In which Daniel Kreiss, associate Professor in the School of Media and Journalism at University of North Carolina, meet the "The Media Observers" to talk about how social media and big data have changed the political landscape of the US since the beginning of the 21st century. What is more important: the candidate or the data? How much do most americans care for politics? Why was it so hard to predict the Trump victory? We also talk about the murkiness of Cambridge Analytica and the cluelessness of Facebook. And what can journalists do?