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  • In 2016, social media was the battleground in the U.S. presidential election

    2016年,社交媒體是美國總統大選的戰場。

  • as Republican and Democratic candidates sought to win the hearts and minds of voters.

    由於共和黨和民主黨候選人試圖贏得選民的心。

  • Four years later, as the nation takes to the polls again,

    四年後,當全國人民再次參加投票時。

  • the role of social media and the influence of advertisers are taking center stage.

    社交媒體的作用和廣告商的影響正成為中心。

  • You have freedom of speech, but you don't have a right to reach.

    你有言論自由,但你沒有權利接觸。

  • It's the idea that you can say hateful stuff on Facebook, but no one else should have to see it.

    就是你可以在Facebook上說一些可惡的東西,但其他人不應該看到。

  • And no brand should ever be paying for it. And you should never profit from it.

    而任何品牌都不應該為此付出代價。而你也不應該從中獲利。

  • Those are the lines you can draw and that these platforms are currently not taking responsibility for.

    這些都是你可以劃定的界限,而這些平臺目前並不承擔任何責任。

  • Facebook makes billions of dollars from advertising. In July, more than 1,000 companies

    Facebook從廣告中賺取了數十億美元。7月,超過1000家公司

  • pulled their ads from the platform over concerns they were placed next to

    從平臺上撤下他們的廣告,因為擔心他們的廣告被放在旁邊。

  • racist or other harmful content, and were in effect funding it.

    種族主義或其他有害內容,實際上是在資助這些內容。

  • The move was part of the StopHateForProfit campaign

    此舉是StopHateForProfit運動的一部分。

  • and included companies like Starbucks, Unilever and Coca-Cola,

    幷包括星巴克、聯合利華和可口可樂等公司。

  • which called on Facebook to do more to tackle hateful posts on the platform.

    其中呼籲Facebook採取更多措施來處理平臺上的仇恨帖子。

  • But there are no easy answers as to how this can be achieved,

    但如何才能做到這一點,卻沒有簡單的答案。

  • especially since the content revolves around complex issues

    尤其是內容圍繞著複雜的問題而展開。

  • such as politics, misinformation and freedom of speech.

    如政治、錯誤信息和言論自由。

  • For years, social media platforms have resisted calls

    多年來,社交媒體平臺一直在抵制呼籲。

  • to take tougher action against hateful and divisive content.

    對仇恨和分裂的內容採取更嚴厲的行動。

  • As early as 2013, advertisers such as Japanese automaker Nissan

    早在2013年,日本汽車製造商日產等廣告商就。

  • and British financial institution Nationwide withdrew their advertising on Facebook

    和英國金融機構Nationwide撤回了他們在Facebook上的廣告。

  • after concerns about offensive content on the site.

    在擔心網站上的攻擊性內容後,。

  • Then, Facebook admitted that itssystems to identify and remove hate speech

    隨後,Facebook承認其 "識別和刪除仇恨言論的系統。

  • have failed to work as effectivelyand it remained committed

    未能有效地開展工作",並繼續致力於解決這一問題。

  • to make its platform a “safe and respectful place.”

    以使其平臺成為一個 "安全和受尊重的地方"。

  • In the years that followed, critics continue to heap pressure on the tech giants

    在隨後的幾年裡,批評家們不斷向科技巨頭們施加壓力

  • as major events such as elections and human rights issues unfolded on social media.

    隨著選舉和人權問題等重大事件在社交媒體上展開。

  • These issues resurfaced in 2020 after a Black man named George Floyd

    這些問題在2020年,在一個名叫喬治-弗洛伊德的黑人之後再次出現。

  • was killed in police custody in Minneapolis in May.

    5月在明尼阿波利斯被警方拘留時被殺。

  • After protests broke out across the country, U.S. President Donald Trump

    在全國各地爆發抗議活動後,美國總統特朗普(Donald Trump)。

  • took to Facebook and Twitter to suggest he would take military action and stated:

    在臉書和推特上暗示他將採取軍事行動,並表示。

  • when the looting starts, the shooting starts.”

    "當搶劫開始時,射擊開始。"

  • Twitter hid Trump's tweet for glorifying violence, saying it went against its policies,

    推特隱藏了特朗普美化暴力的推特,稱其違背了其政策。

  • but Facebook declined to act, saying that his speech should bescrutinized out in the open.”

