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Presenting these accounts as representative of what voters are being shown and emphasising that they are based on research, without providing the full detail of how they have been set up and are being run, could give viewers the impression that the exercise is more rigorous and the results more representative of reality than is justified.

How the BBC has taken voter ‘types’ – or the additional traits and back stories the corporation has overlaid on to each fictional ‘undercover voter’ – and translated their characteristics into what their social media accounts follow, like, or hover over remains unknown. And it is these decisions that determine what these profiles ‘see’.

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