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For years, social media platforms have fueled political polarization and hosted an explosion of hate speech. Now, with four months until the U.S. presidential election and the country’s divisions reaching a boiling point, these companies are upping their game against bigotry and threats of violence. What’s not yet clear is whether this action is too little, too late — nor whether the pressure on these companies, including a growing advertiser boycott, will be enough to produce lasting change. FILE – Reddit employees work at the company’s headquarters in San Francisco, California, April 15, 2014.Reddit, an online comment forum that is one of the world’s most popular websites, on Monday banned a forum that supported President Donald Trump as part of a crackdown on hate speech. Also on Monday, live-streaming site Twitch, which is owned by Amazon, temporarily suspended Trump’s campaign account for violating its hateful conduct rules. YouTube, meanwhile, banned several prominent white nationalist figures from its platform, including Stefan Molyneux, David Duke and Richard Spencer.  Social media companies, led by Facebook, now face a reckoning over what critics call indefensible excuses for amplifying divisions, hate and misinformation on their platforms. Civil rights groups have called on large advertisers to stop Facebook ad campaigns during July, saying the social network isn’t doing enough to curtail racist and violent content on its platform.  Companies such as the consumer goods giant Unilever — one of the world’s largest advertisers — as well as Verizon, Ford and many smaller brands have joined the boycott, some for the month of July and others for the rest of the year. New companies have been signing on to the boycott almost every day. While some are pausing ads only on Facebook, others have also stepped back from advertising on Twitter and other platforms. On Monday, Ford Motor Co. put the brakes on all national social media advertising for the next 30 days. The company says hate speech, as well as posts advocating violence and racial injustice, need to be eradicated from the sites. FILE – The Twitter and Facebook logos are seen with binary cyber codes in this illustration, Nov. 26, 2019.While the ad boycott has dinged Facebook’s and Twitter’s shares, analysts who follow the social media business don’t see it as having a lasting effect.  Raymond James analyst Aaron Kessler noted that YouTube has faced several ad boycotts in the past over hate speech and other objectionable material. Each time, it adjusted its policies and the advertisers returned. In addition, July is generally a slow month for advertising. Companies have also been cutting their ad budgets due to COVID-19, so the spending declines are not a surprise for investors. Kessler called Facebook’s stock pullback — its shares fell more than 8% on Friday, then rallied a bit Monday — a “buying opportunity.” Reddit’s action was part of a larger purge at the San Francisco-based site. The company said it took down a total of 2,000 forums, known as the site as “subreddits,” most of which it said were inactive or had few users.  The Trump Reddit forum, called The_Donald, was banned because it encouraged violence, regularly broke other Reddit rules, and defiantly “antagonized” both Reddit and other forums, the company said in a statement. Reddit had previously tried to discipline the forum. “We are cautiously optimistic that Reddit is finally working with groups like ours to dismantle the systems that enable hateful rhetoric on their platform,” Bridget Todd, a spokeswoman for the women’s advocacy organization UltraViolet, said in an emailed statement.  The group said its members met with Reddit CEO Steve Huffman via Zoom last week, encouraging him to address racism and hate speech on the platform. Despite optimism from some critics, others said it is not clear if such measures will be enough. For years, racist groups “have successfully used social media to amplify their message and gain new recruits,” said Sophie Bjork-James an anthropology professor at Vanderbilt University who specializes in white nationalism, racism and hate crimes.  “However, limiting access to a broader public will have unintended negative consequences. Far-right and white nationalist groups are increasingly gathering on encrypted apps and social media sites that do not monitor for offensive speech or violent content,” she added. “This shift allows for coordinating more violent and radical actions.” The algorithms tech companies developed to keep users glued to their services “have provided perhaps the biggest boon to organized racism in decades, as they help racist ideas find a much larger and potentially receptive audience,” Bjork-James said, adding that she is hopeful that the same companies that “helped this anti-democratic movement expand” can now help limit its impact. For its part, Twitch pointed to comments the president made at two rallies, videos of which were posted on the site.  Supporters of President Donald Trump cheer as he arrives on stage to speak to a campaign rally at the BOK Center, June 20, 2020, in Tulsa, Oklahoma.In one, a live stream of a rally in Tulsa, Oklahoma, Trump talked about a “very tough hombre” breaking into someone’s home. The other was from a 2015 campaign rally that was recently posted on Twitch, in which Trump said Mexico sends rapists and criminals to the U.S. Twitch declined to say how long the suspension will last. The White House referred a request for comment to Trump’s reelection campaign. Tim Murtaugh, the campaign’s director of communications, said that people who want to hear directly from the president should download the campaign’s app. Reddit has  tweaked its rules and banned forums  for white nationalists  over the years in an attempt to rid its platform of vitriol, sometimes producing significant user backlash as a result. CEO Steve Huffman said earlier this month that Reddit was working with moderators to explicitly address hate speech. 
