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El boicot de grandes anunciantes contra Facebook sigue creciendo pese a la reacción de Zuckerberg | Tecnología

El boicot de grandes anunciantes contra Facebook sigue creciendo pese a la reacción de Zuckerberg | Tecnología

La lista sigue creciendo. Hasta el domingo, más de 160 empresas, entre ellas algunos de los mayores anunciantes del mundo, habían decidido suspender la publicidad en Facebook en respuesta a la falta de compromiso de la compañía con el control de la información tóxica y el discurso de odio. El boicot a Facebook ha aumentado exponencialmente en solo un fin de semana, está amenazando el valor en Bolsa de la compañía y revela una amplia preocupación por el papel que las redes sociales van a jugar en la actual campaña electoral en Estados Unidos para los comicios presidenciales del 3 de noviembre.

La campaña pidiendo el boicot a Facebook comenzó el pasado 17 de junio, pero despegó definitivamente el pasado viernes, cuando Unilever, uno de los mayores anunciantes del mundo, decidió retirar toda su publicidad de la plataforma. En las siguientes horas, la red social perdió la publicidad de compañías como Coca-Cola, Honda, Verizon o Levi Strauss. El domingo, se sumó el gigante de las cafeterías Starbucks, el sexto mayor anunciante de Facebook el año pasado.

La retirada fulminante de anunciantes hizo reaccionar al fundador y CEO de la compañía, Mark Zuckerberg, que durante años se ha negado a aplicar controles para evitar el uso de su plataforma para la intoxicación política y la propagación de conspiraciones y discursos de odio. El viernes, Zuckerberg anunció una nueva política por la que va a prohibir cualquier mensaje relacionado con el llamado discurso de odio en su plataforma, es decir, mensajes con contenido que, según los editores de Facebook, promueva la discriminación.

Además, etiquetará los contenidos que considere de especial valor periodístico para el público. La decisión parece ir encaminada a promocionar contenidos relevantes. La red social Twitter decidió por su parte este mes empezar a etiquetar como peligroso contenido del rey de las redes sociales, el presidente estadounidense, Donald Trump. Facebook lleva recibiendo críticas años porque se ha negado expresamente a controlar cualquier tipo de información tóxica que se comparte en su plataforma en nombre de la libertad de expresión. Zuckerberg afirmó que la nueva política estaba en estudio tres semanas antes de que empezara la campaña de boicot. Facebook es la segunda plataforma de anuncios del mundo, por detrás de Google, con unos ingresos anuales por publicidad de 69.700 millones de dólares (61.780 millones de euros).

La campaña la comenzaron las organizaciones Free Press y Common Sense Media, con apoyo del principal lobby de defensa de los afroamericanos, NAACP, y el principal lobby judío, la Liga Antidifamación (ADL), bajo el nombre de Stop Hate for Profit (no al odio por dinero). En una entrevista el domingo en Reuters, el director ejecutivo de Common Sense Media, Jim Steyer, afirmó que el siguiente paso es hacerla global y conseguir que se sumen grandes marcas europeas.

La retirada de la publicidad de Facebook llega en un momento muy particular. Por un lado, las empresas están cancelando campañas masivamente de todas maneras por el parón en el consumo derivado de la pandemia de coronavirus. Además, se produce en medio de la indignación que está cambiando el discurso sobre el racismo y el odio en EE UU y que ha hecho intolerable cualquier ambigüedad racista o discriminatoria. Pero sobre todo revela una preocupación por la falta de evolución de las redes sociales desde que la campaña de Donald Trump las utilizó para desincentivar el voto y propagar desinformación en condados clave en 2016.

Mark Zuckerberg, el presidente de Facebook. En vídeo, Zuckerberg explica las nuevas medidas de la empresa para combatir el discurso de odio.Reuters (REUTERS)

Apenas nada ha cambiado desde aquella campaña, que tomó al mundo político por sorpresa y que ha provocado investigaciones en el Congreso estadounidense. La posibilidad de que se repita es uno de los grandes asuntos de la campaña de 2020. Cada avance de las redes sociales en la dirección de controlar un poco más el contenido que se comparte en ellas es contestado por Donald Trump con acusaciones de censura y sesgo.

Las acciones de Facebook bajaron un 8% el viernes. La cifra supone borrar en un día 56.000 millones de dólares (49.000 millones de euros) del valor de la empresa. Para Zuckerberg, supuso una pérdida de 7.200 millones (6.300 millones de euros) en su fortuna personal. Las de Twitter, a pesar de que esta red social no es objeto de la campaña de boicot, cayeron un 7%.

El pasado 18 de junio marcó un parteaguas en la relación de Facebook con Donald Trump, cuando la plataforma retiró un anuncio de campaña del presidente por contener un símbolo que podía confundirse con uno utilizado por los nazis. La campaña de Trump identificó al difuso grupo de ultraizquierda antifa con un triángulo rojo invertido, el símbolo que los nazis cosían en la ropa de los prisioneros políticos en los campos de concentración. El mensaje fue denunciado por la Liga Antidifamación. La decisión de Facebook supuso un antes y un después en su política de no intervenir en el contenido político de su plataforma.

Puedes seguir a EL PAÍS TECNOLOGÍA RETINA en Facebook, Twitter, Instagram o suscribirte aquí a nuestra Newsletter.

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Gepostet von ADL - Anti-Defamation League am Mittwoch, 17. Juni 2020

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Three weeks ago, I committed to reviewing our policies ahead of the 2020 elections. That work is ongoing, but today I...

Gepostet von Mark Zuckerberg am Freitag, 26. Juni 2020

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Fuente de TenemosNoticias.com: elpais.com / Pablo Ximénez de Sandoval

Publicado el: 2020-07-07 20:27:15
En la sección: Feed MRSS-S

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