Transparency and fight against misinformation, keys of the digital business
by
Kilo Bobs
- 12:49:00 PM
Transparency and fight against misinformation, keys of the digital business
The third edition of the Corporate Transparency Summit highlights the importance of the total communication of organizations and technology as a vehicle to achieve it within limits
Maximum transparency, but with limits. And knowing what those limits are is the difficult task that is gradually developing in each sector. In the third edition of the Corporate Transparency Summit held on Tuesday at Espacio Fundaci�n Telef�nica in Madrid, Luis Enr�quez, CEO of Vocento, assured that "we are getting a little crazy about transparency", because not only is it required a professional transparency, but also personal. "It seems that we want to be governed by robots that are exemplary, we want to know everything about them", lamented the CEO of Vocento.
In your opinion, in the media you have to rethink what your reason for being, why readers, customers and advertisers chose you at first to later decide what is the precise technology to carry it out. �Technology is a value until it becomes a bondage. Balance is necessary, "he said during the round table" Digital Economy and Trust "with Carina Szpilka, president of Adigital (Spanish Association of the Digital Economy).
The former CEO of ING in Spain has ensured that the difficulty of digitization is that "we face constant learning." The business models are superimposed on each other: �When you think you have a settled model, you have to move to another�. He has compared media and banking because both share the construction of their income accounts "with attributes that differ from the essence of the service we provide our clients".
In the congress organized by Kreab with the collaboration of Vocento, there has also been space for a round table in which confidence has been addressed in the case of platforms that have brought together speakers of the stature of the co-founder of Blablacar, responsible for Cabify in Europe, the co-founder of Traity and the person responsible for the social impact of Playground. All have agreed that technology helps transparency and that the most innovative platforms are based on trust.
The CEO of Traity, Juan Cartagena, has explained how reputation can be used as an asset. In his company they are dedicated to allowing people to add their reputation to "create a profile that they can use to their advantage". He highlighted what they have achieved in Australia, with a plan that allows you not to have to pay the guarantee of a rental of a home if you are "a reliable person" in social networks and digital platforms.
The "exhaustion" of the constant change
The most important thing in this process, in the words of Luis Enr�quez, is "never forget what is the good or service you provide to your stakeholders". And in the case of the media, not only have they not resisted change, "but we have been too hurried to change, to seek immediate solutions." This constant reinvention process produces "exhaustion" because "you end up pursuing initiatives that prove unsuccessful" over time. The CEO of Vocento has been convinced that what was done wrong in the past is "the free distribution of content". Currently, the idea should be "not to look for volume by volume, but to achieve a bilateral relationship with the reader". Regarding the famous 'citizen journalism', Enr�quez has described it as an �insult� for newsroom professionals:
Credibility in an era of algorithms
The 'fake news' or false news is a very fashionable concept. However, it is so broad that Borja Bergareche, director of Digital Innovation at Vocento, has assured that he does not like this term because it "leads to many misunderstandings."
In his opinion, what explains the "serious democratic and philosophical problems" is the speed and volume of disinformation in the age of algorithms. What do we mean by algorithms? �To Facebook, Google, Amazon ... and all the companies that have developed these systems in which a human being tells a robot that when A happens to B,� explains Bergareche. That is, what is new is the algorithmic distribution of information. Moreover, although it has the appearance of information, it is not. �Ours is the trade of information, it is not the business of lying�,
Therefore, the fundamental thing is that the media "are able to take advantage of the technologies related to Artificial Intelligence" to "be what we are and serve the citizens we have been serving for 150 years and pay a little to get that journalism" , Bergareche concluded in the round table moderated by Eduardo Madina.