In November 2014, confidential data from Sony Pictures Entertainment, including thousands of emails and documents, were released on the Internet. Originally attributed to North Korean hackers, the incident prompted the scuttling of the planned Christmas release of the film The Interview. The incident may have also played a role in the departure from Sony of Amy Pascal, chair of the Motion Pictures Group of Sony and one of the most powerful figures in Hollywood, and Charles Sipkins, executive vice president of communications, a person described as "a crisis PR specialist".
Trade secrets and embarrassing revelations still are emerging from the mountain of leaked data, especially after a searchable database was created by WikiLeaks on April 16. A Signpost investigation of the released data has revealed Sony's corporate practices regarding Wikipedia and uncovered what appears to be undisclosed advocacy editing of Wikipedia by Sony employees and possibly by others.
Many of the emails contain harmless or positive uses of Wikipedia. A number of the emails contain links to Wikipedia articles as background information about intellectual properties that Sony was developing or considering developing, including Golgo 13, Q*bert, and the Suicide Squad. Some emails contain nothing apart from a link to a Wikipedia article, perhaps as a reminder for future consideration. There is even a 2013 email from Sue Gardner thanking Amy Pascal for her donation to Wikipedia.
Other emails indicate that Wikipedia is a standard part of film promotion for Sony. Numerous marketing strategy documents contain the instruction "Please create a Wikipedia (or other collaborative website) page if you are able", and Wikipedia is listed on other documents as one of their "standard tactics" for social media promotion.
The emails reveal that for some movies, the marketing tactics go beyond simply starting a new page for an upcoming film. In a late January 2014 email, director and producer David O. Russell inquired about his film American Hustle: "I had asked weeks ago how the wiki page is looking. Can anyone please tell me ? It can be maintained." A Sony employee responded with a list of changes made to the articles for Russell and the film, with special attention to awards nominations. (Hustle had been nominated for ten Academy Awards earlier that month but would receive no wins at the 86th Academy Awards in March.) The changes listed in the email coincide with a number of December 2013 edits from the IP address 172.248.119.172, which originates from Marina Del Rey, California—a short distance from Sony's headquarters in Culver City, California. The employee also complained that editing these articles is "not an easy task ... our changes are instantly changed back by the Wikipedia editors."
“ | I have to mention, that it's not an easy task because several times our changes are instantly changed back by the Wikipedia editors. | ” |
— A Sony employee, February 1, 2014 |
Sony employees also turned their attention to Wikipedia articles about Sony executives. In an April 2014 email that was forwarded to Sony CEO Michael Lynton, a Sony employee wrote: "We edited Michael’s Wikipedia page in order to provide more complete and updated professional information and also to reflect the personal information that Michael preferred was included." This coincides with a major expansion of Lynton's article by Monstermike99. The added material is sourced and formatted properly, but it also contains promotional language and praise for Lytton's "leadership", including a paragraph that begins "Lynton and Pascal are dedicated to environmental sustainability at Sony Pictures."
Later that month, the same employee wrote an email to Amy Pascal stating: "Your official Wikipedia entry has been edited to reflect the updated biography that you recently approved." This coincides with another major expansion by OnceaMetro. Like the edits to Lytton's article, the edits are properly sourced and formatted, but contain promotional language, including the sentence, "Lynton and Pascal are dedicated to environmental sustainability at Sony Pictures."
None of the edits were accompanied by a declaration of paid editing as required by Wikipedia's terms of use. The Signpost spoke with a representative from Sony, who declined comment on this matter.
The accounts Monstermike99 and OnceaMetro continue to edit Wikipedia, including a number of articles on CEOs, hedge fund managers, and other business and finance executives. According to the editor interaction analyzer tool, articles that both accounts have edited include those on investor Jonathan M. Nelson, Time Warner CEO Steve Ross, and hedge fund manager Steven A. Cohen. A former Sony vice president founded an eponymous company in January that refers to itself as "a corporate, crisis and financial communications firm." The firm's public client list includes News Corporation, Yahoo!, and The Chernin Group. The founder and CEO of this firm did not return a request for comment from the Signpost by press time.
Discuss this story
Question from Julia
I am not sure how to use your user interface. So I am just going to put this here. Why does Wikipedia allow anonymous users in the registered accounts? I can understand anonymous users in the non-registered accounts that only use IP as a marker, which can be spoofed. Wouldn't it be better if it was based like linkedin or facebook where people are held accountable to their identity? 66.169.254.254 (talk) Julia — Preceding undated comment added 22:21, 24 April 2015 (UTC)[reply]
Block?
