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If Then by Jill Lepore
The story of the Simulmatics Corporation, founded in 1959 with the aim of building a 'people machine' - a computer simulation of voter behaviour, that would allow political campaigns to use precisely targeted messages and advertising.
Unfortunately for the founders, Simulmatics was very much the Apple Newton to Cambridge Analytica's iphone. The data didn't exist in the quantity that they needed, the computers weren't fast enough, and as social scientists they didn't have the skills to really make the most of what computing power they did have. Very much like Christopher Wylie of C.A. they started out selling their wares to the Democrats, and after some lack of success ended up working for the Defence department, including conducting (very unsuccessful) psychological warfare experiments in Vietnam.
This was a bit of a mixed bag. I listened to it on Audible, read by the author, which was a mistake I think. She reads all the quotes (of which there are many) in a strange high-pitched gabble, and I didn't find her voice easy to follow. The early part of the book is rather slow, and she spends rather a lot of time on side issues. There's a lot about the wives of the Simulmatic Corp researchers - I think in an attempt to avoid writing a story in which 99% of the players are white men - but realistically that's 1950s America for you.
It picks up from about 1/3 of the way through, once she reaches the 1960s, and the later sections are really interesting. I particularly enjoyed the final part, which covers the early days of ARPANET and the coalition of libertarians, conservatives and anarchists/hackers/geeks who fought for an internet entirely free of regulation or oversight.
Overall I felt it was well worth reading, if only to be reminded that our current political woes are not uniquely bad (there's a great quote from Nixon talking about how we need to stop listening to experts so much), and definitely thought provoking.