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A new survey by UNESCO reveals that two-thirds of digital influencers do not verify their sources rigorously before sharing content, despite being a key information source for the public, while 73% expressed a willingness to learn, prompting UNESCO to launch a global training program to combat misinformation and hate speech.
As digital content creators increasingly shape public discourse on cultural, social, and political issues, the survey shows that 62% fail to conduct systematic fact-checking. In response, UNESCO is rolling out its first-ever global training initiative in November, with over 9,000 participants from 160 countries already enrolled.
“Digital content creators have become a cornerstone of the information ecosystem, engaging millions worldwide. Yet, many struggle to tackle misinformation and online hate speech, and they are calling for more training,” said UNESCO Director-General Audrey Azoulay. She reaffirmed the organization’s commitment to supporting creators through its mandate for media and information literacy.
Titled Behind the Screens , the survey marks the first global study on the motivations and practices of digital content creators, as well as the challenges they face. It involved 500 influencers from 45 countries, with research led by a specialized team at Bowling Green State University in the United States.
The UNESCO survey reveals that beyond the lack of fact-checking as a standard practice, content creators struggle to determine the best criteria for evaluating the credibility of online information. Nearly 42% of respondents rely on metrics like the number of “likes” and “shares” an article receives on social media as their primary indicator of credibility. Meanwhile, 21% see no issue in sharing content received from “trusted friends,” and 19% base their trust on the reputation of the content’s author or original source.
While journalists could play a critical role in helping digital creators verify their information, the survey highlights that collaboration between the two communities remains limited. Traditional media outlets are only the third most common source of information (36.9%) for creators, following their own experiences and self-conducted research and interviews.
The survey also finds that a majority of creators (59%) are either unaware of or only vaguely familiar with international standards and regulatory frameworks for digital communication. Only a little over half of respondents (56.4%) know about training programs tailored for them, and a mere 13.9% of those aware of these programs have participated in them.
“This lack of awareness leaves digital content creators vulnerable to legal uncertainty, exposing them to potential lawsuits or convictions in some countries, it also hinders them from defending their rights when they themselves fall victim to illicit online content,” warn the authors of the survey.
As an example, approximately one-third (32.3%) of digital creators reported being targets of hate speech. Yet, of those affected, only 20.4% reported the incidents to social media platforms.
With 73% of respondents expressing a need for training, UNESCO has partnered with the Knight Center for Journalism in the Americas (USA) to develop the first-ever global course for content creators. This month-long program aims to equip participants with tools to combat misinformation and hate speech while providing them with a robust understanding of global legal standards on freedom of expression and information.
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