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19 views16 pages

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Uploaded by

Manglesh Ranjan
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Fixing Facebook

https://www.nytimes.com/video/technology/100000005806669/cambridge-analytica-facebook-
profiles.html?searchResultPosition=7
https://www.youtube.com/watch?v=toJQFoPbrb0
- Feb 2024 : Have they fixed it ?
Or Superficial change at best !

https://www.youtube.com/watch?v=pX2zvfD6GCY
Case Synopsis

• Facebook – A brief overview


– History, business model – targeted advertising ARPU ; acquisitions or copy
(snapchat -24hr stories)

– criticism over content curation and privacy


• Complicit in spreading misinformation and hateful rumors

• Sparked violence in many countries including Myanmar

• Chris Hughes – “Its time to break up Facebook” ; Era of accountability !

• The Issues: Curating Content


– Err on the side of giving people a voice

– Banned content falling into 09 categories

– Ambiguities especially on hate speech

– Moderators – traumatized leading to high turnover


Case Synopsis
• The Issues: Fake News
– Arbiter of truth – refusing to remove content promoting holocaust denial
– Mob violence in Mexico, India
– Myanmar – Rohingya – UN Fact finding mission – FB played a “determining role” in the crisis
– Echo Chanber; Deepfakes; political advertisements with false claims
– Section 230 of Communication Decency Act 1996

• Content Curation Paradox


– Self-cleaning oven theory; Christchurch NZ terrorist attacks – livestream continued without being
removed because not a single user reported it. Users re-uploaded it 1.5million times in 24 hours

• The Issues: Privacy


– Failing to ask for meaningful consent to collect and share info
– Also providing confusing and incomplete info about how info being shared under privacy settings
– MZ believed that users did not care much about privacy as critics thought
– Settlement with FTC

– Cambridge Analytica Controversy


Case Synopsis

• Competitor and Digital Governance


– Twitter, YouTube, Microsoft (Linkedin), WeChat

• Facebook’s Future
– Digital Living Room and Oversight board

• Facebook’s Choices
– Governing less to governing more

– at one extreme encrypted world

– At the other , heavily curated

– Regulation or break up
Discussion Points

• Why has Facebook been so successful?


Discussion Points

• What are the specific problems you would want to fix at Facebook

• How did a platform designed to facilitate conversation between


friends – allegedly at least – so problematic?
Discussion Points

• Facebook trap
Discussion Points

• Evolution of Facebook

• Old Friends
• New Friends
• No Friends
Discussion Points

• Accountability Challenge
– So what is Facebook to do about this problem ?
– How much of this can we actually hold Facebook accountable ?

• Why the Distinction matter?


Discussion Points

• Three Scenarios

• How can you hold Facebook accountable ?


Discussion Points

• What can Facebook do?


Discussion Points

• Communicate the tradeoffs, Transparently


Discussion Points

• Ramp up moderation efforts, massively


Discussion Points

• Be Accountable, appropriately
– ambiguously doing all the three
Discussion Points

• Zuckerberg’s choice
– Leaving the Golden goose
– deeply curated platform
– privacy driven encrypted platform
– breakup

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