Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
RODNYA 2016
rodnya.moscow
The Washington Post.
Facebook fake-news writer:
‘I think Donald Trump is in the White House because of me’.
Paul Horner —
one of the most influential
fake-news writer.
The one who misinformed
the whole world.
http://cnn.com.de
http://nbc.com.co
post-truth trolles &
political propagandist.
Paul Horner
Source
Facebook account, fake sites
http://abcnews.com.co
High le...
Is there any side effects
of putting online
everyone in the world?
It’s 1.86 billion monthly
active Facebook users
as of De...
“Facebook cannot claim to be entirely agnostic. If
they are going to traffic in journalism and information
as part of what t...
“I am very wary of big technology companies becoming
censors of what people consume. Do we allow
Facebook to designate wha...
“They have to take responsibility for what they have achieved,
which is a system that very efficiently distributes falsehood...
“
”
News and media are not the primary things
people do on Facebook, so I find it odd when
people insist we call ourselves ...
“
Are we actually ready to agree that our
News Feed is just a matter of great
technology?
“
”
∼63% of users consume their
news from Facebook
1.
Laboratory of Computational Social Science, Networks Department, IMT...
”
“Trending topics” features designed to show
you the latest news according to how many
people are posting about a topic o...
”
Users, indeed, tend to focus on specific narratives and join
polarised groups (echo chambers) where they end up
reinforci...
”
Discussion and elaboration of narratives in
such a segregated environment elicits group
polarisation and negatively influ...
”
5.
Because users tend to focus on a small number
of pages, the news sphere of Facebook is
clustered and dominated by a p...
”
6.
People have no time to go deep inside
the material and grab only the headlines
to create their own view of the news
a...
”
“
”
For too many of us, it's become safer to
retreat into our own bubbles, whether in our
neighborhoods or on college ca...
And what about the mass
media? Could they be a light in
the end of this fake tunnel?
MEDIA
1. Be trustworthy and interactive at the same time
2. Be “live” and use fast distributing technologies
3. Be more visual a...
Facebook is a new kind of platform and we want to do our part to
enable people to have meaningful conversations. We know t...
Facebook rolled out it’s solution to fake news.
What about us?
#1
Break out of the echo
chambers
Check the links!
http://cnn.com NEVER http://cnn.com.de
#2
Use ant test echo chambers — invest
less and get more. You have no need
to be everywhere to actually be
everywhere. Bec...
#3
Explore your audience in a proper
new way. Forgetaboutwomen25-30
with2childrenlovingfashionand
cookingactiveandeasy-goi...
#4
Help people: make everything real,
tangible and easy checking, look for
the reliable sources for your
message. And agai...
#5
Nothing new.
Creative and fast
idea is the genuine
God of everything.
Take new social mission.
We are janitor of hyperreality.
RODNYA 2017
rodnya.moscow
We make creative
ideas newsworthy!
Follow us on Facebook!
Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)
Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)
Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)
Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)
Upcoming SlideShare
Loading in …5
×

Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)

93 views

Published on

Серафима Гурова, Основатель, PR-студия "RODNYA"

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Правда ли, что неправда управляет миром? Как нереальные новости приводят к реальным результатам? (Серебряный Меркурий 2017)

