Why Meta’s new app ‘Threads’ is the biggest threat to Twitter yet

Agencies
July 7, 2023

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The launch of social media app Threads as a competitor to Twitter is a game-changer.

Meta, which also owns Facebook and Instagram, launched the new platform yesterday, ahead of schedule. Threads was welcomed almost immediately – especially by hordes of Twitter users that have watched in dismay as their beloved platform crumbles in the hands of Elon Musk.

In less than 24 hours, Threads attracted some 30 million users. And with Meta already having more than two billion Instagram users who can directly link their accounts to it, Threads’ user base will grow fast.

With its simple black and white feed, and features that let you reply, love, quote and comment on other people’s “threads”, the similarities between Threads and Twitter are obvious.

The question now is: will Threads be the one that finally unseats Twitter?

We’ve been here before

In October of last year, Twitter users looked on helplessly as Elon Musk became CEO. Mastodon was the first “escape plan”. But many found its decentralised servers difficult and confusing to use, with each one having very different content rules and communities.

Many Twitter fans created “back up” Mastodon accounts in case Twitter crashed, and waited to see what Musk would do next. The wait wasn’t long. Platform instability and outages became common as Musk started laying off Twitter staff (he has now fired about 80% of Twitter’s original workforce).

Shortly after, Musk horrified users and made headlines by upending Twitter’s verification system and forcing “blue tick” holders to pay for the privilege of authentication. This opened the door for account impersonations and the sharing of misinformation at scale. Some large corporate brands left the platform, taking their advertising dollars with them.

Musk also labelled trusted news organisations such as the BBC as “state-owned” media, until public backlash forced him to retreat. More recently, he started limiting how many tweets users can view and announced that TweetDeck (a management tool for scheduling tweets) would be limited to paid accounts.

Twitter users have tried several alternatives, including Spoutible and Post. Bluesky, which came from Twitter co-founder Jack Dorsey, is gaining ground – but its growth has been limited due to its invitation-only registration process.

Nothing had quite captured the imagination of Twitter followers … until now.

Community is the key to success

Before Musk’s reign, Twitter enjoyed many years of success. It had long been a home for journalists, governments, academics and the public to share information on the key issues of the day. In emergencies, Twitter offered real-time support. During some of the worst disasters, users have shared information and made life-saving decisions.

While not without flaws – such as trolls, bots and online abuse – Twitter’s verification process and the ability to block and report inappropriate content was central to its success in building a thriving community.

This is also what sets Threads apart from competitors. By linking Threads to Instagram, Meta has given itself a significant head-start towards reaching the critical mass of users needed to establish itself as a leading platform (a privilege Mastodon didn’t enjoy).

Not only can Threads users retain their usernames, they can also bring their Instagram followers with them. The ability to retain community in an app that provides a similar experience to Twitter is what makes Threads the biggest threat yet.

My research shows that people crave authority, authenticity and community the most when they engage with online information. In our new book, my co-authors Donald O. Case, Rebekah Willson and I explain how users search for information from sources they know and trust.

Twitter fans want an alternative platform with similar functionality, but most importantly they want to quickly find “their people”. They don’t want to have to rebuild their communities. This is likely why so many have stayed on Twitter, even as Musk has done so well to run it into the ground.

Challenges ahead

Of course, Twitter users may also be concerned about jumping from the frying pan into the fire. Signing up to yet another Meta app comes with its own concerns.

New Threads users who read the fine print will note that their information will be used to “personalize ads and other experiences” across both platforms. And users have pointed out you can only delete your Threads account if you delete your Instagram account.

This kind of entrenchment could be off-putting for some.

Moreover, Meta decided to not launch Threads anywhere in the European Union yesterday due to regulatory concerns. The EU’s new Digital Markets Act could raise challenges for Threads.

For example, the act sets out businesses can’t “track end users outside of [their] core platform service for the purpose of targeted advertising, without effective consent having been granted”. This may be in conflict with Threads’ privacy policy.

Meta has also announced plans to eventually move Threads towards a decentralised infrastructure. In the app’s “How Threads Works” details, it says “future versions of Threads will work with the fediverse”, enabling “people to follow and interact with each other on different platforms, including Mastodon”.

This means people will be able to view and interact with Threads content from non-Meta accounts, without needing to sign up to Threads. Using the ActivityPub standard (which enables decentralised interoperability between platforms), Threads could then function the same way as WordPress, Mastodon and email servers – wherein users of one server can interact with others.

When and how Threads achieves this plan for decentralised engagement – and how this might impact users’ experience – is unclear.

Did Meta steal ‘trade secrets’?

As for Musk, he’s not going down without a fight. Just hours after Threads’ release, Twitter’s lawyer Alex Spiro released a letter accusing Meta of “systematic” and “unlawful misappropriation” of trade secrets.

