Facebook Restore news content For Australian users this week after the Morrison government has agreed to amend the proposed media negotiation law.
But while Australians bring news back into the feed, experts say its power is still honestly related to Facebook and Rupert Murdoch.
After Facebook blocked all news on the Australian platform last week, including government pages, health and emergency services, tech giants negotiated fair payments with news publishers to share content. Backflip occurs in response to the mandatory bill.
The historic ban has shaken Australia and the world and served as a warning to other governments considering enforcing similar rules for companies.
But on Tuesday, Treasury Minister Josh Frydenberg and Communications Minister Paul Fletcher announced that the deal had taken place as the bill was being discussed in the Senate.
“Facebook has reunited with Australia,” Frydenberg told reporters when he announced the amendment.
But what does this really mean? And who has a better end to the deal?
According to digital media experts, the biggest winners are Facebook and major media outlets such as News Limited and Channel Nine.
“Most of the time, Facebook wins,” said Axel Bruns, a digital media researcher at Queensland Institute of Technology.
“It’s undermining the news media negotiation code in the way it was designed. That essentially means that Facebook can’t easily enforce any kind of arbitration that it doesn’t want.”
In other words, as long as Facebook has signed commercial contracts with “key players” such as Channel Nine, News Limited and ABC, they will not be included in the code.
# Breaking news: As a positive development this afternoon, Seven West Media has announced a commercial partnership with Facebook to deliver news content across metro and regional media platforms. @PaulFletcherMP
— Josh Frydenberg (@JoshFrydenberg) February 23, 2021
“It would be very difficult for anyone to do anything with code,” said Dr. Tama Lieber, a professor of Internet studies at Curtin University.
“It’s like a gun sitting at the accounting desk he decided not to use.”
It’s up to Facebook to decide whether to pay one news agency more than another.
“This is a change in the balance from Facebook sticks to carrots,” said Professor Brands.
Recalling Australia’s strong position on Tuesday, Campbell Brown, head of Facebook’s news partnership, said, “We retain the ability to decide whether news will appear on Facebook and are automatically subject to forced negotiations. I will try not to become. “
This means that if Facebook doesn’t work, we may suddenly delete news for Australian users in the future.
Major media outlets
“The biggest winner is News Limited,” said Dr. Leaver. TND.
“It’s because they got what they wanted. It was to find a mechanism to withdraw some money from social media companies.
It is a well-known fact that Australian newspaper ownership is already the most concentrated in the world.
Rupert Murdoch’s News Corp Australia owns nearly two-thirds of Australia’s daily newspaper. Herald Sun, The Daily Telegraph And that Australian person.
And it seems that the company will take the lead again.
“As far as I know, they are the only ones to do business globally,” said Dr. Lieber.
Professor Brands said the negotiation agreement would provide some cash flow to large for-profit businesses such as Channel Nine and News Corp Australia.
“It’s going to be like royalties in the music industry. Money will always be paid primarily to major labels,” he said.
“This benefits some of the major players such as Nine and News Corp and ABC, but that’s it.”
Local newspapers, independent media outlets, and Australians cannot get much from this deal.
The main advantage is that Facebook will start again allowing news content to return to the platform, but it will not increase media diversity much.
This is because large media companies are likely to rush to do all the commerce with the platform.
“Facebook didn’t really understand its social responsibility,” said Professor Brands.
“Major news organizations are very enthusiastic about supplementing their funding, given that the underlying business model is fundamentally failing.
“And the government is designed to help small media outlets to expand the diversity of Australia’s media environment, or to further support the struggling news business in the region.”
But Dr. Lieber said Facebook could also emerge as a loser.
“Facebook won globally, but lost to the Australians,” he said.
“The damage to reputation is very high. Hopefully this is an unhealthy choice for Australians to have some degree of diversity in social media and to rely on any one commercial platform. It will be the moment you realize that there is. “
Facebook deal means these people win – and these lose Source link Facebook deal means these people win – and these lose