Last July, Meta launched Threads, a new social network it hoped would compete with X (formerly Twitter), and within twenty-four hours the new app had hit thirty million sign-ups; a few months later it would have almost a hundred million monthly users, according to Mark Zuckerberg, Meta’s CEO. Not long after it launched, however, Adam Mosseri—the man in charge of both Threads and Instagram—sparked some controversy by describing how Threads would handle news, including political topics. In a nutshell, he said that while users were free to post and discuss news and politics, Threads was “not going to do anything to encourage” that kind of content. In other words, news and politics would not be recommended by the Threads content algorithm.
The controversy Mosseri triggered with these remarks resurfaced this week, when he posted an update on Threads’ approach to political news and user accounts. If a user followed political accounts on either Threads or Instagram, he said, Meta would do its best to “avoid getting between you and their content”—but at the same time, Mosseri said, the company remained focused on how to avoid recommending such content in various places across the app. The result, he added, is that political news topics and accounts will not show up as recommendations in any of the app’s features, including Explore, Reels, and Suggested Users. (Mosseri noted that if users wanted to see political recommendations, there would be a way to opt in.)
Mosseri and other Meta spokespeople described these moves as consistent with the company’s existing approach to political content, as described in a Meta blog post. “People have told us they want to see less political content,” the post states, and so the company has spent “the last few years” reducing the amount of such content that users see in their feeds or in recommendations. Meta does this, it said, because its policy is not to recommend certain types of content “to those who don’t wish to see it.” The company told Axios that anyone who discovers that their account is blocked from being recommended can request a review of this decision or “stop posting this kind of content for a period of time” in order to be eligible to be recommended again.
Note: This was originally published as the daily newsletter for the Columbia Journalism Review, where I am the chief digital writer
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