Now，Social media has been highly popular in most parts of the world，and assume many functions of traditional media。But，Many social media platforms use technology companies，Unwilling to be subject to the industry rules and ethical guidelines of traditional media。Professor Philip Michael Napoli, a professor of public policy at Duke University in the United States, believes，This idea is superficial，The basic obligation of social media is to serve public interests，People's understanding and governance of social media should be aligned with news media。

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The status improvement of the social media platform in the news and information ecosystem can be described as "speed"。According to the American online content analysis company "PARSE.LE" statistics，2013-2017 "Facebook" (Facebook) was used as an online news website from 16%to more than 40%。A new recent survey of the US Petou Research Center shows，More than 67%of the American adults obtain news through social media; 68%of "Facebook" users read news on Facebook，74%of the Twitter users get news from "Twitter"。Social media are increasingly used as news sources，This part explains why social media is particularly Bet365 app download easy to be manipulated and used by false information producers。"Fake News" is not a new phenomenon，But produced on social media、Communication and consumption "fake news" is new，Especially social media, although played the role of the news communicator，But never adopts the moral specifications of the news media、Practical guidelines and values。

Napoli in its new book "Social Media and Public Interests: Media Supervision in the Age of Unreal Information"，Examine the intersection of social media and journalism，Study the status of social media platforms in news consumption and dissemination、Computer programmers and engineers replace the influence of reporters and editors。He said，Social media -driven news ecosystem reflects the failure of the "ALGORITHMIC Marketplace of Ideas"，People need to redefine the basic elements of media governance on the basis of the concept of "public interest"。

William Uricchio, a professor at Massachusetts Institute of Technology, said，The media industry is experiencing "algorithm turning"。This means that the technical dimension occupies the most prominent position in social media，People ignore the social media as "media" to think and understand。To some extent，This reflects a trend in social and economic development，That is the algorithm decision tool or technical infrastructure is becoming a supplement or even replacement of the traditional subject。bet365 live casino games In the current technology -driven business environment，The identity positioning of the enterprise is increasingly based on the technical means they adopt rather than the specific business area。Social media platforms and even digital content managers have always refused to be marked as media company，Instead, insist that you belong to technology companies，Even some platforms that are obviously engaged in media content production，For example, the American media industry blog "Gawker" and the news website "Vox" (VOX) also called itself a technology company。

Napoli Represents，Social media platform denies that the main argument for media companies is，They "do not produce original content，Just spread the content created by the user better "。Determine whether this argument is established，First of all, it is necessary to clarify the core activity of the media。In traditional sense，Basic activities of media institutions have three categories，and the three rarely exclude each other: content production、Content dissemination (transfer content from producers to consumers)、Content display (directly provide content to the audience)。Digitalization and media integration means that these three types of activities are tiring to merge。The social media platform can be used as a channel for communication，can also be used as a display terminal of the content。The American bet365 best casino games cable TV and satellite TV industry were originally established as a single identity of "content communicator"，But they still have to be controlled by the Federal Communications Commission (FCC)。From the perspective of media supervision，Whether it is created or owned is not the only factor in defining media institutions。Ironics are，Some social media platforms that claim that they are not produced so they are not media institutions，Now I started making original content，This is also a predictable model in the history of media development -to obtain market advantages，Content spreaders will inevitably bear the role of content producers at the same time。

　　Strengthen social media platform governance

Napoli thinks，Monopoly is an important cause of market failure。Monopiants can control prices and output at will，Contain competition，Low market resource allocation efficiency。As far as the "ideological market" is concerned，The price is often not a problem，Because many media content is free to the public，But the problem is that monopoly will weaken the diversity of information and opinions。In the United States and many other countries，The concentration of media ownership has always been a worrying phenomenon。Research Discovery，Concentration of media ownership may weaken the social value dimension of the "ideological market"。Past，The concerns about this problem are mainly Bet365 app download focused on the collective ownership or cross ownership of the TV station and newspapers，and the creation of large -scale multimedia comprehensive enterprises。until recent years，People start to pay attention to similar problems that appear in the Internet and social media environment。Emily Bell, the founding director of the Ter Digital News Center of Columbia University, said，The significant position of a few specific social media platforms in the news ecosystem means "unprecedented concentration of power"。Social Media Giants' monopoly for online news and information dissemination，It means that their thoughts on users have a huge influence。"Facebook" and "Twitter" and other social media platforms have been accused of intentionally filtering or manipulating information，to highlight or weaken certain political views、topic and characters。These behaviors are sufficient to affect the results of political elections。

Tapo said to our reporter，The biggest problem facing the current media governance is，These large social media platforms "too big to fail"，It is difficult for them to perform the governance schemes in the controlled scale and range。Future，The intersection of social media and the journalist may expand，Both may be further integrated，Researching for media governance is imperative。He puts forward his own view on the governance bet365 best casino games of the social media platform: first，Govern the social media platform，Need to use the governance of traditional media as guidance and reference，This is appropriate and necessary。Second，The 2016 US presidential election may be the most convincing evidence for the failure of the "ideological algorithm market"。Third，American policy makers and judicial organs have always rely on "inverted speeches" to solve false speech problems，But in the social media environment，This method may be difficult to achieve。Fourth，It is best to treat the total data of social media users as a public resource，On the one hand, it can solve the property status of user data，On the other hand, you can apply pressure to the social media platform，To、Regardless reason for defense，Supervise its obligation to perform public interests。Fifth，The self -regulatory model of the Audience Measurement industry，It can provide a model that can be used for social media platform governance。Sixth，The social media environment represents a sufficiently powerful technical change，This indicates that the U.S. policy makers and judicial organs should interpret "collectivism" rather than "individualism" in response to the first amendment to the US Constitution。