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 its “systems 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 effectively” and 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 be “scrutinized 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 were “significant 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。