Makedonya’dan ABD seçimlerini etkilemek mümkün mü?
Demokrasi tarihi boyunca ülkelerin, seçimleri farklı yollarla etkilemeye çalıştığını biliyoruz. Dertleri, seçimleri etkilemek olmasa da bu yolda büyük ve önemli adımlar atan bir grup lise öğrencisinin hikayesini okumaya hazır olun.
Mütevazı bir Balkan ülkesi olan Makedonya’nın küçük bir şehrinde üretilen uydurma ve çarpıtılmış içeriklerin -haber olarak sunuluyor-seçimin kaderini değiştirdi mi bilmiyoruz ancak bu içerikleri üretenlerin kaderini değiştirdiği kesin.
17. yüzyılın ortalarından 18. yüzyılın ortalarına kadar Osmanlı devlet yönetiminde etkili olan yöneticilerin memleketi olarak bildiğimiz Köprülü -yeni adıyla Veles – 2016 ABD Seçimleri’nden sonra adını duyurdu. Bu küçük şehirdeki gençler, ‘internetin nimetlerini’ keşfetti.
2016 ABD Başkanlık Seçimleri süresince uydurma içerik ve dezenformasyon yaydığı tespit edilen onlarca web sitesinin izi Makedonya’nın Veles kentinde birleşiyor. Adaylardan Hillary Clinton’la ilgili olumsuz, Donald Trump’la ilgili olumlu içeriklerin oluşturulduğu web sitelerinin, seçmenleri ne kadar etkilediğini bilemesek de bu sürecin nasıl işlediğini biliyoruz.
Uydurma içerik döngüsü nasıl ilerledi?
Konu aslında oldukça basit. Makedon gençlerin motivasyonu ideolojik propaganda yapmak değil, sadece para kazanmaktı. Uydurma veya çarpıtılmış içerikler oluşturarak ebeveynlerinden çok daha fazla para kazanabildiklerini keşfeden gençler, bu motivasyonla içerik oluşturmak için kısa süre sonra okula bile gitmez oldular. Hazırladıkları uydurma içerikler, politik olarak Trump’a yakın olanlar tarafından paylaşılmaya ve bu içeriklerin servis edildiği sayfalar takip edilmeye başlandı. Sayfaların takipçi sayıları arttıkça içeriklerin paylaşılma oranları, tıklanma sayıları ve sayfa hacimleri de arttı.
Tahmin edin, başka ne arttı? Elbette dijital reklam gelirleri. Gerek Facebook üzerinde gerek web sitesinde tüketilen içerikler, Trump taraftarları tarafından paylaşıldıkça diğer seçmenlere de ulaştı. Reuters Enstitüsü’nün Dijital Haber Raporu 2018’de de tespit edildiği üzere, insanlar, tanıdığı insanların dijital mecralarda paylaştığı içeriklerin doğru olduğunu varsayıyor; tıklıyor, paylaşıyor. Böylelikle Facebook, Google AdSense, AppNexus gibi reklam platformlarından gelir elde edilebiliyor. Makedonya’da bir kişinin aylık gelirinin ortalama 371 doları olduğu düşünülürse, uydurma içerikler üreterek birkaç ayda on binlerce dolar kazanmanın yaratacağı etkiyi bir düşünün.
Teknoloji şirketleri bu konuda ne yapıyor?
2016’daki en sansasyonel seçim tartışmalarından biri olan uydurma ve çarpıtılmış içerik meselesinden sonra Facebook ve Google bu konuda daha dikkatli olmak adımlar atmaya başladı. Örneğin Facebook, gerçeklik doğrulama örgütleriyle işbirliğini geliştirdi. Bunun dışında, sahte olduğunu tespit ettiği hesapları 24 saat içinde kapatsa da uydurma haber yayıcı gençler kısa vadeli çözümler üretmiş. Örneğin, gerçek profil sahibi çocuklardan, hesaplarını birkaç Euro karşılığı alarak bu hesapları ABD’li birine aitmiş gibi tekrar dizayn ederek dezenformasyon yayma aracı olarak kullanıyorlar. Şüpheli içeriklerin mecra üzerinden dağılmasını engellemek için algoritmalar geliştirmeye devam etse de, yanlış bilgi yayılımı konusunda henüz tatmin edici bir yol kat edilebilmiş değil. Google da benzer şekilde, bu tip sitelerin hem AdSense tarafında reklam gelirlerini engelleme hem de arama motoru tarafında şüpheli veya uydurma içeriklerin belirlenmesi konusunda çaba sarf etse de alınacak çok yol var.
Meraklısı, bu konuya dair ilk haberi Guardian’dan okuyabilir.
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