The Great Hack
The Great Hack is an inside account of the company Cambridge Analytica, which used vast amounts of personal data scraped from portals such as Facebook to manipulate elections throughout India, Kenya, Malta, Mexico, the United Kingdom and United States over the past decade. The company, owned by SCL Group—a British firm that has a background in military disinformation campaigns and psychological warfare—came to public attention after the Brexit campaign in the UK, and soon after, the election of Donald Trump in the United States, both closely worked on by Cambridge Analytica and its billionaire backer, Robert Mercer. This resulted in inquires and investigations into both Facebook and Cambridge Analytica, but the company liquidated, along with its internal documents. Two former employees instead step forward to offer an inside account into the dark world of data mining and personalised propagandising, having some regret for what they have done. The film tracks these characters, as Cambridge Analytica lives on as Emerdata Limited, in the same London office. The Great Hack exemplifies big questions about democracy in the age of targeted information manipulation via the screen, and just how much power over our awareness has been ceded to giant corporations.