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With social distancing as the new pandemic normal, U.S. presidential campaigns were faced with an unprecedented situation. They no longer were able to send out organizers and volunteers to connect with potential voters face-to-face. Intimate, high-dollar fundraising events were also out of the question. “The coronavirus pandemic shifted things overnight. It was a sudden and instant transformation to 100% virtual campaigning, just like the pandemic disrupted everyone else’s daily life. The same is true of our campaigns,” said Eric Wilson, a Republican digital strategist and director of the Center for Campaign Innovation. “You’re just seeing a lot more creativity in terms of how and where the campaigns are finding the voters they need to get their message across to,” said Tara McGowan, CEO and founder of Acronym, a progressive nonprofit organization and head of the political action committee Pacronym.  Lally Doerrer, right, and Katharine Hildebrand watch Joe Biden during his Illinois virtual town hall, in Doerrer’s living room March 13, 2020, in Chicago.Politics as entertainment Most voters are consuming politics as entertainment, Wilson said. Since the start of social distancing orders in March, the Trump campaign launched, on social media such as Facebook and YouTube, a daily talk show-style broadcast with a host and guests. “That’s one of the biggest kind of innovations we’ve done, are these original seven-nights-a-week online broadcast. We really touch on loads of different dynamics and different messaging opportunities,” Erin Perrine, director of press communications for the Trump campaign, said.  Prominent Republicans and President Donald Trump’s children have been either guests or hosts on these shows. In one program, hosted by Donald Trump Jr., the guest being interviewed was his father, who is running for a second term against the presumptive Democratic presidential nominee, former Vice President Joe Biden.  The Biden campaign is also tapping into social media. Biden is using Instagram for live conversations with social media influencers, celebrities and past Democratic presidential candidates such as entrepreneur Andrew Yang.  Last week, Biden raised more than $11 million during a joint virtual fundraising event with former President Barack Obama.President Donald Trump speaks during a Fox News virtual town hall from the Lincoln Memorial, May 3, 2020, in Washington, co-moderated by FOX News anchors Bret Baier and Martha MacCallum.Digital advertising, apps and engagement Digital ads have become another way for campaigns to reach potential voters and build a database of information.  “What the campaign is trying to do is if somebody engages the ad, clicks on the link, goes then to the website, then the first thing the campaign says is, ‘Hey, give me your email address,’ and if you do give your email address, they also then typically ask you for your name and maybe your address or your zip code,” Stromer-Galley said.  “Now they can start to get a profile of who you actually are and then maybe potentially marry that to other data that they have about that email address, whether they’ve purchased that list or are building it organically.”  With a potential supporter’s profile, campaigns can create ads on Facebook that target a specific demographic of users. “We run a lot of ads on Facebook continuously,” Perrine, of the Trump campaign, said. “Our digital team says it’s like high, high-volume trading on the stock market. We do a bunch of them and those that are doing well, we’ll put more money behind and continue to push those, then others that aren’t, you can pull them off the platform.”  Stromer-Galley said Facebook is a useful tool for campaigns because “Facebook has built an algorithm that predicts if you’re politically interested. They have an algorithm that predicts if you’re likely a Democratic supporter or a Republican supporter.” Both campaigns also have apps as ways of engaging supporters, fundraising and encouraging users to conduct peer-to-peer organizing. “If you’re one of my friends, and I know that you’ve not decided on who you’re going to vote for, I can reach out directly to you and say, ‘Hey, here’s who I’m supporting, here’s what I think matters to you, and I would send you a text message or a Facebook message, however we normally communicate,” said Wilson, the Republican strategist.   To encourage supporters, Trump’s app is gamified, where users can earn points by sharing a post or liking something on social media and making phone calls for the campaign. The points get aggregated, and they can be used to gain early entry into rallies, a discount code for buying campaign merchandise, and with enough points, a supporter can meet Trump.  The reason why campaigns want people to engage digitally is to “glean data, is to get more information on voters, how we can stay in contact with them, because you want these people to become volunteers, you want them to stay engaged and become part of the movement. But, ultimately, we want them to show up on election day,” Perrine said. “When I downloaded them to my phone, the first thing it asks — after some personal information about me, like my address, some demographic information, my name, my email address — it then asks if the app, the mobile app can access my contacts, my photographs,” said Stromer-Galley, who downloaded the Trump and Biden apps for her research. McGowan, of Pacronym, and her staff are separate from the Biden campaign. They  have been running their own digital advertising to support Biden on nontraditional platforms, such as streaming apps like Hulu and Roku, on gaming devices such as Xbox, and on streaming radio, including Pandora and Spotify.  