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Case
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Reference no. CCW180405
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2017
Version: December 23, 2024
Revision date: 27-Jan-2025
Length: 32 pages
Data source: Published sources

Abstract

As Facebook grew and expanded its offerings, among the features it added was content from businesses and news sources, which went into the same News Feed where its users saw updates from their friends. This became the front page of the 'newspaper' for many of its users. In 2012, Facebook collaborated with computer scientists at Cornell University to conduct an experiment to test whether users' moods were affected by what they saw from other users in their News Feeds, an effect known as 'emotional contagion.' Since users were not aware that the experiment was being conducted, academics, journalists, and social scientists have criticized Facebook and questioned the ethical implications of its actions. This case asks students to consider what Facebook's responsibilities are as a 'primary news source' for many of its users-and whether it is unethical to test product features on users without their knowing.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

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Abstract

As Facebook grew and expanded its offerings, among the features it added was content from businesses and news sources, which went into the same News Feed where its users saw updates from their friends. This became the front page of the 'newspaper' for many of its users. In 2012, Facebook collaborated with computer scientists at Cornell University to conduct an experiment to test whether users' moods were affected by what they saw from other users in their News Feeds, an effect known as 'emotional contagion.' Since users were not aware that the experiment was being conducted, academics, journalists, and social scientists have criticized Facebook and questioned the ethical implications of its actions. This case asks students to consider what Facebook's responsibilities are as a 'primary news source' for many of its users-and whether it is unethical to test product features on users without their knowing.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Featured companies

Meta
Facebook

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