How Big Data Becomes Psy Ops and Tilts the World Towards its Own Aims: Next Stop, Public Education by Morna McDermott
By Morna McDermott
The psy ops tactics used to get Donald Trump elected to the U.S. Presidency (still having gag reflex) are the same ones being used in public schools, using children as their “data” source. Given the power they had on influencing the electorate, imagine what they could do with 12 years of public school data collected on your child.
What data? And how was it used?
A psychologist named Michael Kosinski (see full report) from Cambridge developed a method to analyze Facebook members, using the cute little personality quizzes or games. What started as a fun experiment resulted with the largest data set combining psychometric scores with Facebook profiles ever to be collected. Dr. Kosinski is a leading expert in psychometrics, a data-driven sub-branch of psychology. His work is grounded on the Five Factors of Personality theory which include something called OCEAN: openness, conscientiousness, extraversion, agreeableness, and neuroticism.
So many people volunteered their personal information to play these games and take these quizzes that before long Kosinski had volumes of data from which he could now predict all sorts of things about the attitudes and behaviors of these individuals. He applied the Five Factors (Big Five Theory) model (well-known in psychometric circles) and developed a system by which he could predict very personal and detailed behaviors of individuals on a level deeper than had been accessed by prior models or systems.
Enter Cambridge Analytica (CA), a company connected to a British firm called SCL Group, which provides governments, political groups and companies around the world with services ranging from military disinformation campaigns to social media branding and voter targeting. CA indirectly acquired Kosinksi’s model and method for his MyPersonality database without his consent.
Then, CA was hired by the Trump team to provide “dark advertising” that would sway undecided people toward a Trump vote. CA was able to access this data to search for specific profiles: “all anxious fathers, all angry introverts, for example—or maybe even all undecided Democrats.” See The Data That Turned the World Upside Down.
Steve Bannon sits on the board for Cambridge Analytica.
“We are thrilled that our revolutionary approach to data-driven communication has played such an integral part in President-elect Trump’s extraordinary win,” Alexander James Ashburner Nix was quoted as saying. According to Motherboard, “His company wasn’t just integral to Trump’s online campaign, but to the UK’s Brexit campaign as well.” In Nix’s own words, it worked like this: “At Cambridge,” he said, “we were able to form a model to predict the personality of every single adult in the United States of America.”
The report continues, “according to Nix, the success of Cambridge Analytica’s marketing is based on a combination of three elements: behavioral science using the OCEAN Model, Big Data analysis, and ad targeting. Ad targeting is personalized advertising, aligned as accurately as possible to the personality of an individual consumer.” Then these same consumers receive “dark posts”-or, advertisements specifically devised for them, and that cannot be viewed by anyone else other than that person.
Where did the Big Five Theory come from?
Dr. Raymond Cattell is regaled in Western culture for his so called notable contributions to the field of intelligence assessment (IQ and personality work). Despite his direct and profound relationship to the eugenics movement and his recognition by the Nazi Party for the birth of The Beyondists, his work is benignly promoted in scholarly circles. But the fact that he is professionally legitimized does not make him any less the racist he was. And his contributions toward racist practices live on. He has two notable theories of personality development and measurement entitled The Big Five Theory and the Sixteen Personality Factor Questionnaire (16PF).
The way that OCEANS Five Factors personality data from our students can be used:
The recent trend toward a “grit narrative,” hailed by Angela Duckworth and others, has been gobbled up by school districts around the country. The OCEANS model is used widely by schools and other institutions internationally.
“The grit measure has been compared to the Big Five personality model, which are a group of broad personality dimensions consisting of openness to experience (aka openness), conscientiousness, extraversion, agreeableness, and neuroticism.” (Cattell, R. B.; Marshall, MB; Georgiades, S1957. “Personality and motivation: Structure and measurement”. Journal of Personality Disorders. 19 (1): 53–67. doi:10.1521/pedi.184.108.40.206180. PMID 15899720).
There is a growing emphasis on the “affective” learning of students. Some examples include: “ETS’ Success Navigator assessment and ACT’s Engage College Domains and Scales Overview … the broader domains in these models are tied to those areas of the big five personality theory.” Also see Empirical identification of the major facets of Conscientiousness.
While “grit” has been exposed for the racist narrative it is, it’s also a direct by-product of the same OCEANS framework used to control, predict and manipulate voters. If this data can sway major national elections and change the global trajectory of history, imagine what such data, gathered on children, day after day, year after year, could yield for corporations and government interests.
Watch the video from Jesse Schell, gaming CEO, to see exactly where this can go. As Schell says “your shopping data is a goldmine” and it’s only a matter of time before gaming companies and gaming behavior interface with our daily consumer and behavioral choices. You can get points for simply brushing your teeth long enough when product brands partner with gaming systems.”
We now have, thanks to perpetual assessments of children’s knowledge affective “grit” or personality, “the concept of the ‘preemptive personality,” the endlessly profiled and guided subject who is shunted into recalculated futures in a system that could be characterized as “digital predestination”.
The role of education technology (aka “personalized learning”):
According to a report entitled Networks of Control: “Jennifer Whitson (2013) argues that today’s technology-based practices of gamification are ‘rooted in surveillance’ because they provide ‘real-time feedback about users’ actions by amassing large quantities of data’. According to Whitson, gamification is ‘reliant on quantification’, on ‘monitoring users’ everyday lives to measure and quantify their activities’. Gamification practices based on data collection and quantification are ‘leveraging surveillance to evoke behavior change’ … While self-quantification promises to “make daily practices more fulfilling and fun” by adopting ‘incentivization and pleasure rather than risk and fear to shape desired behaviours’, it also became ‘a new driving logic in the technological expansion and public acceptance of surveillance’.
(See Wrenching The Gears for more readings on this issue)
Educationalchemy is a site dedicated to transformation in education. I am a professor of education at Towson University and a founding administrator of United Opt Out. I have worked in and with k-12 public schools for 25 years.