The letter alleges former Twitter employees hired by Meta were “deliberately assigned” to “develop, in a matter of months, Meta’s copycat ‘Threads’ app”. Meta has disputed these claims, according to reports, but the rivalry between the two companies seems far from over.

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News Network
May 17,2024

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In scorching heat on a busy Kolkata street last month, commuters sought refuge inside a glass-walled bus shelter where two air conditioners churned around stifling air. Those inside were visibly sweating, dabbing at their foreheads in sauna-like temperatures that were scarcely cooler than out in the open.

Local authorities initially had plans to install as many as 300 of the cooled cabins under efforts to improve protections from a heat season that typically runs from April until the monsoon hits the subcontinent in June. There are currently only a handful in operation, and some have been stripped of their AC units, leaving any users sweltering.

“It doesn’t work,” Firhad Hakim, mayor of the city of 1.5 crore, said on a searing afternoon when temperatures topped 40C. “You feel suffocated.”

Attempts in Kolkata and across India to improve resilience to extreme heat have often been equally ill-conceived, despite a death toll estimated at more than 24,000 since 1992. Inconsistent or incomplete planning, a lack of funding, and the failure to make timely preparations to shield a population of 140 crore are leaving communities vulnerable as periods of extreme temperatures become more frequent, longer in duration and affect a wider sweep of the country.

Kolkata, with its hot, humid climate and proximity to the Bay of Bengal, is particularly vulnerable to temperature and rainfall extremes, and ranked by the Intergovernmental Panel on Climate Change as among the global locations that are most at risk.

An increase in average global temperatures of 2C could mean the city would experience the equivalent of its record 2015 heat waves every year, according to the IPCC. High humidity can compound the impacts, as it limits the human body’s ability to regulate its temperature.

Even so, the city — one of India's largest urban centres — still lacks a formal strategy to handle heat waves.

Several regions across India will see as many as 11 heat wave days this month compared to 3 in a typical year, while maximum temperatures in recent weeks have already touched 47.2C in the nation’s east, according to the Indian Meteorological Department. Those extremes come amid the Lok Sabha election during which high temperatures are being cited as among the factors for lower voter turnout.

At SSKM Hospital, one of Kolkata’s busiest, a waiting area teemed last month with people sheltering under colorful umbrellas and thronging a coin-operated water dispenser to refill empty bottles. A weary line snaked back from a government-run kiosk selling a subsidized lunch of rice, lentils, boiled potato and eggs served on foil plates.

“High temperatures can cause heat stroke, skin rashes, cramps and dehydration,” said Niladri Sarkar, professor of medicine at the hospital. “Some of these can turn fatal if not attended to on time, especially for people that have pre-existing conditions.” Extreme heat has an outsized impact on poorer residents, who are often malnourished, lack access to clean drinking water and have jobs that require outdoor work, he said.

Elsewhere in the city, tea sellers sweltered by simmering coal-fired ovens, construction workers toiled under a blistering midday sun, and voters attending rallies for the ongoing national elections draped handkerchiefs across their faces in an effort to stay cool. The state government in April advised some schools to shutter for an early summer vacation to avoid the heat.

Since 2013, states, districts and cities are estimated to have drafted more than 100 heat action plans, intended to improve their ability to mitigate the effects of extreme temperatures. The Centre set out guidelines eight years ago to accelerate adoption of the policies, and a January meeting of the National Disaster Management Authority pledged to do more to strengthen preparedness.

The absence of such planning in Kolkata has also meant a failure to intervene in trends that have made the city more susceptible.

Almost a third of the city’s green cover was lost during the decade through 2021, according to an Indian government survey. Other cities including Mumbai and Bengaluru have experienced similar issues. That’s combined with a decline in local water bodies and a construction boom to deliver an urban heat island effect, according to Saira Shah Halim, a parliamentary candidate in the Kolkata Dakshin electoral district in the city’s south. “What we’re seeing today is a result of this destruction,” she said.

Hakim, the city’s mayor, disputes the idea that Kolkata’s preparations have lagged, arguing recent extreme weather has confounded local authorities. “Such a kind of heat wave is new to us, we’re not used to it,” he said. “We’re locked with elections right now. Once the elections are over, we’ll sit with experts to work on a heat action plan.”

Local authorities are currently ensuring adequate water supplies, and have put paramedics on stand-by to handle heat-induced illnesses, Hakim said.

Focusing on crisis management, rather than on better preparedness, is at the root of the country’s failings, according to Nairwita Bandyopadhyay, a Kolkata-based climatologist and geographer. “Sadly the approach is to wait and watch until the hazard turns into a disaster,” she said.

