Artificial intelligencecompetition on the part of Big Techów, a difficult geopolitical situation, and there are no adequate regulations – these are the most important problems of modern media, which Bartosz Hojka from Agora, Jacek Świderski from Wirtualna Polska, Aleksander Kutela from Rasp, Dorota Żurkowska from TVN WBD, Marek Błoński from PAP during the Impact'25 event in Poznań talked about.
Will more regulation help the media?
– At a time when we are talking a lot about deregulation and we have many initiatives in this area, we should not be afraid to say directly that some areas – especially regarding information and content on the Internet – However, they should finally be regulated. When we use search engines Whether tools of artificial intelligence, we often get content that is not created by these technologies, but come from editorial, from journalists, from publishers. These are the content created by our teams – noted Dorota Żurkowska.
The media are covered by many regulations (…) Meanwhile, technology companies are still largely not regulated in this respect. And this is not just about the issues of competitiveness or market advantage, but above all about the impact they have on society: on the quality of information, disinformation, and democratic processes
she added.
The president of PAP Marek Błoński also agreed with the need to regulate Big Techów. He mentioned “regulations” as one of the four conditions that give hope that “if we change the way of thinking and create the right conditions – We will go from a sense of threat to a well -used opportunity and we can talk about the golden media era“It would be: quality, regulations, finance and technology. -Technology can support quality, open new The possibilities of monetizing and strengthen the media independence. But if we let Big Techs completely define this landscape, and their priority is to maximize profit, not the quality of information – we will not defend ourselves as an industry – he explained.
Quality and truth will win?
This was applauded by the president of Agora Bartosz Hojka, who, more than about the threat, preferred to talk about media opportunities in the modern world. – Credibility can be our competitive advantage. In the world saturated with content, many of which have a low information value, it is trust that becomes a key resource. We see it very clearly in crisis times. When there is a real threat: BlackoutPandemia, war – People stop scrolling memes and return to trusted sources. Then the information ceases to be only content, and becomes a service of critical importance – he indicates.
That is why I am deeply convinced that real guides are needed in the flooded junk content. You need filters that separate what is important from what is only loud. And these filters should be reliable media. Reliable, responsible, rooted in the trust of users
– announced Bartosz Hojka.
“Techno -wellism”. The media problem is the tip of the iceberg
Threats that can affect the media are really not only threats to the information sector, but they should be treated much more broadly. – We are threatened to return to the digital Middle Ages. This phenomenon already has its name – techno -ceudalism. It means the concentration of power, wealth and control in the hands of a handful of technological giants. They impose rules, control distribution, data, monetization, the entire ecosystem. And we, other market participants, not only the media, but also other industries, begin to function like digital subjects. We pay, but without real influence and without development prospects – indicates Aleksander Kutela.
– The future of the media is today the smallest of our problems. We ask: how to make manipulation not effective? First of all, you need to cut off those who have evil intentions, from access to data. Because if someone knows who to get to, when and with what message, they can manipulate effectively and without a trace. We must realize that we live on someone else's servers. Our data is beyond the control of European and Polish institutions – Jacek Świderski echoed him.
Let's not let ourselves more soap. The fact that the server stands in Poland does not do anything. What matters is who controls this data, who has access to them and who decides where they go. If they are in the hands of those who want to influence the hearts and minds of Europeans, we are dealing with a real threat. That is why I think that digital sovereignty is the most important topic today, because without it there will be no free societies, independent media, safe democracy or an honest market
– he added.