    但Facebook拒絕採取行動,稱他的言論應該 "公開審查"。

  • In July, an audit suggested some of Facebook's decisions weresignificant setbacks for civil rights.”

    7月,一項審計表明,Facebook的一些決定是 "民權的重大挫折"。

  • A Facebook spokesperson said in a statement to CNBC that the company is making investments

    Facebook發言人在給CNBC的一份聲明中表示,該公司正在進行投資。

  • to keep its community safe and working with outside experts to review and update its policies.

    保持其社區安全,並與外部專家合作,審查和更新其政策。

  • "We know we have more work to do, and we'll continue to work with civil rights groups,

    "我們知道我們還有更多的工作要做,我們將繼續與民權團體合作。

  • the Global Alliance for Responsible Media, and other experts

    全球負責任媒體聯盟和其他專家。

  • to develop even more tools, technology and policies to continue this fight,” Facebook added.

    開發更多的工具、技術和政策來繼續這場鬥爭,"Facebook補充道。

  • Facebook has also had to deal with staff staging a virtual walkout

    Facebook也不得不處理員工舉行虛擬罷工的問題。

  • over its stance on the president's post, as well as advertisers pausing campaigns.

    過其對總統職位的立場,以及廣告商暫停活動。

  • One estimate suggests that the ad boycott from large brands

    有估計認為,來自大品牌的廣告抵制行為。

  • only equated to about 1% of Facebook's total ad revenue,

    只相當於Facebook總廣告收入的1%左右。

  • because most of its advertising dollars come from small-to-medium sized businesses.

    因為它的大部分廣告費來自於中小型企業。

  • What do brands want from Facebook, because they have anti-hate speech policies already?

    因為品牌已經有了反仇恨言論的政策,所以品牌想從Facebook得到什麼?

  • Brands want Facebook to enforce those policies more strictly.

    品牌希望Facebook能夠更嚴格地執行這些政策。

  • So Mark Zuckerberg, the CEO of Facebook, has had a pretty open approach to speech on Facebook

    所以,Facebook的CEO馬克-扎克伯格在Facebook上的言論態度相當開放。

  • and has been reluctant to censor all but the most heinous sorts of speech.

    並一直不願意審查除最令人髮指的言論以外的所有言論。

  • A lot of it is consumer driven. Consumers are starting to say that they want brands

    很多都是消費者推動的。消費者開始說,他們希望品牌

  • that are socially responsible and want brands to advertise on platforms that are socially responsible.

    的社會責任感,希望品牌在有社會責任感的平臺上做廣告。

  • Isn't the bigger picture about the risk of more regulation happening?

    大局不就是為了更多的監管風險的發生嗎?

  • Some government could try to step in and start regulating them more.

    一些政府可以嘗試介入,開始對他們加強監管。

  • So I think Facebook is definitely paying attention to this

    所以,我認為Facebook肯定會關注這個問題

  • and trying to kind of please all parties the best they can.

    並試圖一種取悅各方的最好的。

  • In 2017, L'Oreal, Coca-Cola, Microsoft and others pulled advertising from YouTube

    2017年,歐萊雅、可口可樂、微軟等從YouTube上撤下廣告。

  • over the misplacement of ads next to extremist content.

    因極端主義內容旁的廣告位置不當。

  • And brands' concerns over social media go back further than that.

    而品牌對社會化媒體的關注還不止於此。

  • Ann Mukherjee is the CEO and chairman of alcohol company Pernod Ricard North America,

    Ann Mukherjee是酒類公司保樂力加北美公司的CEO和董事長。

  • which makes drinks like Absolut vodka and Jameson whiskey

    該公司生產絕對伏特加和詹姆森威士忌等飲料。

  • and she's previously held marketing roles at large companies.

    她之前曾在大公司擔任過營銷職務。

  • I probably first started with social media way back, you know, ten, fifteen years ago,

    我大概是在十年前、十五年前開始使用社交媒體的,你知道的。

  • when YouTube was just first starting and everyone was just enamored

    當YouTube剛開始的時候,每個人都被迷住了。

  • by these technology platforms and the promise of them.

