Bocconi University’s Gaia Rubera is an expert on how big data, AI, and social media influence our opinions and the way we think. But how are they used to hack democracy?
Can democracy be hacked? That is, can how we think and what we think be influenced without our knowing?
It’s a question that’s been on the mind of Gaia Rubera, head of the Department of Marketing and Amplifon Chair in Customer Science at Bocconi University, for a while, and one that's become increasingly important in recent years.
For Gaia, the use of big data, artificial intelligence (AI), and social media to interfere in elections and drive the spread of misinformation has worsened over the last several years and poses a serious threat to society.
How big data, AI, and social media are used to hack democracy
There are three main uses cases for big data, AI, and social media when it comes to influencing democracy.
The first is in the mold of Cambridge Analytica, the consulting firm that in the 2010s harvested the personal data of up to 87 million Facebook profiles without users’ consent, to be used primarily for political advertising.
“Someone collects data, and these data are used to feed a machine learning algorithm that is then used to profile people,” explains Gaia. “Once you identify these people, you’re able to micro target them.”
Gaia is set to discuss the Cambridge Analytica case during a free online Masterclass in Data Science she’s hosting on March 30. She’ll also be discussing the use of social bots in infodemics, and why it’s challenging for current Machine Learning models to detect them.
The use of bots is the second use case and involves the intentional, mass spread of false information, or disinformation, on platforms like Twitter. Bots are computer programs that act as agents for users and simulate human activity; they’re commonly used to spread disinformation from fake social media accounts.
This was the case during the 2017 French presidential election, explains Gaia, when the ‘MacronLeaks’ targeted presidential candidate Emmanuel Macron. Documents were obtained after the personal and professional mailboxes of several leaders of his movement were hacked, and bots were used to widely circulate that information online alongside falsified documents.
The third use case is citizens themselves spreading misinformation, which destroys people’s trust in anything, says Gaia. “Right now, most people don’t know what’s true and what’s not true anymore.
“It's almost impossible to make decisions because you don't know who's right or who's wrong.”
This was particularly acute during the Covid pandemic, with the widespread circulation of misinformation about vaccines, the severity of illness, and even the existence of the virus creating an environment in which it was challenging to know what to believe.
This is known as an infodemic, which according to the World Health Organization is too much information, including false or misleading information, in digital and physical environments during a disease outbreak. It’s something Gaia believes is getting worse.
“There are two goals that these misinformation campaigns have,” she says. “One is the target: I want to show that, I don't know, the virus doesn't exist, it was made up—that is the specific goal.
“Then there’s the long-term goal, which is people say, ‘okay, now I don't trust the official newspapers anymore because they are providing fake information about the virus, or now I don't trust politicians anymore.’
“You tweak the minds of some people and next time, when there’s the next crisis, you have a bunch of people that have already been inclined to believe fake news. This is a war for our minds and it's been going on for years."
How to overcome big data, AI, and social media's threat to democracy
The first solution Gaia proposes is to educate yourself about the use of technology, but also how psychology works in the human brain. There are two psychological elements at play, she adds: nudge theory and tribalism.
“They push you in one direction little by little and you don't even realize it, so you should start realizing that,” she advises. The other thing they do is divide society into camps, creating and reinforcing a mentality of ‘us versus them’.
We then share information that relates to our beliefs, without fully knowing whether what we’re sharing is fact or fiction. Gaia advises to stop automatically sharing, and instead to think about where information has come from, whether it’s a viable source, and if it’s a news story or opinion piece.
Another solution she’s heard proposed is the suspension of social networks one week before elections, something she agrees with. That would aim to curtail the spread of misinformation and targeted disinformation campaigns designed to falsely tarnish the reputation of candidates and swing the vote in favor of a particular nominee.
As citizens, we should be aware of the perils of misinformation and the role big data, AI, and social media play in spreading it. There’s an added layer of action needed by legislators as well, Gaia adds. What laws can be passed to tackle the problem, without overstepping the line into censorship?
As a researcher, she also believes academics play an invaluable role by continuing to research and probe social media companies and the ripe environment they create for the spreading of false information.
How Bocconi teaches its students about big data, AI, and social media
Although Gaia admits overcoming the challenges posed by big data, AI, and social media requires wider societal change, Bocconi helps by teaching students about the consequences of things like disinformation campaigns and the public spreading misinformation.
Gaia’s teaching covers digital marketing, big data and AI marketing, social media communication, and customer-centric innovation.
At Bocconi, she teaches students how to find and comb data from social networks, mostly Twitter. She also teaches them how machine learning works, with live use cases showing them how misinformation spreads in practice.
Bocconi also has several master’s programs that focus on technology and the management of security risks.
There’s an MSc in Cyber Risk Strategy & Governance; an MSc in Data Science & Business Analytics; and an MSc in Economics and Management of Innovation and Technology.
I really enjoyed this experience because I built a really strong relationship with other students and professors. This fact has permitted me to grow as a person and also to improve my academic background by confronting myself with other people. I would encourage Bocconi to create a new method of exams for online courses (I have experienced it during the covid-19 period) because they could not manage to control and to avoid shameless situations such as software breakdowns just before the exams.
