A UNESCO report, titled Behind the Screen, has revealed that nearly two-thirds of digital content creators do not verify information before sharing it. This groundbreaking analytical study explores the behaviors, motivations, and challenges faced by digital creators worldwide.
The report, developed with the University of Ohio, surveyed 500 creators from 45 countries. Findings show that 62% of respondents admitted to skipping fact-checking, with only 36.9% verifying content before sharing. Around one-third (33.5%) said they share content based on the perceived credibility of the source or creator.
The Role of Social Media in Determining Accuracy
The survey highlighted that 42% of creators rely on likes and shares to gauge the accuracy of information. Meanwhile, 21% trust content shared by friends, and 19% assess a post’s authenticity based on the person who posted it.
The Need for Fact-Checking
Some creators stressed the importance of accurate information and noted the serious consequences of sharing unverified content. Despite this, the findings indicate that fact-checking remains uncommon due to challenges in verifying the accuracy of information.
Training Program to Combat Misinformation
In response, UNESCO has launched the first global training program exclusively for digital content creators. The program, involving 9,000 participants from 160 countries, focuses on innovative strategies to counter misinformation and hate speech.
UNESCO’s Perspective
UNESCO Director-General Audrey Azoulay remarked, “Digital content creators play a pivotal role in connecting millions with cultural, social, and political news. Their impact on the information ecosystem cannot be understated.”
This initiative underscores the growing responsibility of digital creators in shaping public discourse and ensuring the accuracy of shared content.
