Perhaps at some point in the past few years you’ve told Facebook that you like, say, Kim Kardashian West.
….
What you probably missed is that researchers had figured out how to tie your interest in Ms. Kardashian West to certain personality traits, such as how extroverted you are (very), how conscientious (more than most) and how open-minded (only somewhat). And when your fondness for Ms. Kardashian West is combined with other interests you’ve indicated on Facebook, researchers believe their algorithms can predict the nuances of your political views with better accuracy than your loved ones.

Facebook creates a detailed psychological profile of you, to determine your weaknesses, vulnerabilities and key times to “see you something” via advertising or propaganda messaging. “Something” may be a product, a service or someone’s ideology.
More on this in the next post.