McGowan said ads are no longer one-size-fits-all and have to be tailored for the various unique platforms available to consumers today. “It’s become such, just a diverse media landscape today. So you really have to sort of stay ahead of the curve. You really can’t rest on your laurels, and it’s a real challenge for campaigns,” she said.  Digital campaign contest With a bigger war chest, analysts of digital campaigns say Trump started the 2020 digital campaign with a huge advantage, both as the incumbent and with a database of supporters from his last presidential race.  “Trump has been very effective at blurring his presidential messaging and his campaign messaging on Twitter, and so as a journalist or as a member of the public, you can’t help but sort of get both at the same time when you’re watching him,” Stromer-Galley said. “Biden doesn’t have that advantage because he’s not the incumbent. He doesn’t have the presidency. He’s issuing formal statements. He’s doing YouTube videos. He is holding online events, but they don’t get the same traction,” she added. By numbers alone, Trump has more than 82 million followers on Twitter and Biden has just over 6 million. There are close to 30 million followers on Trump’s campaign Facebook page compared to just over 2 million followers on Biden’s Facebook page.  Trump’s campaign has outspent Biden on Facebook ads. “With online marketing, it’s a lot like compound interest. It pays more dividends the sooner you get it into the bank, and so the fact that the Trump campaign was able to get started building their digital infrastructure so early, it gives them a huge head start,” Wilson said.  As an example, he pointed to Trump’s decision to name Brad Pascale, his 2016 digital strategist, as his 2020 campaign manager as a sign that Trump understands the importance of having a strong digital presence in a campaign. Although Biden has been in politics much longer, “all of the campaign experiences can be a curse because you think you know how things should be done,” Wilson said. He further described the Biden campaign as “a traditional legacy style of campaign first, with digital operations as an add-on, and that’s not the way campaigns should be run in 2020.” The Biden campaign did not respond to repeated requests for an interview. However, McGowan countered, saying Biden has experience with digital campaigning while running as Obama’s running mate. “The Obama campaigns really drove a lot of the innovation in campaigning and bringing campaigning online. Online fundraising, advertising, and so Vice President Biden is no stranger to digital campaigning or strategy,” McGowan said. Earlier in June, the Biden campaign spent $15 million on advertising across media platforms.  “The Biden campaign has very quickly adapted to this moment. They’re continuing to grow and pivot, and I really believe that they are closing the gap,” McGowan said.  Since the pandemic, the Democratic National Committee has sent more than 4 million text messages to get people to sign up to vote by mail and held 82 training sessions on digital organizing since March, compared to 14 training sessions in 2019.  “The way that people have shown up in droves for them has been a really important thing,” Meg DiMartino, Democratic National Committee digital organizing director, said with more than 11,500 people signing up across all of the trainings. The key to a successful digital campaign is to reach “the right voters with the right message at the right moment on the right platform from the right messenger,” strategist Wilson said. That largely means meeting potential voters in the digital world during the 2020 pandemic. 
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India has banned the use of 59 Chinese-owned apps, including TikTok, citing security concerns Monday, as relations between the two neighbors worsen. In a statement, India’s Ministry of Electronics and IT said it “has decided to block 59 apps since in view of information available, they are engaged in activities which is prejudicial to sovereignty and integrity of India, defense of India, security of state and public order.” TikTok, a popular video application owned by Chinese parent company ByteDance, counts India as its biggest market. It was not immediately clear how the “ban” would be enforced and whether mobile companies were expected to comply. As of Monday evening, the banned apps were still available on Google’s Play store and the Apple App store in India, according to Tech Crunch.The announcement from Delhi comes amid rising tension between the two countries, weeks after 20 Indian soldiers were killed in clashes with Chinese forces along the border in the region of Ladakh. The Chinese government did not release figures on how many of its own soldiers were injured or killed. 
 
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