    由這些技術平臺和承諾。

  • And I would tell you, in those very early days, there was a lot of talk, even then, about responsibility.

    我想告訴你,在那些非常早期的日子裡,即使在那時,也有很多關於責任的討論。

  • Are people doing, and using, the internet for the right reasons?

    人們做、用互聯網的理由是否正確?

  • Pernod Ricard was one of the companies that took advertising off social media

    保樂力加是把廣告從社交媒體上撤下來的公司之一。

  • as part of the StopHateForProfit campaign and has instead put some of those dollars

    作為StopHateForProfit運動的一部分,而是將其中的一些資金

  • towards creating apps for people to report hate or misinformation online.

    朝著為人們創建在線報告仇恨或錯誤信息的應用程序。

  • Mukherjee says it did so because people now want companies to take a stand on social issues.

    慕克吉說,之所以這麼做,是因為現在人們希望公司在社會問題上採取立場。

  • We live in a world today where consumers are not just buying brands.

    我們今天所處的世界,消費者不僅僅是購買品牌。

  • They want to buy into brands. They want to understand your values,

    他們想要購買品牌。他們想了解你的價值觀。

  • what you stand for and what you stand against.

    你支持什麼,你反對什麼。

  • Employees today want to join companies that they can also buy into.

    如今的員工都希望加入自己也能買賬的公司。

  • So this notion of understanding that doing good allows you to do well, I think is becoming very important.

    所以這種理解做好事就能做好人的觀念,我覺得變得非常重要。

  • And social responsibility as you build profit has to be tied together.

    而在你建立利潤的同時,社會責任也要綁在一起。

  • It isn't just about what the brand is doing from a product perspective.

    從產品的角度來看,這不僅僅是品牌在做什麼。

  • It's about what the brand believes in from a values perspective.

    從價值觀的角度來說,就是品牌的信念。

  • So, this is a very different way of thinking about marketing

    所以,這是一種截然不同的營銷思路

  • and thinking about it in a much more responsible way.

    並以一種更負責任的方式來思考。

  • Amy Williams is tapping into that desire for a new type of marketing.

    艾米-威廉姆斯正在挖掘這種慾望,進行新型營銷。

  • She left her job at an advertising agency to start Good-Loop, an online platform

    她辭去了廣告公司的工作,創辦了一個在線平臺Good-Loop。

  • that lets people donate to charity after they've watched at least 15 seconds of an ad online.

    讓人們在觀看了至少15秒的在線廣告後,可以向慈善機構捐款。

  • She founded the business in 2016, around the same time

    她在2016年創辦了這家企業,大約在同一時間內。

  • that packaged goods company Unilever published a study showing that

    包裝商品公司聯合利華公佈的一項研究表明,"在中國市場上,我們的產品和服務都很好。

  • its sustainable brands grew at a faster rate than others in its portfolio.

    其可持續發展品牌的增長速度高於其產品組合中的其他品牌。

  • Unilever is one of the brands that took money away from Facebook,

    聯合利華是從Facebook上拿錢走的品牌之一。

  • took advertising money away from Facebook. What was your reaction when they did that?

    奪走了Facebook的廣告費。他們這麼做的時候,你的反應是什麼?

  • It's a very powerful decision they've made, and it's really exciting to see that movement grow

    這是一個非常強大的決定,他們所做的,它真的很令人興奮,看到這個運動的增長。

  • and to see hundreds of brands around the world start to really think about what their ad money fuels.

    並看到全球數百個品牌開始真正思考他們的廣告費是由什麼支撐的。

  • At a time when we have protesters on the streets fighting for racial equality,

    在我們有抗議者在街頭為種族平等而戰的時候。

  • and they're wearing facemasks to protect from a global crisis,

    他們戴著面罩來保護自己免受全球危機的影響。

  • the role of brands to help society has never been stronger.

    品牌在幫助社會方面的作用從未如此強大。

  • It's really powerful to think about one of the biggest actions

    想到最大的一個行動,真的很有力量

  • a brand has in the world, which is the dollars they spend on media.

