A recent UNESCO survey highlights a concerning trend among online influencers, revealing that 62% do not verify the content they share with their audiences. Conducted by researchers from Bowling Green State University, the survey involved 500 influencers from 45 countries, exploring their motivations, skills, practices, and challenges.
The findings show that many content creators struggle to assess the reliability of online information. Notably, 42% rely on the number of likes and shares a post garners as a measure of credibility, while 19% depend on the reputation of the original author or publisher. Additionally, one in five influencers would share content from trusted friends.
Interestingly, traditional media are not the primary source of information for these creators; only 37% turn to mainstream outlets. Instead, personal experiences and self-conducted research dominate their content sourcing. The survey also indicated that 73% of respondents seek more training to combat misinformation.
UNESCO Director-General Audrey Azoulay emphasized the significance of digital content creators in the information ecosystem, stating that they attract millions with cultural, social, and political news.
In light of these findings, UNESCO has announced a month-long training program aimed at equipping content creators to address misinformation. This course, developed by media and information literacy experts, will cover global human rights standards concerning freedom of expression and information.
Participants will learn to source information from diverse outlets, verify its quality, and effectively counter misinformation and hate speech online.