New York Times

Mark Zuckerberg, Facebook’s chief executive, signed off in August 2021 on a new initiative code-named Project Amplify. The effort, which was hatched at an internal meeting months before 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. The idea was that pushing pro-Facebook news items — some of them written by the company — would improve its image in the eyes of its users.