Social media companies are so far treating the Christchurch Call and emerging global 'techlash' as a PR exercise, says tech commentator Paul Brislen.
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Speaking to Newshub Nation, Brislen says big tech is doing the bare minimum to combat extremism online despite mounting international pressure to more tightly regulate content on their platforms.
"I don't think anything they've announced so far would have changed what happened in Christchurch."
"The PR element is first and foremost for these tech companies at this stage. I don't think they've really grasped just how seriously the rest of us are taking this."
The non-binding Christchurch Call agreement signed by representatives of Facebook, Google and Twitter pledged to review systems which drive users toward extreme content. See full details here.
But Brislen says while Facebook and Google are making all the right noises in public, they need to make fundamental changes.
"They still think they can manage their way out of it and that it's a reputational problem rather than a structural business problem."
"I think the number one thing that all of these companies have to do is address their core business model which is built on an algorithm which looks only at engagement with content."
Up to 70 percent of Youtube's traffic is driven through it's 'recommended' feature and critics say the algorithm prioritises extreme or controversial content. Facebook has also previously come under fire for an algorithm boosting divisive posts.
"Nobody logs on thinking 'I want to be a white extremist today'...what you do is log on with a very straightforward question like 'how many migrants are coming to New Zealand and will this affect my job?' and within 10 clicks you're into some extreme content."
Brislen says that while trying to stop the spread of violent footage online is a worthy goal, it doesn't go far enough.
"Trying to stop videos of people being shot being screened is one thing. But that's not the root cause, that's the symptom. We've got to get back to the root cause and work out how this content is being created and shared in the first place."
For concerned Kiwis feeling overwhelmed at the prospect of changing a monolithic multinational like Facebook, Brislen stresses the need to engage politically.
"I would reinforce politicians willingness to get involved. So do talk to your MP, talk to the ministers, get involved even at a local body level."
Brislen also suggests both broadcasters and government stop using the platform that they're trying to reform.
"I've seen Parliamentary TV Select Committees broadcasting their content on Facebook while they talk about Facebook being a problem."
Brislen says he's baffled by what social media has become.
"It's a platform for sharing cat videos, we're undermining democracy in order to make a buck off cat videos. It seems just bizarre to me. And yet here we are. This is the world we live in. You've got to play the cards that you're dealt and it's important we get this right."
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