Серафима Гурова, Основатель, PR-студия "RODNYA"

1. RODNYA 2016
rodnya.moscow

2. The Washington Post.
Facebook fake-news writer:
‘I think Donald Trump is in the White House because of me’.

3. Paul Horner —
one of the most influential
fake-news writer.
The one who misinformed
the whole world.

4. http://cnn.com.de

5. http://nbc.com.co

8. post-truth trolles &
political propagandist.
Paul Horner
Source
Facebook account, fake sites
http://abcnews.com.co
High level distributors
News consumers spread it via
Likes/tweets/shares
We, people
Low level distributors

9. Is there any side effects
of putting online
everyone in the world?
It’s 1.86 billion monthly
active Facebook users
as of December 31, 2016

10. “Facebook cannot claim to be entirely agnostic. If
they are going to traffic in journalism and information
as part of what they do, there is an obligation to
separate truth from lies masquerading as fact”.
JOHN AVLON
Editor in Chief, the Daily Beast

11. “I am very wary of big technology companies becoming
censors of what people consume. Do we allow
Facebook to designate what is journalism? Are we
going to say that the big tech companies today should
tell us who we should turn to for news?”
VINCE COGLIANESE
Editor in Chief, the Daily Caller

12. “They have to take responsibility for what they have achieved,
which is a system that very efficiently distributes falsehoods
and lies to an enormous audience. That’s what they have to
live with and it’s kind of irrelevant whether they think they are a
media company or not.”
JOHN COOK
Executive Editor, Gizmodo Media Group

13. “
”
News and media are not the primary things
people do on Facebook, so I find it odd when
people insist we call ourselves a news or media
company in order to acknowledge its importance.
We are a technology company because the main
thing we do across many products is engineer
and build technology to enable all these things.

14. “
Are we actually ready to agree that our
News Feed is just a matter of great
technology?

15. “
”
∼63% of users consume their
news from Facebook
1.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

16. ”
“Trending topics” features designed to show
you the latest news according to how many
people are posting about a topic on Facebook.
So as far is went viral — you definitely will see it.
2.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

17. ”
Users, indeed, tend to focus on specific narratives and join
polarised groups (echo chambers) where they end up
reinforcing their worldview and dismissing contradictory
information. They are not open for searching the new
content to compare and analyse.
You look for the ideas [you agree with] and you refuse
any kind of contact with something else.
3.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

18. ”
Discussion and elaboration of narratives in
such a segregated environment elicits group
polarisation and negatively influences on user
emotion.
4.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

19. ”
5.
Because users tend to focus on a small number
of pages, the news sphere of Facebook is
clustered and dominated by a precise community
structure and users tend to focus their attention
on a single group of news outlets.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

20. ”
6.
People have no time to go deep inside
the material and grab only the headlines
to create their own view of the news
agenda.
Laboratory of Computational Social Science, Networks Department, IMT Alti Studi Lucca, 55100 Lucca, Italy; bIUSS Institute for Advanced Study, 27100 Pavia, Italy; cISC-CNR Uos “Sapienza,” 00185 Rome, Italy; and dDepartment of Physics, Boston University, Boston, MA 02115
http://www.pnas.org/content/early/2017/02/28/1617052114.full.pdf

23. ”
“
”
For too many of us, it's become safer to
retreat into our own bubbles, whether in our
neighborhoods or on college campuses, or
places of worship, or especially our social
media feeds, surrounded by people who
look like us and share the same political
outlook and never challenge our
assumptions.
We become so secure in our bubbles that
we start accepting only information,
whether it's true or not, that fits our
opinions, instead of basing our opinions on
the evidence that is out there.

24. And what about the mass
media? Could they be a light in
the end of this fake tunnel?

25. MEDIA

26. 1. Be trustworthy and interactive at the same time
2. Be “live” and use fast distributing technologies
3. Be more visual and tangible
4. Be more diverse and full of special rubrics to
understand each audience better
5. Be more tech and innovative to share the content in
a special new way (VR)

27. Facebook is a new kind of platform and we want to do our part to
enable people to have meaningful conversations. We know that our
community values sharing and discussing ideas and news, and as a
part of our service, we care a great deal about making sure that a
healthy news ecosystem and journalism can thrive.
“

28. Facebook rolled out it’s solution to fake news.

29. What about us?

30. #1
Break out of the echo
chambers

31. Check the links!
http://cnn.com NEVER http://cnn.com.de

32. #2
Use ant test echo chambers — invest
less and get more. You have no need
to be everywhere to actually be
everywhere. Because everywhere
doesn’t exist anymore — there is only
social bubbles around.

33. #3
Explore your audience in a proper
new way. Forgetaboutwomen25-30
with2childrenlovingfashionand
cookingactiveandeasy-going.
Explore the way to find your
consumer in a different echo
chambers.

34. #4
Help people: make everything real,
tangible and easy checking, look for
the reliable sources for your
message. And again use different
opinion leaders for different bubbles.

35. #5
Nothing new.
Creative and fast
idea is the genuine
God of everything.

36. Take new social mission.
We are janitor of hyperreality.

37. RODNYA 2017
rodnya.moscow
We make creative
ideas newsworthy!
Follow us on Facebook!