Student
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8/11/2021
On Campus
Amazing course
The workload is really heavy, but that’s the only way to prepare students for the job market. Bocconi offers also many services to help students kick off their careers. Overall, Bocconi University Masters Degree is the best option for ambitious students and the best choice among Italian and maybe European universities.
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24/07/2020
A great experience
A fundamental experience to understand what I want to do in life. In the three years I attended Bocconi University, I laid the foundations for my business education. I will always be grateful to it. I absolutely recommend it.
Alessandra
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26/06/2020
Bocconi: Italian Quality
The great thing about this University is that it is one of the few Italian universities offering such international programs. My course is unique and doesn't exist anywhere else, so if you like arts and economics, Bocconi is the best place. The course provides both subjects concerning arts/philosophy, and ones more related to economics. Personally, I have decided to follow a different path because I am not so interested in working in this specific field, but this course is totally worth it if you want to work in a creative industry. Indeed, it gives people with a passion for luxury, arts and so on with a complete knowledge concerning management.
The best part has been the great support offered by the University in every aspect, going from on-campus facilities to monthly job fairs to better understand the kind of career we want to pursue. This is often taken for granted in Italian universities.
Student
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25/05/2020
Professional and amazing
Very well organized university.
I have studied Financial management and I graduated with 108/110. The teachers are really good and professional. The university has all the facilities and the services are professional. I really enjoyed studying in a professional and international environment. Bocconi has played an important role in finding my actual job!
Student
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28/10/2019
Great university which gives wonderful placement opportunities.
I really like Bocconi. What I appreciated the most was the high level of teaching and the opportunities given in terms of placement and networking connections.
I strongly recommend this university if you want to pursue a great working career.
Student
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27/10/2019
Beautiful environment
Beautiful community of students with lots of opportunities for in-campus activities. The university offers 8 residences near the campus, perfect for freshmen at the first year in Milan. Professors are very prepared and always ready to help students
Student
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24/03/2018
An outstanding university
The great efficiency and organization, the high quality of teaching, and the possibility to take part in many interesting and useful experiences make Bocconi University stand out. It distinguishes itself from the Italian academic background. Many people say Bocconi is too stressful, but to me, it’s worth it.
Student
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20/03/2018
Excellent
Bocconi is outstanding university. Among the best in Italy. The international franework helps students to get involved in projects/associations that enrich the campus. I study law and i’ m happy about my 4 years and experiences that i had the opportunity to
Edoardo
Verified
25/01/2022
Blended
Everything was great ( apart from the covid part)
I really enjoyed this experience because I built a really strong relationship with other students and professors. This fact has permitted me to grow as a person and also to improve my academic background by confronting myself with other people. I would encourage Bocconi to create a new method of exams for online courses (I have experienced it during the covid-19 period) because they could not manage to control and to avoid shameless situations such as software breakdowns just before the exams.
Student
Verified
8/11/2021
On Campus
Amazing course
The workload is really heavy, but that’s the only way to prepare students for the job market. Bocconi offers also many services to help students kick off their careers. Overall, Bocconi University Masters Degree is the best option for ambitious students and the best choice among Italian and maybe European universities.
Student
Verified
24/07/2020
A great experience
A fundamental experience to understand what I want to do in life. In the three years I attended Bocconi University, I laid the foundations for my business education. I will always be grateful to it. I absolutely recommend it.
Alessandra
Verified
26/06/2020
Bocconi: Italian Quality
The great thing about this University is that it is one of the few Italian universities offering such international programs. My course is unique and doesn't exist anywhere else, so if you like arts and economics, Bocconi is the best place. The course provides both subjects concerning arts/philosophy, and ones more related to economics. Personally, I have decided to follow a different path because I am not so interested in working in this specific field, but this course is totally worth it if you want to work in a creative industry. Indeed, it gives people with a passion for luxury, arts and so on with a complete knowledge concerning management.
The best part has been the great support offered by the University in every aspect, going from on-campus facilities to monthly job fairs to better understand the kind of career we want to pursue. This is often taken for granted in Italian universities.
Student
Verified
25/05/2020
Professional and amazing
Very well organized university.
I have studied Financial management and I graduated with 108/110. The teachers are really good and professional. The university has all the facilities and the services are professional. I really enjoyed studying in a professional and international environment. Bocconi has played an important role in finding my actual job!
Student
Verified
28/10/2019
Great university which gives wonderful placement opportunities.
I really like Bocconi. What I appreciated the most was the high level of teaching and the opportunities given in terms of placement and networking connections.
I strongly recommend this university if you want to pursue a great working career.
Student
Verified
27/10/2019
Beautiful environment
Beautiful community of students with lots of opportunities for in-campus activities. The university offers 8 residences near the campus, perfect for freshmen at the first year in Milan. Professors are very prepared and always ready to help students
Student
Verified
24/03/2018
An outstanding university
The great efficiency and organization, the high quality of teaching, and the possibility to take part in many interesting and useful experiences make Bocconi University stand out. It distinguishes itself from the Italian academic background. Many people say Bocconi is too stressful, but to me, it’s worth it.
