No more apologies: Inside Facebook's push to defend its image

A multi-pronged effort has been launched to change Facebook's narrative by distancing Mr Mark Zuckerberg from scandals. PHOTO: NYTIMES
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LOS ANGELES (NYTIMES) - Facebook chief executive Mark Zuckerberg signed off last month on a new initiative code-named Project Amplify.

The effort, which was hatched at an internal meeting in January, had a specific purpose: to use Facebook's News Feed, the site's most important digital real estate, to show people positive stories about the social network.

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