From what I've come to understand personality characteristics strongly determine political leanings. The media targeting mentioned in the video can serve to cre

From what I've come to understand personality characteristics strongly determine political leanings. The media targeting mentioned in the video can serve to create cultural associates with any given voters personality "characteristics" and move people to action. So it's not just about "changing" minds, it's about cultivating a social mileu based on prexisting peronality characteristics with votes being the end result.