A history of hype behind Cambridge Analytica

Nigel Oakes, the founder of Cambridge Analytica’s parent company, SCL Group, once described his work in this way: “We use the same techniques as Aristotle and Hitler. We appeal to people on an emotional level to get them to agree on a functional level.”

As an Old Etonian, his ties to royalty, the aristocracy, and the rich and famous, seemed to foster (at least in his own mind) the notion that he had the skills and connections required for shaping global events.

But as Claudio Gatti noted while Donald Trump took office, Oakes’ primary business skill seems to have been identical to Trump’s: the art of self-promotion.

Oakes’ bio in the SCL webpage says that he “was educated at Eton College and UCL, where he studied Psychology”, although according to a 2008 letter the University College London sent to David Miller, a UK sociologist who studies propaganda, there were no records of him ever studying there.

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