Note: This was originally published as the daily newsletter for the Columbia Journalism Review, where I am the chief digital writer
In 2018, Mark Zuckerberg, co-founder and chief executive of Facebook, said that the company was rolling out a significant change to the algorithm that governs its News Feed, in an attempt to encourage more users to interact with content posted by their friends and family, rather than content from professional sources such as news publishers and other brands. One of the reasons for doing this, Zuckerberg said, was a growing body of research showing that consuming mostly content from brands and publishers was not good for the well-being of users. However, according to a report from the Wall Street Journal published on Wednesday, the algorithm change didn’t improve the well-being of users — in fact, it actually had the opposite effect. Internal memos describe how the company’s own researchers said the changes were making the News Feed “an angrier place” by encouraging outrage and sensationalism. And when they suggested changes, Zuckerberg turned them down because they would decrease engagement, the Journal says.
The Facebook researchers “discovered that publishers and political parties were reorienting their posts toward outrage and sensationalism,” the Journal report says, because this generated higher levels of comments and reactions, which the platform uses as indications that a post is successful and should be amplified. “Our approach has had unhealthy side effects on important slices of public content, such as politics and news,” data scientists at the company said in memos that the newspaper was able to read. “This is an increasing liability. Misinformation, toxicity, and violent content are inordinately prevalent among reshares.” These researchers worked on a number of potential changes that they hoped might ameliorate the algorithm’s tendency to reward outrage, the Journal says, but memos show Zuckerberg resisted many of these solutions because he was worried they might lead to people spending less time interacting with content on the platform.
The emails and memos the newspaper quotes from are part of what it calls “an extensive array of internal company communications” that it gained access to (although it’s not clear how), which so far have produced three investigative pieces on the company’s practices, of which the News Feed story is the third. The first, from reporter Jeff Horowitz, described a little-known system within the company that allowed VIPs to avoid any repercussions for breaching the platform’s terms of service. The program, known as XCheck (pronounced cross check) allowed celebrities, politicians, athletes, and other “influencers” to post whatever they wanted, with no consequences. Although an internal Facebook report seen by the Journal referred to “a select few members” as having this ability, the story says that as of last year, close to 6 million people were covered by the XCheck program.
Continue reading “Internal memos show Facebook knew about flaws and did nothing”