UNESCO report highlights urgent need for media literacy training for digital content creators who report the news
As new players gain ground alongside professional journalists in the news industry, UNESCO published a global study entitled ‘Behind The Screens: Insights from Digital Content Creators’. The report provides interesting insights on the way digital content creators consider their work, and highlights their vulnerability to mis- and disinformation.
Who are these “influencers”? In her report, the Author Dr. Louisa Ha defines digital content creators as “individuals who regularly post content online for public consumption and have more than 1,000 followers.” The people who participated in the survey across the five continents are under 35 and “have between 1,000 to 10,000 followers”.
The author notes a “profound sense of purpose” among the content creators. Most engage in this activity to teach others what they know: the main motivations identified are “sharing knowledge” (26%), “earning income” (23.8%), and entertaining (23.4%). Even if they want to share their opinion and knowledge, most of them consider that their influence is limited.
Fact-checking and trusted sources
According to the study, digital content creators consider the information they publish to be fact-checked and accurate. However, only around a third of them claim to fact-check their sources, while another third share content as long as they trust the source. The last third do not systematically verify information: 15.8% “just share the content [they] find entertaining or useful without checking for accuracy” and 13.2% “only check accuracy of news content,” but not other types of content.
When it comes to sources, 58.1% of the respondents say they create content from their personal experiences and encounters, and 39% from their own research and interviews with experts. About 37% use information from online sources other than mainstream media, and another 37% share news from mainstream media. About 30% use “tips and leads from followed, followers and friends.”
Yet a majority (68,7%) “believe they promote critical thinking and digital literacy, even though they do not conduct thorough fact-checking and evaluation of sources,” the report shows. This lack of rigour “can be particularly problematic in times of crisis as it may result in the spread of misinformation, causing confusion and panic among the public,” note Dr. Ha.
Balancing authenticity with commercial interests
Other challenges include lack of knowledge when it comes to legal frameworks, lack of transparency about sponsored content, ethical consideration regarding sensational and fact-based reporting, as well as commercial interests.
The primary goal of expanding the audience sometimes leads influencers to choose between sharing qualitative or attractive content. The problem of “balancing authenticity with commercial interest” is that one aspect of this dilemma encourages the spread of sensational even if dubious, information. They also share a challenge with traditional media in trying to “ensure their content does not perpetuate stereotypes.”
UNESCO’s findings show the need to reach out to these new players, 85% of whom do not belong to any professional association or union that can provide guidance on principles and ethics.
The report concludes that there is an urgent need to provide digital content creators with media literacy skills and training course on ethical practices and freedom of expression standards – 73% said they are ready to take training.
