Meta vs. Political Content: Navigating the Challenges Ahead

Published On Mon Nov 04 2024

Can Meta Really Avoid Political Content? | Social Media Today

Here’s the thing about Meta’s public stance on distancing itself from political content: That doesn’t mean that Meta’s apps aren’t going to be used for political influence anyway.

Last week, Forbes reported that Facebook is hosting hundreds of ads that distribute misinformation about the upcoming election, with Meta taking in millions of dollars from these campaigns, despite them clearly violating the platform’s rules.

Political Influence on Social Media Platforms

One of the ads features a stylized image of Vice President Kamala Harris with devil horns and an American flag burning behind her. Other ads feature images of Harris and VP candidate Tim Walz interposed with post-apocalyptic scenes, and pictures of Walz and President Biden mashed up with images of prescription drugs spilling out of bottles. Some of the ads question whether Harris will remain in the race and suggest that America is “headed for another civil war.”

Back in the 2016 election, Russian-based operatives used Facebook ads to promote conflicting reports about U.S. political candidates, creating discord among American voters.

Meta's Response to Political Content

Meta has been gradually moving away from political content. It’s cut its dedicated news section and ended deals with news publishers. Meta directly announced its intention to move away from political content, in favor of more entertaining, less divisive interaction in its apps.

However, Meta’s public stance against political content may just be a PR move to appease regulatory groups. Meta can’t completely avoid politics as it relies on user-generated content. The company aims to reduce the reach of political posts to minimize their presence.

Challenges for Meta

Threads, Meta's Twitter clone app, is striving to facilitate real-time discussion and engagement, making it challenging to avoid political content. Meta acknowledges user requests to reduce political discussion in the stream.

Meta’s CEO Mark Zuckerberg stated that the community doesn’t want politics and fighting to dominate their experience on the platform. Despite Meta's efforts to drive engagement with entertainment content, reducing political content remains a challenge.

The Future of Political Content on Meta

Meta faces scrutiny for its role in distributing political misinformation. As the definition of “political” content evolves, Meta will need to be clearer about its policies. The company may need to revise its approach to political content, especially after the U.S. election.

As Meta continues to be a significant player in the social media landscape, avoiding political content entirely might not be feasible. The company will need to find a balance between allowing political discourse and maintaining a positive user experience.