TECH GIANT GOT IT WRONG
IT WAS a public dummy spit that backfired brutally. But thankfully social media giant Facebook agreed to back down on its decision to ban news on its platform in Australia. Last week, the US-based tech company flipped a switch that overnight turned its own platform into a news-free zone. It did so in response to the federal government’s news media code which is aimed at ensuring the company pays for the news that it benefits from.
It meant that both Australian and international organisations could not share articles on the site and that users would not see any news on their feeds. In Facebook’s rush to strongarm the Australian government, it also meant that other official pages – such as Queensland Health, the Bureau of Meteorology, women’s shelters, domestic violence helplines and emergency service information – were shut down.
The timing couldn’t have been worse. It’s the middle of cyclone season in Australia’s north and bushfire season to the south. As well as more traditional channels, credible media outlets have in recent times used sites such as Facebook to help disseminate emergency information at speed to as many people as possible.
The move to ban news was made the week before Australia was due to roll out its coronavirus vaccination program. At the weekend there were anti-vaccination protests held across the country and platforms like Facebook have long been guilty of allowing the misinformation such as that coming from the anti-science community to be published freely.
The tech giants have transformed the way we live our lives and whether we like it or not, many people use social media feeds as their main source of news and information. Further, the tech giants benefit from using that content through advertising revenue.
Fortunately though, the Australian public are smart. They knew to access their preferred media sources directly, signing up for direct newsletters, downloading apps like the Mercury’s and visiting or bookmarking our homepages, visiting more frequently to stay up to speed. Australian businesses pulled their advertising dollars from Facbook in response to the bullyboy tactics.
And the Australian government is also to be credited for putting its money where its mouth is, withdrawing a huge advertising spend while holding its nerve in worldleading negotiations.
The outcome of the media code in Australia could have ramifications around the world. Facebook’s decision to get back to the negotiating table is a welcome one.
Its decision to return news to its platform was essential.
But the public will be a little more wary and a little less forgiving with the social media site knowing the power it has to control messaging to a country with the click of a mouse.