Meta, the company behind Facebook and Instagram, has made significant changes to its approach to political content. This shift began in January 2021, following the U.S. Capitol riots.
Mark Zuckerberg, Meta’s CEO, announced a new goal to reduce political content on the company’s platforms.
The effects of this decision are now evident. Political posts are less prominent on Facebook, Instagram, and Threads.
Default settings on these apps now limit the visibility of campaign and candidate-related content. The spread of political misinformation has also been curtailed due to the removal of certain transparency tools previously used by journalists and researchers.
Inside Meta, the focus on election security has decreased. Zuckerberg no longer holds weekly meetings with election security heads.
The number of full-time employees working on election-related issues has been reduced. The company has also disbanded its dedicated election integrity team, though it claims these workers were integrated into other departments.
Meta’s approach to the upcoming U.S. election differs from previous years. Instead of a “war room,” the company plans to run an election operations center closer to the November vote.
This center was active during presidential debates and primaries.
Zuckerberg recently expressed his desire for Meta to maintain a neutral stance in politics. In a letter to the House Judiciary Committee, he stated that the goal was to avoid playing a role or even appearing to do so in political matters.
This change marks a stark contrast to Meta’s previous eagerness to be at the forefront of election-related discussions. The company now focuses on recommending content about sports, cooking, animals, and celebrity news to its users.
As Meta steps back from political content, other platforms have become more prominent in political discussions. TikTok and X (formerly Twitter) have seen increased political activity.
Political campaigns have turned to TikTok creators to connect with young voters. Elon Musk, X’s owner, frequently posts about political matters on the platform.
It’s important to note that political content hasn’t disappeared entirely from Meta’s platforms. Users can still find political groups and posts if they search for them.
Private groups on Facebook and WhatsApp continue to be spaces where misinformation can spread. Meta still removes disinformation campaigns from various countries.
The company maintains that it hasn’t reduced its efforts to combat misinformation. Meta reports having 40,000 employees working on safety and security, with a $20 billion investment in these areas since 2016.
The company also claims it has not decreased the number of people working on election-related issues.
Meta’s shift away from politics has been a gradual process. From 2017 to 2021, Zuckerberg engaged with lawmakers following criticism of the company’s role in spreading disinformation during the 2016 election.
Despite efforts to address these concerns, Meta faced ongoing challenges in managing political content.
The 2020 election proved particularly difficult for Meta. Political conspiracy theories spread widely on its platforms, including false claims about election fraud.
The January 6 Capitol riot further intensified criticism of Meta’s role in political discourse.
In response, Zuckerberg announced plans to reduce political content on Facebook in early 2021. By the 2022 midterm elections, Meta had restructured its election teams and begun testing ways to limit political content in some markets.
The company’s newest platform, Threads, was launched with a focus on avoiding political recommendations. Instagram and Threads now limit political content recommendations to users who opt in to receive such content.
Meta’s current strategy reflects Zuckerberg’s personal shift away from political engagement. His recent social media posts focus more on technology and personal interests, moving away from political topics.
This change in direction has led to fewer headlines about Meta’s role in political discourse. The company aims to maintain user engagement while reducing its involvement in political matters.
Meta reports continued growth in users and revenue, attributing this to improved ad targeting using artificial intelligence.
Meta’s new approach has drawn both praise and criticism. Some view it as a necessary step back from the intense political spotlight, while others see it as a retreat from important societal discussions.
The company’s decision to reduce political content visibility doesn’t mean complete elimination. Users can still access political information if they choose to do so.
Meta maintains that this approach aligns with user preferences for less political content in their social media experience.
As the 2024 U.S. election approaches, Meta’s altered stance on political content will be closely watched. The company’s ability to balance user preferences, platform safety, and societal responsibilities will be tested in this new landscape of reduced political engagement.
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