A interferência do algoritmo do Facebook no modelo de negócios da indústria de mídia. Aula produzida com o auxílio da pesquisa de danah boyd. anabrambilla@gmail.com

1. Facebook and
Social Traffic
Ana Brambilla, October/2018
anabrambilla@gmail.com

2. I couldn’t wait
to know this!!

3. Ok, guys… You
rock!
But what about
me?

4. Source: We Are Social 2018

5. Is it B2B? It
seems to
be… <3

7. Source: Fanpage Karma

8. Source: Fanpage Karma

9. - Zynga reaches 20mm users
- Facebook launches “credits” (RS 30%)
- “Hide this notification” starts
- Players dropped off to a half
2008
Facebook
opens it API
and Zynga
grows
2009
- Fanpages are launched
- Zynga loses 70% of market value
2010 2011
Facebook starts NewsFeed and
edgerank [ALGORITHM]
2012
- Organic reach:
16% of fan bases
- IPO
2015
- Instant Articles
- Video first
2014
- Organic reach: 2%
- Click-bait hunting
2016 2017
- Stories kills Snapchat
- Instant Articles
proposes a 70% to 100%
of ad revenue to
publishers
Google launches AMP
Changes in algorithm prioritize
individual posts than fanpages
Trump +
post-truth
Forbes, Quartz, Hearst Bloomberg,
ESPN, WSJ, Financial Times, CBS News,
NBC, NYT and Guardian leave Instant
Articles
2018
- Cambridge Analytica
- Leak of 50mm
users’ data
Watch
2013
Traffic to media
sites grows over
170% (yoy)

10. Danah Boyd
Robyn Caplan
ALGORITHM
=
BUREAUCRACY

11. Algorithms...
… drive people’s ATTENTION.
Business Model of Media Industry
Media DEPENDANT of Tech Industry

12. TECH INDUSTRY
MEDIA INDUSTRY
ACCOUNTABILITY

13. How Facebook
algorithm is impacting
Media as an
INSTITUTION?

14. “Technology
is neutral”

15. Algorithms are a finite set of rules
which gives a sequence of operations
for solving a specific type of problem.
(Donald Knuth, 1968)
Bureaucracy is a mechanism used by
the state to induce rationality within
complex political and economic
environments.
(Max Weber, century XIX)

16. MEDIA-AS-A-PROCESS
“... newsmaking is an ongoing process and a collaborative venture
between journalists and audiences.
Meyer (2013) found that, because of social media, audiences expected
journalists to write stories they could ‘relate’ to, mirroring expectations
from the personalization of content that occurs over algorithmic and
data-driven networks, such as Facebook.”

17. Does the algorithms’ logic
contribute to personalization
and freedom of choice?

18. CITIZEN
To interact to the State, he
needs to UNDERSTAND the
terms of bureaucracy
STATE
Defines the terms of bureaucracy
WHO KNOWS
HOW THE
FACEBOOK
ALGORITHM
ORKS?

19. TRANSPARENCY & AUDITABILITY
“If humans are responsible for carrying out mechanisms of bureaucracy, to
some degree, they must understand how the bureaucracy works. Within
algorithmic bureaucracies, code often serves to mediate these
relationships, as well as the relationships between data collected through
the platform, reducing the number of people capable of understanding the
complexities of the whole system, as well as opportunities for critiquing
process or whistleblowing.”

21. Most readers did not care about foreign
or political news as much as many
journalists had imagined. Or at least,
those readers did not care enough about
that news to pay for it.
Heidi Tworek e Maxwell Hamilton, 2018