The Verge reports on a set of changes to Facebook aimed at counteracting misinformation on its platform. The changes come ahead of next years’ elections in the U.S., and include tools to protect candidates’ accounts, more transparency about the entities that manage Facebook pages, and new advertiser guidelines.
Reading through this list reminds me of the role television has played in influencing electoral outcomes. Compared to an information environment like Facebook, television — even in its current state, with hundreds of channels to choose from — has limited bandwidth. As a result, both actors and gatekeepers must be selective about what they publish on TV.
Compared to television, publishing on digital social platforms is cheap and easy. Anyone can publish anything, including variations on ads so they can be optimized for effectiveness. Additionally, on a social platform like Facebook, the people who are being influenced can also be publishers — that is, they can help spread messages “virally.” As a result, digital is a more effective platform for persuasion than TV.
I’m glad to see Facebook making structural changes to increase transparency and trustworthiness of their platform. Given its scale and reach, these changes could have an impact on the fairness of elections.