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Meta, the News Media Bargaining Code, and the Selective Innumeracy of Australian News Industry Leaders

Now that the Australian federal parliament’s Joint Select Committee on Social Media and Australian Society has commenced its hearings, the question of Australian policy towards social media platforms has gained in prominence yet again. The Select Committee is conducting a somewhat poorly defined, multi-issue inquiry into several loosely linked topics, and part of its focus is on the future of Australia’s News Media Bargaining Code (NMBC) – a policy which seeks to redirect some of the substantial revenues that digital media platforms generate from online advertising to the nation’s financially struggling, often unprofitable news publishers.

There are some serious issues with this idea, and with how the NMBC is constructed, and this already led to an eight-day ban of all news content on Facebook in 2021 that my QUT DMRC colleagues and I covered in previous research – and there’s every chance that government attempts to persist with the NMBC will result in news disappearing from Facebook and other platforms yet again, and this time for longer. In Canada, which made the fateful decision to essentially copy the NMBC’s approach in its legislation, news has been absent from Meta’s platforms since August 2023 now.

Anticipating such changes, I’ve recently accepted an invitation to discuss the NMBC and its consequences in an article for The Conversation, which was published a few days ago:

Axel Bruns. “If Meta Bans News in Australia, What Will Happen? Canada’s Experience Is Telling.The Conversation, 2 July 2024.

In addition, my colleagues and I in the QUT Digital Media Research Centre and the ARC Centre of Excellence for Automated Decision-Making and Society have also made our own submissions to the Select Committee – these should appear shortly on the Select Committee’s submissions site.

I will say that my involvement in these discussions is also prompted by the egregious selective innumeracy on these matters that has already become evident in the commercial news industry’s comments to the Selection Committee. This was demonstrated most blatantly recently by NewsCorp CEO Michael Miller, as reported in his own company’s media outlets:

A Poetic Inquiry into Journalists’ Experiences of Covering the Australian Royal Commission into Institutional Child Abuse

The second speaker at this IAMCR 2024 session is Lisa Waller, whose focus is on how Australian journalists have been converging institutionalised child sexual abuse in regional Australia, following a Royal Commission into such abuses. This takes the form of a poetic inquiry, which builds on transdisciplinary collaboration between journalism research and creative practice and enables a focus on the vivid details of the situated practices of journalism as they are lived in real life.

Patterns in the Coverage of the Norwegian Truth and Reconciliation Commission

And the final day at IAMCR 2024 starts for me with a session on journalism research. The first presenter is the wonderful Eli Skogerbø, whose focus here is on the media coverage of the Truth and Reconciliation Commission on the injustices perpetrated against the indigenous Sámi people in Norway. This work emerges from the Trucom research project, which importantly also involved Sámi researchers.

Chinese Disinformation Attacks in the 2024 Taiwanese Presidential Election

And the final speaker in this IAMCR 2024 session is Chen-ling Hung, whose focus is on Chinese disinformation attacks on Taiwan during the presidential election on 13 January 2024. Given its exposed position at the frontier between democracy and autocracy, Taiwan is most targetted by foreign disinformation attacks, yet remains a democratic country with the highest level of press freedom in Asia; there is considerable social awareness of disinformation challenges.

How Microsoft Copilot Provided (Mis)information about the 2024 Taiwanese Presidential Election

The third presenter in this IAMCR 2024 session is Joanne Kuai, whose interest is in LLM-powered chat bots and search engines. There is a considerable shift now underway in search: instead of presenting a list of search results, search engines are gradually moving towards the presentation of a summary of the search topic, with references attached. This is true for Google’s Gemini, Microsoft Copilot, and Baidu search, and especially important as more than half the world’s population participates in elections in 2024.

Responses to Disinformation by the Leading Candidates in the 2022 Brazilian Election

The final IAMCR 2024 session for today is in disinformation and polarisation, and starts with Ivan Paganotti’s presentation on institutional communication by the leading candidates’ campaign Websites in the 2022 Brazilian election. In particular, he is interested in whether and how they tried to respond to electoral disinformation, and whether they had policies to curtail such disinformation once in office.

Chinese Government Disaster Communication during the Zhengzhou Rainstorm Crisis

The next speaker in this IAMCR 2024 session is Jintao Zhang, whose interest is in the Chinese government’s social media crisis response to the Zhengzhou rainstorm. This occurred in July 2021, and resulted in substantial damage and loss of life.

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