    一個品牌在世界上擁有的,就是他們花在媒體上的美元。

  • There is a huge volume of photos, videos and text that get uploaded every single day,

    每天都有大量的照片、視頻和文字被上傳。

  • and it's very difficult for the social media sites to monitor all of it.

    而社交網站很難全部監控。

  • Can they ever really police all of the content?

    他們真的能管好所有的內容嗎?

  • A social platform is like a microcosm of humanity. Humanity comes in all sorts of shades,

    一個社交平臺就像人性的一個縮影。人性有各種不同的色調。

  • and you can never make it purely good. But I think it's more about intent

    而你永遠不可能讓它純粹的好。但我認為這更多的是關於意圖

  • and what brands expect to see if they're going to fund a platform,

    以及品牌商期望看到的,如果他們要資助一個平臺。

  • is an intent to protect their users and the most vulnerable.

    是一種保護其用戶和最脆弱的意圖。

  • And an intent to filter and prioritize the information that is valid.

    並對有效資訊進行篩選和優先處理的意圖。

  • So what's the future for the ad-funded internet? And how can the platforms find the balance

    那麼,廣告資助的互聯網的未來是什麼?各平臺又該如何找到平衡點

  • between freedom of speech and what some see as censorship?

    言論自由和一些人認為的審查制度之間的關係?

  • Advertisers are definitely moving their money online digitally. And that's going to continue, I think.

    廣告商肯定會把他們的錢轉移到網上的數字上。我想,這種情況還會持續下去。

  • With things downturning now a bit, brands are spending less.

    現在的情況有點低迷,品牌的消費少了。

  • But I think that brands are going to start to spend more once the economy picks up

    但我認為,一旦經濟回暖,品牌會開始加大消費力度

  • and possibly also after the election.

    也可能在選舉後。

  • And how do the platforms navigate that line between freedom of speech and censorship?

    而平臺又是如何在言論自由和審查制度之間遊刃有餘的?

  • People like President Trump are saying that the platforms have a liberal bias

    像特朗普總統這樣的人都說這些平臺有自由派的偏見

  • and are really censoring conservative content rather than just censoring extreme content.

    並正在真正意義上審查保守內容,而不只是審查極端內容。

  • So I think this is a really tricky issue moving forward, of how platforms are going to navigate this,

    所以我覺得這是一個非常棘手的問題,前進中的平臺如何駕馭這個問題。

  • deciding what's hate speech and what is not.

    決定什麼是仇恨言論,什麼不是;

  • For Amy Williams, advertisers might start to shift money to places taking positive action.

    對於艾米-威廉姆斯來說,廣告商可能會開始把錢轉移到採取積極行動的地方。

  • The evolution of that conversation has to be, what can we fund instead that's positive?

    這種對話的演變必須是,我們可以資助什麼,而不是積極的?

  • You know, I think there are some fantastic examples, like Brand Advance is a network of publishers

    你知道,我認為有一些夢幻般的例子, 像Brand Advance是一個網絡的出版商。

  • who are all written by diverse content producers.

    他們都是由不同的內容生產者撰寫的。

  • So, it's a really great way for brands to get their ads in front of consumers

    所以,這是一個非常好的方式,為品牌讓他們的廣告在消費者面前。

  • whilst supporting a much more diverse and inclusive publisher network.

    同時支持一個更加多元化和包容性的出版商網絡。

  • Things may be set to change at Facebook, as an independent body

    Facebook的情況可能會發生變化,作為一個獨立的機構。

  • called the Facebook Oversight Board is set to be operational later this year,

    稱為Facebook監督委員會,將於今年晚些時候投入使用。

  • with the power to review photos and videos posted on the company's platforms.

    有權審查公司平臺上發佈的照片和視頻。

  • But it might not be up and running until after one critical event: the U.S. presidential election.

    但它可能要等到一個關鍵事件:美國總統大選之後才能啟動和運行。

  • Thanks for watching.

    謝謝你的觀看。

  • What do you think of brands taking their ads off Facebook?

    你怎麼看品牌把廣告從Facebook上撤下來?

  • Let us know in the comments below and don't forget to subscribe.

    請在下面的評論中告訴我們,別忘了訂閱。

In 2016, social media was the battleground in the U.S. presidential election

2016年,社交媒體是美國總統大選的戰場。

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