The Resistance to Facebook

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In the last past week, 100 companies have pulled their ads from social media platforms such as Facebook and Instagram in the American market. The amount can increase, depending on Facebook's response.

The advertiser's decision come from stop advertising on the Facebook campaign in July. It is campaign incessant by the civic organization such as National Association for the Advancement of Colored People, Anti-Defamation League, Color of Change, dan Free Press with the tag line: "Stop Hate for Profit" Facebook was considered not to make any changes in handling racial content, hate speech, hoax, and violence.

The anti-racial discrimination and public violence movement in the US gained momentum after the death of George Floyd by the police. The response of the brand owner did not come suddenly. A few weeks ago public protest to Facebook related to indecision in dealing with President Donald Trump's statement in social media that contained violence and divided American society.

According to the New York Times (26/6/2020), Unilever stopped their ads on Facebook, Instagram, and Twitter in The US until the end of the year. Besides Unilever, there are Honda, Birchbox, Lululemon, Levi Strauss, Verizon, Eddie Bauer, Patagonia, REI, The North face, and Starbucks. Facebook lost US$ 7,2 Billion and its shares jumped to 8,3 percent.

The company's reaction shows that the world is changing. The community becomes a counterweight to state and market in the capitalist systems. Floyd's Dead unifies American Society. The anti-racial discrimination movements emerged in other countries.

Facebook CEO, Mark Zukerberg in the meeting with His employees announced a number of steps to remove hateful advertisements and his desire to encourage social justice. Facebook will block and hide hate content and those which can harm the voters.  

The resistance to Facebook and Twitter shows that consumers have power. The existence of ICTs not only evokes productivity but if used properly it can oversee the public officials and business peoples, So it is not just profit-oriented (Pambudy, Kompas July 1, 2020)


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