Student
Verified
20/03/2018
Excellent
Bocconi is outstanding university. Among the best in Italy. The international franework helps students to get involved in projects/associations that enrich the campus. I study law and i’ m happy about my 4 years and experiences that i had the opportunity to
Yangxin
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27/03/2024
On Campus
Excellent university full of opportunities
I had almost zero experience in business before coming to Bocconi. However, this did not hinder my career prospects here. I was fortunate to receive valuable opportunities such as in-company training and internships. Through these experiences, I gained invaluable practical insights into various business scenarios, becoming more acquainted with the real business world.
Before arriving here, I had not learned Italian, which initially made me concerned about possible cultural or language barriers. Bocconi offers Italian language courses that proved indispensable in helping me adapt to Milan during my days here. Additionally, my Italian classmates have been incredibly welcoming, assisting me with cultural adjustments and willingly serving as language partners to help with my Italian language learning journey. My two-year life here has become both manageable and enjoyable.
In conclusion, I would recommend this university to those people who are eager to embrace a future brimming with opportunities.
Alex
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28/03/2024
On Campus
So many opportunities
Bocconi has been an amazing journey for me, filled with growth and opportunities, both on a professional and personal level. The professors teaching the International Management Master's are of really high quality and they were able to transfer some much "knowledge that matters", thanks also to the many teamworking experiences during the course. Bocconi also allowed me to experience a double degree program with ESADE, which taught me a lot both in terms of professional development, as well as allowing me to expand my network of international students even further. Overall, Bocconi unleashed plenty of opportunities I could not foresee before joining the university and that I'm really grateful for and excited to dive into.
Marina
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30/03/2024
On Campus
Invest in your knowledge
Bocconi offers plenty of opportunities to grow as a person and as a professional. I was able to both broaden my interests and deepen existent knowledge during my Master's degree in Finance. It's very challenging, but the result is totally worth it. Bocconi has a very impressive reputation across the world, which allowed me to have an internship at my dream company.
Tara
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1/04/2024
On Campus
A University Ripe with Opportunity
As a first year Masters in International Management student, the global perspective, abundant learning opportunities and networking opportunities were the main aspects that drew me towards pursing my studies at Bocconi. And Bocconi has delivered in full on these promises.
In my classes I have really valued the more application based approach which centres around collaboration with peers from around the world. There are also so many opportunities for learning outside the classroom through supplementary activities, societies, guest lectures and other events hosted by the university!
The networking opportunities and career services are world class. The university regularly hosts events like Bocconi
Martina
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1/04/2024
On Campus
Environment and experiences
Entering Bocconi, I was shy and uncertain. I was surprised to discover a supportive community that not only challenged me academically but also encouraged me to come out of my shell. I found myself surrounded by lifelong friends who turned out to be an invaluable support for me.
Despite my initial indecision, my chosen course (Economics and Management for Arts and Culture) proved to be the perfect fit, seamlessly blending rigorous economic principles with insights into the cultural landscape. I found myself immersed in a dynamic environment that fostered healthy competition, pushing me to excel while simultaneously supporting my personal growth.
Reflecting on my period at Bocconi, I can confidently say it was the best time of my life. Through unforgettable experiences in students associations, internships and study-abroad periods, Bocconi accompanied me from adolescence into adulthood. It provided me with the confidence and skills necessary to navigate the complexities of the real world, offering me an environment where I could flourish both academically and personally.
Erik
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2/04/2024
On Campus
Great programme in MSc Finance
I have done the MSc in Finance, and I am extremely happy with it.
The quality of the education is really good, and has more than prepared me for my job in Asset Management after my studies. There are also a lot of group projects and labs in the classes which lets you try things in practice.
In addition to this, there are a lot of good student associations for finance which allows you to connect with a lot of really brilliant people.
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2/04/2024
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My Experience at Bocconi University
Bocconi University offers a great deal of programs. The small classes make it easy for students to interact with professors, all very experienced in their field, and not only care for the students' life inside the classroom but also for their lives outside, providing many amazing extracurricular activities, from sports, and associations to theater and singing. Overall, a great experience!
Student
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4/04/2024
On Campus
Excellent university providing a great preparation
I have chosen Bocconi University for both my bachelor's and master's degree and I am extremely satisfied with my experience and the preparation the institution has given me, both academically and to be equipped to enter the job market. The programs are very international, which has allowed me to make friends from all over the world, and the university offers a wide range of interesting courses, both in Italian and in English, which often combine a theoretical strong preparation together with practical applied projects. Bocconi also has a great and efficient career service that organizes useful events to get ready for the job market, meet employers and network with companies. I have also appreciated the presence of over a hundred student associations, which has allowed me to pursue some interests of mine while meeting students from several different courses and gainining more practical experience through additional projects.