At this point, is there any reason NOT to block both of the named accounts for undisclosed promotional editing? They are still active as of a few hours ago. ☺ · Salvidrim! · ✉ 23:02, 23 April 2015 (UTC)[reply]
In addition, since it was mentioned, I never particularly felt that that movie was made with any good intention anyways. It is a personal attack towards, indeed, a cruel and unlawful tyrant, but nevertheless it is itself cruel, twisted and foul. I wouldn't have batted an eye if it had never gotten released, as it was a foul production from the beginning. But, then again, so many people love barbaric cravings like bloodlust and stark incivility, so I probably shouldn't be surprised that some ill-doers decided to make some foul film. Tharthandorf Aquanashi (talk) 23:36, 23 April 2015 (UTC)[reply]
Devil's advocate (against ban)
So I am of two minds here. Yes, they should've disclosed their affiliation, but in the diffs/examples cited, I don't really see anything problematic. A few PR sentences, which I presume got deleted, but as the report states, most edits are mostly "harmless or positive". So it's a storm in a teacup, the edits from those accounts seem to be mostly positive. I don't see what we gain from banning them; rather, I'd ask them to review our policies, disclose their affiliation and avoid promotional marketing speech in the future. --Piotr Konieczny aka Prokonsul Piotrus| reply here 01:53, 24 April 2015 (UTC)[reply]
That dross should not and shall not fly. Tharthandorf Aquanashi (talk) 20:05, 24 April 2015 (UTC)[reply]
Coincidence
Nice piece
In Wikipedia articles that are largely based on "industry news" that operates as a PR echo chamber, it is practically impossible to distinguish between contributors who find the topic interesting and those who have a conflict of interest. As long as Wikipedia allows itself to be part of a PR echo chamber, rather than developing more discriminating editorial standards, people engaged in PR will not just sit back and wait for the echo, will not disclose what they are doing, and will usually remain undetected once they learn the ropes. (As the quote indicates, it is an acquired skill.) ~ Ningauble (talk) 16:04, 24 April 2015 (UTC)[reply]
Old SPI
Apparently, MonsterMike was associated with three sockpuppets in 2013: Wikipedia:Sockpuppet investigations/Monstermike99/Archive. Those three were all blocked, but not MonsterMike himself. Tdslk (talk) 02:36, 24 April 2015 (UTC)[reply]
Sue Gardner
The 2013 email is an automatic reply to a donation, not an actual email written by Gardner to Sony executives. --NaBUru38 (talk) 20:15, 24 April 2015 (UTC)[reply]
Automated ADVOCACY Flag for Promotional/Attack Language
As stated above, the Wikipedia is enriched by information from these folks and impoverished by the advocacy. The goal here is to encourage more information and discourage advocacy. To reach that goal, I propose that self-censorship is the most efficient. With consistent encouragement, self-censorship can be a habit.
To this end, I would like to propose a robot/flag file, the ADVOCACY flag, as follows: User BlabberMatt posts or edits an article with obvious promotional language. A Wikipedian discovers the language, flags it for ADVOCACY, and edits the text to Wikipedian standards (or deletes the page). It could be a statement anywhere from "our fine, patriotic, and heroic soldiers" to "those nasty babykilling marines," -- on any subject, for or against any entity. The byword is, "just the facts, ma'am." Each time the offense is flagged, the statement, user, IP, article, subject, date, etc. are logged. The list of ADVOCACY users can be monitored over time. Get bored after midnight, go run down the ADVOCACY list to see who is doing what lately, and are they holding the line. If a single user name or IP is flagged with a threshold number of offenses on the same page or subject, a gradient series of disciplines are applied to BlabberMatt, from warning to blocking to banning. And each penalty grade is relaxed to the lesser grade over time.
The policy is posted and the user is referred to the policy for each offence. When BlabberMatt is exposed and warned, the group he represents will help to reign in the BlabberMatt's enthusiasm. In that way, we do not lose BlabberMatt's contributions, we just discourage or eliminate his tendency to use Wikipedia like a paid ad on Page 5 of the NYTimes. Eventually, 'BlabberMatt gets the message, learns to use neutral language, and Wikipedia has a professional editor who turns out neutral text with up-to-the-minute material. Slade Farney (talk) 23:10, 24 April 2015 (UTC)[reply]
Those pesky Wikipedia editors
Those pesky Wikipedia editors... perhaps the real problem is the lack of a reasonable delay between a supposedly notable bit of history occurring, and its appearance in the encyclopaedia. If we didn't allow any film to be listed until a year (or two) after its initial appearance, there might be less of a temptation to edit for reasons that we consider unencyclopaedic, and there would be less "chatter" about short-term matters too. Historians don't try to decide if a recent event is historic for ... decades. Fascinating piece, by the way. Chiswick Chap (talk) 12:36, 25 April 2015 (UTC)[reply]
..changed back by the Wikipedia editors...