Political billboards are now scanning your face for your reactions

2016 presidential candidates have a new option in their quest to sway voters. “Neuropolitics” is the attempt to read your mind by scanning facial expressions and feeding them into an algorithm. Biofeedback—including heart rate, eye movements, and skin conditions—can  also be captured and used for political purposes and, perhaps one day, for government purposes. The New York Times describes a recent example in Mexico City, where a Congressional candidate hired a company to deploy a digital billboard with a hidden camera. The billboard advertised for the candidate, but also scanned faces so the campaign could analyze facial expressions and tweak their message. The technology has been used by politicians in several other countries, including Mexico, Poland, Colombia, and Turkey. The “taboo” that once characterized its use in the U.S. could vanish…


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