The Real Story Behind the Rise and Fall of Cambridge Analytica

Doug Chayka

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We all know by now that Cambridge Analytica managed to amass 50 million Facebook records for use in Donald Trump’s 2016 campaign. What we don’t know is whether those records actually did Trump any good. Alexander Nix, the CEO of the company, naturally said that Cambridge’s proprietary “psychographics” profiling was instrumental to Trump’s victory. He said the same thing about every other campaign Cambridge worked on. It turns out, however, that the campaigns themselves were considerably less enthusiastic about Cambridge’s work:

Even as Nix jetted around the globe and Cambridge opened new offices in Brazil and Malaysia, the company found itself with few allies in the United States. Trump campaign alums and Republican Party staffers distanced themselves from the company—especially after news broke last October that Nix had communicated with Assange.

….By late 2017, after giving every indication that Cambridge Analytica intended to be a major player in American politics, Nix told Forbes the firm was no longer “chasing any US political business,” a decision he framed as a strategic move. “There’s going to be literally dozens and dozens of political firms [working in 2018], and we thought that’s a lot of mouths to feed and very little food on the table.” This seemed dubious—working on a winning presidential race is a golden ticket that most consultants would dine out on for years. In reality, Cambridge Analytica’s reputation for spotty work had circulated widely among Democratic and Republican operatives, who were also put off by Nix’s grandstanding and self-promotion. Mark Jablonowski, a partner at the firm DSPolitical, told me that there was “basically a de facto blacklist” of the firm and “a consensus Cambridge Analytica had overhyped their supposed accomplishments.”

This is from “Cloak and Data,” Andy Kroll’s definitive look at the rise and fall of Cambridge Analytica from our May/June issue. It’s online now, and if you want to understand what Cambridge Analytica was really all about, you need to read it.

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WHO DOESN’T LOVE A POSITIVE STORY—OR TWO?

“Great journalism really does make a difference in this world: it can even save kids.”

That’s what a civil rights lawyer wrote to Julia Lurie, the day after her major investigation into a psychiatric hospital chain that uses foster children as “cash cows” published, letting her know he was using her findings that same day in a hearing to keep a child out of one of the facilities we investigated.

That’s awesome. As is the fact that Julia, who spent a full year reporting this challenging story, promptly heard from a Senate committee that will use her work in their own investigation of Universal Health Services. There’s no doubt her revelations will continue to have a big impact in the months and years to come.

Like another story about Mother Jones’ real-world impact.

This one, a multiyear investigation, published in 2021, exposed conditions in sugar work camps in the Dominican Republic owned by Central Romana—the conglomerate behind brands like C&H and Domino, whose product ends up in our Hershey bars and other sweets. A year ago, the Biden administration banned sugar imports from Central Romana. And just recently, we learned of a previously undisclosed investigation from the Department of Homeland Security, looking into working conditions at Central Romana. How big of a deal is this?

“This could be the first time a corporation would be held criminally liable for forced labor in their own supply chains,” according to a retired special agent we talked to.

Wow.

And it is only because Mother Jones is funded primarily by donations from readers that we can mount ambitious, yearlong—or more—investigations like these two stories that are making waves.

About that: It’s unfathomably hard in the news business right now, and we came up about $28,000 short during our recent fall fundraising campaign. We simply have to make that up soon to avoid falling further behind than can be made up for, or needing to somehow trim $1 million from our budget, like happened last year.

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