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Communications

Fake News Sharing In US Is a Rightwing Thing, Says Oxford Study (theguardian.com) 997

Posted by BeauHD from the junk-news dept.
An anonymous reader quotes a report from The Guardian: Low-quality, extremist, sensationalist and conspiratorial news published in the U.S. was overwhelmingly consumed and shared by rightwing social network users, according to a new study from the University of Oxford. The study, from the university's "computational propaganda project", looked at the most significant sources of "junk news" shared in the three months leading up to Donald Trump's first State of the Union address this January, and tried to find out who was sharing them and why. "On Twitter, a network of Trump supporters consumes the largest volume of junk news, and junk news is the largest proportion of news links they share," the researchers concluded. On Facebook, the skew was even greater. There, "extreme hard right pages -- distinct from Republican pages -- share more junk news than all the other audiences put together." The research involved monitoring a core group of around 13,500 politically-active U.S. Twitter users, and a separate group of 48,000 public Facebook pages, to find the external websites that they were sharing.
Facebook

Facebook Hired a Full-Time Pollster To Monitor Zuckerberg's Approval Ratings (theverge.com) 109

Posted by BeauHD from the campaign-marketing dept.
According to The Verge, Facebook hired a full-time pollster to track Mark Zuckerberg's approval ratings last year as the young CEO was making his 50-state tour across the country. The pollster, Tavis McGinn, reportedly "decided to leave the company after only six months after coming to believe that Facebook had a negative effect on the world." From the report: It was April, and Facebook was caught up in the fallout of the 2016 U.S. presidential election. After initially discounting the possibility that fake news had contributed to Donald Trump's victory, Facebook acknowledged that Russia-linked groups had spent more than $100,000 on political advertising. Zuckerberg undertook a nationwide listening tour modeled after a modern political campaign. McGinn would fill another role common to political campaigns: leading an ongoing poll operation dedicated to tracking minute changes in Zuckerberg's public perception. "It was a very unusual role," McGinn says. "It was my job to do surveys and focus groups globally to understand why people like Mark Zuckerberg, whether they think they can trust him, and whether they've even heard of him. That's especially important outside of the United States."

McGinn tracked a wide range of questions related to Zuckerberg's public perception. "Not just him in the abstract, but do people like Mark's speeches? Do they like his interviews with the press? Do people like his posts on Facebook? It's a bit like a political campaign, in the sense that you're constantly measuring how every piece of communication lands. If Mark's doing a barbecue in his backyard and he hops on Facebook Live, how do people respond to that?" Facebook worked to develop an understanding of Zuckerberg's perception that went beyond simple "thumbs-up" or "thumbs-down" metrics, McGinn says. "If Mark gives a speech and he's talking about immigration and universal health care and access to equal education, it's looking at all the different topics that Mark mentions and seeing what resonates with different audiences in the United States," he says. "It's very advanced research."

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