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On Monday 23 October Meta outlined its new Media Responsibility framework, which are the guiding principles that it’s applying to its own moderation and ad placement guidelines, in order to facilitate more protection and safety for all users of its apps.
According to Meta:
“The advertising industry has come together to embrace media responsibility, but there isn’t an industry-wide definition of it just yet. At Meta, we define it as the commitment of the entire marketing industry to contribute to a better world through a more accountable, equitable, and sustainable advertising ecosystem.”
Within this, Meta has launched a new mini-site, where it outlines its “four pillars of media responsibility.”
Those four pillars include:
-Safety and expression – This ensures that everybody has a voice while protecting users from harm
-Diversity, equity, and inclusion – This ensures that opportunity exists for all and that everybody feels valued, respected, and supported
-Privacy and transparency – With this pillar Meta is building products with privacy “at their very core” and ensuring transparency in media placement and measurement
-Sustainability – Protecting the planet, and having a positive impact
The mini-site includes overviews of each element in more depth, along with explainers as to how, exactly, Meta is looking to enact with them within its platforms.
Further, Meta stated that the aim of the mini-site is to enable ad partners and users “to hold us accountable and see who we’re working with”, in order to provide more assurance and transparency into its various processes.
Though, it does feel a little like Meta’s taking aim at Elon and Co. here. The new X team is increasingly putting its trust in crowd-sourced moderation, via Community Notes, which appends user-originated fact-checks to posts that include questionable claims in the app.
But that process is flawed, in that it requires “ideological consensus” to ensure that Notes are displayed in the app. And given the disagreement on certain divisive topics, that agreement is never going to be achieved, leaving many misleading claims active and unchallenged in the app.
Thus, Elon Musk says that “citizen journalism” is more accurate than the mainstream media, and also, in his view at least, means that Community Notes are more reflective of the actual truth, even if some of that may be considered misinformation.
As a result, claims about COVID, the war in Israel, U.S. politics, basically every divisive argument now has at least some form of misinformation filtering through on X, because Community Notes contributors cannot reach agreement on the actual core facts of such.
This is why many advertisers prefer to stay away from the app, while Elon himself continues to spread misleading or false reports, and amplify harmful profiles, further eroding trust in X’s capacity to manage information flow.
However, many users may view this as the right approach, as it enables them to counter what they see as false media narratives. But Meta is employing a different strategy, using its years of experience to mitigate the spread of harmful content, in various ways. The new mini-site by Meta lays out its approaches in detail, which could help to provide more transparency and accountability, in the process.
You can learn more about Meta’s media responsibility mini-site here
Source: Social Media Today
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