Sexism campaign: Facebook learns a lesson

 
Woman looks at social media on smartphone

Facebook, like other web superpowers, has always wanted to be seen as a technology business, not a media player. That's because media companies, which control their own content, are under the spotlight from regulators, politicians and advertisers.

But overnight the company has had to respond to a campaign by women's rights groups, angry about its apparent tolerance of misogynistic hate speech on the site. Facebook has been forced to face facts - offensive content posted on its platform will be seen by many as its responsibility and could harm its business.

Facebook's first response to campaigns by people disturbed by hateful material of any kinds on its pages has usually been to point out that it is a self-policing community, with controls that enable users to report offenders against its code.

But now the social network admits that isn't working.

"In recent days, it has become clear that our systems to identify and remove hate speech have failed to work as effectively as we would like, particularly around issues of gender-based hate."

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Sky, American Express and Dove beauty products are among the brands affected”

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Facebook then outlines a series of moves to shore up those systems. The most significant appears to be an insistence that anyone posting cruel or insensitive humour - not hate speech - has to stand behind that with their own authentic identity so that they can be called out by other users.

Women, Action and the Media, one of the groups which had been calling for action against anti-women hate speech, welcomed Facebook's move, hoping it would mark "an historic transition in relation to media and women's rights".

Last month, the social network removed decapitation videos from the site, after first maintaining that it could not censor material posted by users which gave a view of the "world in which we live".

So, is Facebook growing up, aware at last that it is a media company and has to take responsibility for the content created by its billion or so users?

Maybe, but it is also a business which desperately needs to keep growing its revenue from advertisers. It has been reported that a number of major companies have suspended their advertising after their messages were seen alongside offensive material on Facebook.

The Nationwide Building Society used its Twitter account - @asknationwide - to apologise to those who complained and announce it was suspending advertising. "Our ads target a user's profile based on location, not pages. We'll suspend our ads. Sorry for any upset this has caused," read a series of tweets.

Lessons then, for the social media firm and for those campaigning to force it to change. Facebook has learned that the spotlight on its content will shine ever brighter - and the campaigners have worked out that if you want a speedy response, target the advertisers.

 
Rory Cellan-Jones Article written by Rory Cellan-Jones Rory Cellan-Jones Technology correspondent

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  • rate this
    0

    Comment number 340.

    "Facebook...has always wanted to be seen as a technology business, not a media player."

    ===

    What? Not like your page then, Rory, eh?

  • rate this
    0

    Comment number 339.

    PS - Deeply, those figures aren't good, they are appalling.

    And I would encourage anyone to visit the site you linked to, to see what a warped interpretation you have put on something trying to help and educate people in bad situations.

    Derpsworth - your facts are wrong again. Male figures are known and are included in the sites I posted. So I have seen them.

    Goodnight Guys.

  • rate this
    -2

    Comment number 338.

    335.Susan
    You did look it up? then please tell me the stats of violent crime - who seems to be the biggest victim of violent crime? Oh, you could specify the subset of dv where it appears women are the victims (actual male victim numbers are unknown), but then surely if i only counted race-related crime, ethnic minorities would seem the biggest victims

    A: over 75% victims are male

  • rate this
    +2

    Comment number 337.

    @333, anyone can post links to shock sites, but it isn't helpful to this debate. Try the actual facts from government and recognised agencies and evidenced research from academics that I have linked to. This is actual facts on the level of gender violence in the world and in the UK and on how cultural acceptance, like facebook pages allows it to continue.
    At that, I now leave the debate.

  • rate this
    0

    Comment number 336.

    @335. Examples taken from http://www.badhealth.nhs.uk/domestic-violence/facts-about-domestic-violence/56.html as examples of DV:

    sexually transmitting diseases
    refusing to give money
    asking for an explanation of how every penny is spent
    Swearing
    making a partner feel unattractive
    gambling

    Yup, gambling is a form of DV, not irresponsible gambling, just gambling.

    No wonder your stats are so good

 

Comments 5 of 340

 

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