presidential campaign and the Brexit "Leave" campaign in the United Kingdom.

Carroll emerges as the documentary's moral compass, a concerned citizen seeking to understand how his personal information was exploited. His difficult quest to obtain answers from the elusive Cambridge Analytica demonstrates how current regulations have failed to keep up with modern data harvesting capabilities. Carroll says, "This was a military contractor who moved into election management. That alone is really frightening."

Brittany Kaiser: The Whistleblower’s Tale

The second important figure is Brittany Kaiser, a former employee who became a whistleblower after seeing unethical and potentially criminal behavior from within the company. Kaiser reveals insider information on how Cambridge Analytica exploited Facebook data, psychological profiling, and targeted misinformation to influence voter behavior and drive them toward specific political outcomes.

Kaiser sees herself as a truth-teller seeking redemption, but her intentions are unclear. The film does not disregard the reality that she was deeply involved in Cambridge Analytica's misdeeds prior to her change of heart. As professor David Carroll points out, "I hope people can see the difference between those who are monetizing the Cambridge Analytica story and those who are doing the work."

Carole Cadwalladr: The Investigative Journalist

Carole Cadwalladr's investigations are critical to exposing the Cambridge Analytica issue. Her investigation for The Guardian was essential in revealing the firm's malpractices and their impact on democratic processes. The documentary shows her as a persistent journalist determined to seek the truth, despite major opposition. Cadwalladr's work emphasizes the value of investigative journalism in bringing powerful organizations responsible.

The Mechanics of Data Exploitation

The Great Hack methodically deconstructs the processes that enable data exploitation. It reveals how Cambridge Analytica obtained data from millions of Facebook users without their consent and used it to develop extensive psychological profiles. These profiles were then used to offer specific political advertisements intended to influence voter behavior. The documentary exposes the dark side of data analytics, in which personal information is used for political purposes.

The Role of Social Media

The documentary emphasizes the critical role of social media platforms in the data exploitation narrative. It criticizes Facebook's inadequate data protection procedures, which allowed Cambridge Analytica to acquire massive amounts of user data. The video highlights important questions regarding internet firms' obligation to protect user privacy and the ethical implications of their business strategies. It also demonstrates how easily data may be modified to serve specific objectives, frequently without the consumers' knowledge.

Psychological Profiling and Behavioral Microtargeting

An important section of the program is spent introducing the ideas of psychological profiling and behavioral microtargeting. Cambridge Analytica's use of these approaches to influence voters is seen as clever and concerning. By leveraging customers' personal data, the company was able to create highly personalized communications that spoke to individual voters' fears and wishes. This amount of manipulation raises ethical questions about the misuse of free will and the integrity of democratic systems.

Implications and Ethical Dilemmas

The documentary explores beyond the specifics of the Cambridge Analytica case to discuss greater ethical issues in the digital era. It encourages viewers to consider the consequences of living in a data-driven world in which privacy is frequently compromised for profit and control.

The Invasion of Privacy

One of the documentary's key themes is the loss of privacy in the digital era. It demonstrates how personal data has become a commodity, purchased and sold without individuals' informed consent. The film advocates for greater transparency and accountability in how data is gathered, stored, and used. It also calls for stronger data protection legislation to preserve people's privacy rights.

The Threat to Democracy

The Great Hack warns about the dangers of data exploitation on democratic processes. It claims that manipulating voter data violates the ideals of free and fair elections. The documentary highlights the global implications of data manipulation by demonstrating how Cambridge Analytica's strategies were used in elections around the world, including the 2016 US presidential election and the Brexit vote. It advocates rethinking how digital tools are used in political campaigns, as well as the implementation of strong measures to defend democratic institutions.

Ethical Responsibility of Tech Companies

The video also holds technology corporations responsible for their involvement in the data exploitation industry. It criticizes platforms such as Facebook for putting profit before user privacy and urges for a rethinking of their ethical obligations. The film pushes for a change in the tech industry's attitude to data management, highlighting the importance of ethical standards that prioritize user rights and social well-being.

Visual and Narrative Techniques

The Great Hack uses a number of visual and narrative elements to effectively express its point. The use of images and animations helps to demystify complex concepts, making them more accessible to a larger audience. The filmmakers' decision to follow Carroll, Kaiser, and Cadwalladr's personal journeys humanizes the story, making the abstract topic of data misuse more relevant.

Engaging Storytelling

The documentary's storytelling is both captivating and thought-provoking. By blending the characters' personal tales with the larger narrative of data exploitation, the film keeps a captivating pace. It strikes a mix between scientific explanations and emotional storytelling, keeping viewers engaged throughout the drama.

Visual Imagery and Symbolism

Visual imagery and symbolism are important in The Great Hack. The usage of digital motifs, such as data streams and virtual maps, emphasizes the widespread presence of data in our lives. The film's visual style emphasizes the effect of data collecting and the invisible networks that regulate our digital activities.

‍

‍