  1. 1. RODNYA 2016 rodnya.moscow
  2. 2. The Washington Post. Facebook fake-news writer: ‘I think Donald Trump is in the White House because of me’.
  3. 3. Paul Horner — one of the most influential fake-news writer. The one who misinformed the whole world.
  4. 4. http://cnn.com.de
  5. 5. http://nbc.com.co
  6. 6. post-truth trolles & political propagandist. Paul Horner Source Facebook account, fake sites http://abcnews.com.co High level distributors News consumers spread it via Likes/tweets/shares We, people Low level distributors
  7. 7. Is there any side effects of putting online everyone in the world? It’s 1.86 billion monthly active Facebook users as of December 31, 2016
  8. 8. “Facebook cannot claim to be entirely agnostic. If they are going to traffic in journalism and information as part of what they do, there is an obligation to separate truth from lies masquerading as fact”. JOHN AVLON Editor in Chief, the Daily Beast
  9. 9. “I am very wary of big technology companies becoming censors of what people consume. Do we allow Facebook to designate what is journalism? Are we going to say that the big tech companies today should tell us who we should turn to for news?” VINCE COGLIANESE Editor in Chief, the Daily Caller
  10. 10. “They have to take responsibility for what they have achieved, which is a system that very efficiently distributes falsehoods and lies to an enormous audience. That’s what they have to live with and it’s kind of irrelevant whether they think they are a media company or not.” JOHN COOK Executive Editor, Gizmodo Media Group
  11. 11. “ ” News and media are not the primary things people do on Facebook, so I find it odd when people insist we call ourselves a news or media company in order to acknowledge its importance. We are a technology company because the main thing we do across many products is engineer and build technology to enable all these things.
  12. 12. “ Are we actually ready to agree that our News Feed is just a matter of great technology?
  13. 13. “ ” ∼63% of users consume their news from Facebook 1. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  14. 14. ” “Trending topics” features designed to show you the latest news according to how many people are posting about a topic on Facebook. So as far is went viral — you definitely will see it. 2. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  15. 15. ” Users, indeed, tend to focus on specific narratives and join polarised groups (echo chambers) where they end up reinforcing their worldview and dismissing contradictory information. They are not open for searching the new content to compare and analyse. You look for the ideas [you agree with] and you refuse any kind of contact with something else. 3. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  16. 16. ” Discussion and elaboration of narratives in such a segregated environment elicits group polarisation and negatively influences on user emotion. 4. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  17. 17. ” 5. Because users tend to focus on a small number of pages, the news sphere of Facebook is clustered and dominated by a precise community structure and users tend to focus their attention on a single group of news outlets. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  18. 18. ” 6. People have no time to go deep inside the material and grab only the headlines to create their own view of the news agenda. Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115 http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf
  19. 19. ” “ ” For too many of us, it's become safer to retreat into our own bubbles, whether in our neighborhoods or on college campuses, or places of worship, or especially our social media feeds, surrounded by people who look like us and share the same political outlook and never challenge our assumptions. We become so secure in our bubbles that we start accepting only information, whether it's true or not, that fits our opinions, instead of basing our opinions on the evidence that is out there.
  20. 20. And what about the mass media? Could they be a light in the end of this fake tunnel?
  21. 21. MEDIA
  22. 22. 1. Be trustworthy and interactive at the same time 2. Be “live” and use fast distributing technologies 3. Be more visual and tangible 4. Be more diverse and full of special rubrics to understand each audience better 5. Be more tech and innovative to share the content in a special new way (VR)
  23. 23. Facebook is a new kind of platform and we want to do our part to enable people to have meaningful conversations. We know that our community values sharing and discussing ideas and news, and as a part of our service, we care a great deal about making sure that a healthy news ecosystem and journalism can thrive. “
  24. 24. Facebook rolled out it’s solution to fake news.
  25. 25. What about us?
  26. 26. #1 Break out of the echo chambers
  27. 27. Check the links! http://cnn.com NEVER http://cnn.com.de
  28. 28. #2 Use ant test echo chambers — invest less and get more. You have no need to be everywhere to actually be everywhere. Because everywhere doesn’t exist anymore — there is only social bubbles around.
  29. 29. #3 Explore your audience in a proper new way. Forgetaboutwomen25-30 with2childrenlovingfashionand cookingactiveandeasy-going. Explore the way to find your consumer in a different echo chambers.
  30. 30. #4 Help people: make everything real, tangible and easy checking, look for the reliable sources for your message. And again use different opinion leaders for different bubbles.
  31. 31. #5 Nothing new. Creative and fast idea is the genuine God of everything.
  32. 32. Take new social mission. We are janitor of hyperreality.
  33. 33. RODNYA 2017 rodnya.moscow We make creative ideas newsworthy! Follow us on Facebook!

×