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Mark Zuckerberg, Facebook’s chief executive, signed off (ký phê duyệt) last month on a new initiative code-
named Project Amplify.

The effort (nỗ lực), which was hatched (ngấm ngầm bày đặt, ngấm ngầm dự định (âm mưu...)) at an internal meeting (cuộc họp nội bộ) in January, had a specific purpose (mục tiêu cụ thể): 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 (do chính công ty viết) — would improve its image in the eyes of its users, three people with knowledge of the effort said. But the move was sensitive (nhạy cảm) because Facebook had not previously positioned the News Feed as a place where it burnished (đánh bóng) its own reputation (tên tuổi, danh tiếng). Several executives (giám đốc điều hành) at the meeting were shocked by the proposal (đề xuất), one attendee (thành viên dự họp) said.

Project Amplify (phóng đại, thổi phồng) punctuated a series of decisions that Facebook has made this year to aggressively reshape its image. Since that January meeting, the company has begun a multipronged effort to change its narrative (tường thuật, câu chuyện) by distancing Mr. Zuckerberg from scandals, reducing outsiders’ access to internal data, burying a potentially negative report about its content and increasing its own advertising to showcase its brand.