假新闻与企业声誉:保护品牌的技巧

Roberto Adriani
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引用次数: 0

摘要

本文旨在探讨企业如何保护自己的声誉免受假新闻的侵害,并给出了一些例子。这些文献表明,不仅个别公司或品牌可能成为假新闻的受害者,整个行业——或许更频繁地——也可能成为假新闻的受害者。制药行业说明了这一点,因为它已经是阴谋论的主题,然后在Covid-19大流行期间爆发。文献似乎提出了两个基本观点。首先,假新闻(包括深度造假)对企业声誉和整个行业构成严重威胁,因为它能够造成相当大的损害,包括财务损失。然而,企业在开发和完善监控和打击假新闻的技术方面正在不断取得进展。从这个角度来看,还需要注意的是,如果技术一方面可以帮助制造错误信息,另一方面,它可以有效地支持打击假新闻。也可以看出,单个公司通常比工业部门的反应能力更强,比如制药行业,长期以来一直受到假新闻和阴谋论的攻击。
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FAKE NEWS VERSUS CORPORATE REPUTATION: TECHNIQUES TO PROTECT BRANDS
This paper aims to investigate how companies can protect their reputation against fake news, also giving some examples. The literature indicates that not only can individual companies or brands be victims of fake news, but also - and perhaps more frequently - entire industries. The pharmaceutical industry illustrates this as it was already the subject of conspiracy theories, which then exploded during the Covid-19 pandemic. The literature seems to suggest two basic points. The first one is that fake news, including deep fakes, is a serious threat to corporate reputation and entire industrial sectors, as it is capable of inflicting considerable damage, including financial. However, companies are making constant progress in developing and refining techniques to monitor and combat fake news. From this point of view, it is also noted that if technology can help on the one hand to create misinformation, on the other hand, it is valid to support the fight against fake news. It can also be seen that single companies are usually more capable of reacting than industrial sectors, like pharmaceuticals which have been attacked by fake news and conspiracy theories for a long time.
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