Hi Derek,

Thanks for your comment. I actually agree with a lot of it!

The political analysis in the Fording and Schram paper is indeed extremely partisan, and I have therefore clarified my stance in footnote [1]. In short, your criticism should be addressed to them, not me. For some of it, I would join.

Regarding the condescending tone associated to “low-information” voter, I also agree there is a risk. See the end of footnote [1] and footnote [4], which I have also expanded.

Finally, regarding the Big Data/Democrats or Big Data/Republican alliances, I also agree. My article is meant to analyse the tools used for the campaign (and point out potential pernicious effects of micro-targeting on public discourse), not to advocate that they should be used more/in a better way, etc.