The word ‘precision’ has become a synonym for the application of data to the analysis and treatment of a wide range of phenomena. ‘Precision medicine’ describes the use of detailed patient information to individualize treatment and prevention based on genes, environment and lifestyle, while ‘precision agriculture’ has become an entire field of R&D focused on ‘engineering technology, sensor systems, computational techniques, positioning systems and control systems for site-specific application’ in the farming sector.
Precision medicine and precision farming approaches share a commitment to the collection and analysis of diverse data and scientific expertise for the purposes of highly targeted intervention. This may seem to make sense when it comes to medical diagnosis or optimizing crop production. But the production of precision may have more worrying consequences in other domains.
The recent allegations over Cambridge Analytica’s involvement in voter microtargeting through psychographic profiles has been…
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