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Building on the existing campaigns literature, we identify several key shifts in practice that define the new phase, namely: (1) an organizational and strategic dependency on digital technology and \u201cbig data,\u201d (2) a reliance on networked communication, (3) the individualized micro-targeting of campaign messages, and (4) the internationalization of the campaign sphere. Departing from prior studies, we also argue that the new phase is distinguished, by a bifurcation, into two variants\u2014the scientific and the subversive. While sharing a common core, these two modes differ, in that the former retains a commitment to the normative goals of campaigning, that is, to mobilize and inform voters, while the latter explicitly rejects and subverts these aims, focusing instead on demobilization and the spread of misinformation. Both are presented as abstract or \u201cideal\u201d types, although we do point out how features of each have appeared in recent election campaigns by mainstream and populist parties. We conclude by discussing the implications of these trends for the long-term future health of democracy.<\/jats:p>","DOI":"10.1177\/1461444819893979","type":"journal-article","created":{"date-parts":[[2020,4,3]],"date-time":"2020-04-03T02:08:41Z","timestamp":1585879721000},"page":"595-610","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":99,"title":["Scientific and subversive: The two faces of the fourth era of political campaigning"],"prefix":"10.1177","volume":"22","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1862-2513","authenticated-orcid":false,"given":"Andrea","family":"Roemmele","sequence":"first","affiliation":[{"name":"Hertie School, Germany"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rachel","family":"Gibson","sequence":"additional","affiliation":[{"name":"The University of Manchester, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2020,4,2]]},"reference":[{"key":"bibr1-1461444819893979","unstructured":"Albright J (2016) How Trump\u2019s campaign used the new data-industrial complex to win the election. 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