
Zuckerberg’s metamorphosis in “Bad Chico”: Should advertisers propinate a slap?
Mark Zuckeberg was approximately three weeks ago, it was picked up with an announcement from which dozens of analysis throughout the globe would end up sprouting. The Meta CEO announced the end in the United States of the data verification program on Facebook and Instagram to trust its place in the so -called “community notes”following the wake of X, where the “fake news” and hate messages have long run at will (and could also become omnipresent in the coming months on the social networks of Meta).
What a goal has decided to undertake such a striking shock, however, Julia Jäkel is not surprisingwhich was CEO of the German editorial group G+J in the period between 2013 and 2021. It is astonishing, on the other hand, Jäkel that has so abruptly decided to print Zuckerberg to his words and his actions. “I am impacting the language, rhetoric and the obvious polarization with which Zuckerberg is now positioning the company he leads,” says Jäkel in an interview with horizon.
Of all, contemplated in retrospect, The latest goal actions and his CEO Mark Zuckerberg could be guessed in some way according to how their behavior has been in the past. We are facing the final traca of a metamorphosis in the behavior of Zuckerberg that has only become more conspicuous and evident in the course of recent years, says Jäkel.
The CEO of G+J is surprised that Zuckerberg has assimilated in such a short time all the terms of Donald Trump’s magic movement. «Zuckerberg now uses a radicalized language. He uses the term of defamatory dyes ‘Legacy Media’ to refer to traditional media, whom he accuses of being ‘outdated’ and practicing the ‘censorship’. He also speaks of the ‘new era’ that supposes the irruption in the government of Donald Trump. And not simply abjurad with their ‘fact checkers’, but put them with unrempted Facebook and Instagram boxes. The hard and raw language used by Zuckerberg makes me frankly afraid, ”admits Jäkel.
Has Mark Zuckerberg became Adalid of “Bro”?
In Jäkel’s opinion Zuckerberg embraced clearly and almost point by point the precepts of “bro” culture. Meta CEO is now a «man who wants to fight inside a cage with Elon Musk, which practices mixed martial arts and displays in general terms hypermasculine hobbies. He is a man who also looks in the neck a thick gold necklace that costs about $ 900,000. And all these things do not cease to be statements of intentions. Zuckerberg, who has always been contemplated very critically by journalists, seems angry with the media, which refers to the name of ‘Media mainstream’. And he has also made a ‘rebranding’ himself to metamorphose himself in a ‘bad boy’, ”says Jäkel.
Besides, And while Mark Zuckerberg deliberately avoided for years that Facebook and Instagram were revolted in the policy mud, now use these platforms in an extraordinarily political way. «And it does not seem to do so only and exclusively moved by interests related to business. Zuckerberg seems really excited about Trump. I am curious to see how it will end up affecting so much politicization, ”says the former delegate of G+J.
Even when in the past Mark Zuckerberg was in principle far from Donald Trump, it is convenient in any case to remember that “he always showed himself reluctant to collaborate with the ‘Fact-Checkers’, with the actors of civil society and with the ‘Publishers’ . And when in January 2020 he expelled Trump from Facebook and Instagram, he seemed to do so moved by the pressures and not because he was really convinced of it«, Subraya devil.
From the point of view of Jäkel, The relationships that the Meta CEO forged in the past with the “Fact-Checkers” and with the “publishers” did not anchor in a deep conviction and were contemplated rather by Zuckerberg as “a necessary evil.”
Do the media have the responsibility of plastering X, Facebook and Instagram?
Jäkel does not dare, on the other hand, to predict whether the abolition of the Meta’s “Fact-Checking” programs will also end up closing into a reality in the old continent. And while it is true that the Digital Services Law (DSA) It is a kind of EU protective shield, that protective shield could also be eventually dejected.
In view of the gloomy future, social networks seem abolished, Jäkel believes that advertisers have to assert their opinion in this regard. «In 2017 I warned that we were at the gates of a deep crisis in the public democratic sphere and that the global digital infrastructure ran the risk of being in the hands of a few billionaires. At that time I already introduced the concept of ‘Corporate Media Responsibility’. And it is that at now to distribute their advertising budgets, advertisers inevitably have an impact on the future of society. I know that this statement may sound great, but it is true. Advertisers have an important lever in their hands. They can invest their advertising budgets on platforms that do not spend anything in the creation of content or do so in their place on those platforms that finance quality journalistic content, ”emphasizes Jäkel.
«I think there is a very deep connection between the proper functioning of democracy and the existence of healthy and independent media ecosystem. And for this reason I cannot stop recommending to advertisers to stop dump their advertising budgets in X, on Facebook and on Instagram «, he adds.
«If advertisers continue to invest full hands on social networks, it is largely because they feel seduced by metrics that give the impression that the advertising impact is presumably greater on such platformseven if not really, at least from the point of view of the ‘brand building’ », Jäkel warns.
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