Facebook threw a pretty spectacular tantrum yesterday, blocking all Australian users from linking to news websites. Behind this sits a decision by the Australian government called the “News Media Bargaining Code”.
The Code still needs to pass through the Australian Senate. Under it, Google, Facebook and others would have to pay news providers a share of revenue. Now Facebook is flexing its muscles and blocking all links to Australian news sites. This includes government sites like the Bureau of Meteorology (which publishes current news about weather and bushfires) and government COVID-19 updates from health departments.
Facebook matters more in Australia than Germany
Compared to Germany, Facebook usage in Australia is considerably more prominent. Everyone still seems active on Facebook, and what happens in WhatsApp groups in Germany still gets discussed in Facebook groups here. Nothing happens without Facebook.
This move only solidifies my personal stance on Facebook. The company behaves ruthlessly towards its members. This power play comes at the expense of Australian Facebook users, and anyone who doesn’t absolutely have to should keep their hands off Facebook and get their information elsewhere.
Facebook rehearsing for other uppity governments
The issue has major implications beyond Australia. One motivation for Facebook could be sending a signal to other countries not to be so bold and uppity. But what’s really behind this?
In this note I want to pick up on just two aspects: On the surface, it’s about fairness. Facebook profits from the work of local journalists but gives nothing back. However, news websites also benefit—they get loads of traffic through Facebook. If that dries up, the Australian government has done the media sector a disservice.
Facebook vs Murdoch
The story has another twist: Why did the Australian government push this through? Here in Australia, voices are growing that the government has sided with another monopolist: Rupert Murdoch.
The media empire has bought up the Australian news market in recent years and made a clean sweep. Many cities now have no local newspaper after Murdoch closed them and sacked all the local journalists. About 70 percent of Australian media is now controlled by Rupert Murdoch. No wonder today’s newspapers are running big specials about evil Facebook.
When will we be friends again?
How does this continue? Does #UnfriendAustralia stick? I think Facebook and Google will have a good negotiating position (Google is already negotiating with Murdoch media, but also ABC News and SBS). Whether the small, independent media outlets will also benefit isn’t yet clear. Right now they’re losing a lot of business through the blockade.
It would be interesting if the Australian government could find a way of redistribution to strengthen independent local journalism. There’s unfortunately too little space for other voices. This government, led by coal lobbyists and media monopolies, certainly won’t advocate for that. I’m curious whether the currently rather limp Labour Party can profit from this. To be continued…
Originally auf Deutsch at reinergaertner.de, running since 1997. The translation had AI help. The typos are all mine.