Even cities and states that already have heat action plans have struggled to make progress in implementing recommendations, the New Delhi-based think tank Centre for Policy Research said in a report last year reviewing 37 of the documents.

Most policies don’t adequately reflect local conditions, they often lack detail on how action should be funded and typically don’t set out a source of legal authority, according to the report.

As many as 9 people have already died as a result of heat extremes this year, according to the meteorological department, though the figure is likely to significantly underestimate the actual total. That follows about 110 fatalities during severe heat waves during April and June last year, the World Meteorological Organization said last month.

Even so, the handling of extreme heat has failed to become a “political lightning rod that can stir governments into action,” said Aditya Valiathan Pillai, among authors of the CPR study and now a fellow at New Delhi-based Sustainable Futures Collaborative.

Modi's government has often moved to contain criticism of its policies, and there is also the question of unreliable data. “When deaths occur, one is not sure whether it was directly caused by heat, or whether heat exacerbated an existing condition,” Pillai said.

In 2022, health ministry data showed 33 people died as a result of heat waves, while the National Crime Records Bureau – another agency that tracks mortality statistics – reported 730 fatalities from heat stroke.

Those discrepancies raise questions about a claim by the Centre that its policies helped cut heat-related deaths from 2,040 in 2015 to 4 in 2020, after national bureaucrats took on more responsibility for disaster risk management.

Local officials in Kolkata are now examining potential solutions and considering the addition of more trees, vertical gardens on building walls and the use of porous concrete, all of which can help combat urban heat.

India’s election is also an opportunity to raise issues around poor preparations, according to Halim, a candidate for the Communist Party of India (Marxist), whose supporters carry bright red flags at campaign events scheduled for the early morning and after sundown to escape extreme temperatures.

“I’m mentioning it,” she said. “It’s become a very, very challenging campaign. The heat is just insufferable.”

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News Network
May 14,2024

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Jerusalem: Israel and India will continue to deepen their bilateral ties and lead to greater prosperity, Foreign Minister Israel Katz said on Tuesday.

Katz was responding to India’s External Affairs Minister S Jaishankar’s message on the occasion of Israel’s 76th Independence Day.

“Thank you for the warm wishes, FM @DrSJaishankar. In celebration of our Independence Day, Israel and India will continue to deepen our ties and lead to greater prosperity,” Katz said in a post on X.

Earlier in the morning, Jaishankar posted on X a 2:03-minute video showcasing the India-Israel relationship through photos of various bilateral meetings between Prime Minister Narendra Modi, himself, and other Indian ministers with Israel Prime Minister Benjamin Netanyahu and other ministers.

“Congratulate FM @Israel_katz and the people of Israel on the occasion of the 76th anniversary of Israel’s Independence. Mazel Tov!,” Jaishankar posted along with the video and repeated the same message in another post in Hebrew.

Meanwhile, President Droupadi Murmu wished her Israeli counterpart Isaac Herzog as she said on X, “I join the people of India in conveying our best wishes to President @Isaac_Herzog, and the people of Israel on the 76th anniversary of Israel’s independence.”

Lok Sabha speaker Om Birla too took to X to post his greetings to his counterpart Amir Ohana, the Speaker of The Knesset: “On the occasion of Israel’s 76th anniversary of independence, I congratulate Speaker of the Knesset @AmirOhana and the people of Israel.”

Both Murmu and Birla also included greetings in Hebrew.

“Thank you, my dear friend @ombirlakota. May the friendship between our nations grow stronger,” Ohana replied to Birla and also added a line in Devnagari script in Hindi, loosely translated as, “Thank you my dear friend Om Birla. May the friendship between our countries be stronger.”

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News Network
May 10,2024

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The Supreme Court Friday granted interim bail to Delhi Chief Minister Arvind Kejriwal till June 1 in the excise policy case.

The top court, however, stated that it will be passing a detailed order over the matter soon.

On Thursday, the Enforcement Directorate had opposed the move to grant interim bail to Kejriwal saying that “any special concession” to him will “amount to anathema to the rule of law and equality… thereby creating two separate classes in the country viz. ordinary people, who are bound by the rule of law as well as the laws of the country, and politicians who can seek exemption from the laws”.

The ED had arrested Kejriwal on March 21 in the excise policy case.

“The right to campaign for an election is neither a fundamental right nor a constitutional right and not even a legal right,” the ED said, maintaining that to its knowledge, “no political leader has been granted interim bail for campaigning even though he is not the contesting candidate”.

After the ED filed its affidavit, the AAP, in a press release, said, “The legal team of Delhi Chief Minister and AAP National Convenor, Shri Arvind Kejriwal, has raised strong objection to the affidavit filed by the Enforcement Directorate opposing interim bail in the Supreme Court.”

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