po polsku
illustration: DALL-EAs highlighted by the authors of the "Behind The Screens" report, published at the end of 2024 by UNESCO, digital creators operate for various reasons. Most frequently, they emphasize sharing knowledge (26%), earning income (23.8%), and providing entertainment (23.4%). Less common motivations include expressing opinions (13.8%) or promoting specific causes (5.8%).
For instance, Amanda da Cruz Costa from Brazil emphasizes her engagement in climate activism, while Faith Sycaoyao from the USA sees her mission as inspiring others through art. Creators, despite working in different fields, combine personal passions with a mission to influence the world.
Main Motivations:
- Sharing knowledge: 26%
- Earning income: 23.8%
- Entertainment: 23.4%
- Expressing opinions: 13.8%
- Promoting causes: 5.8%
Content Credibility Issues
A significant portion of creators (62%) admit that they do not thoroughly verify information before publishing. Popularity – measured by likes and views – is their main indicator of credibility (41.7%). Further down the list are recommendations from friends (20.6%) and evidence in the content (17%).
| Indicator | Percentage of Creators |
|---|---|
| Popularity (likes, views) | 41.7% |
| Recommendations from friends | 20.6% |
| Author’s reputation | 19.4% |
| Evidence and documentation | 17% |
The lack of systematic data verification poses risks to content audiences. UNESCO recommends intensifying training for creators to promote better media practices.
Law, Ethics, and Hate Speech
The study reveals that 59% of creators are unaware of regulations regarding freedom of speech or copyright laws. Only 32.4% of respondents claimed a good understanding of these regulations.
Insufficient legal knowledge is also linked to ethical issues. Only 50% of creators always disclose their content sponsors, undermining the transparency of their actions. This points to the need for implementing ethical standards in the influencer industry.
One of the biggest challenges for creators is hate speech. As many as 32.3% of respondents have experienced it firsthand, with 31.5% ignoring such incidents and only 20.4% reporting them to platforms.
Creators and Social Media Platforms
The relationship between creators and platforms is crucial for their success. The report indicates that 67.8% of respondents find platform guidelines clear, although most believe that technical support could be improved.
| Aspect | Percentage of Respondents |
|---|---|
| Clarity of guidelines | 67.8% |
| Content moderation | 64.6% |
| Technical support | 65.9% |
| Safety management | 69.3% |
Introducing better algorithms and a more human approach to moderation could improve the quality of collaboration between creators and platforms.
Training and Support
The report highlights a significant demand for training. Only 13.9% of respondents have participated in any ethics or legal courses, although 73.7% expressed interest in free UNESCO programs.
What Can Help Creators?
- Access to training in ethics and law.
- Tools to combat hate speech.
- Better collaboration with social media platforms.
Implementing such initiatives would allow creators to operate more responsibly and professionally. The UNESCO report shows that digital creators play a key role in shaping public opinion and promoting credible content. However, for their influence to be positive, they need support through training, regulations, and better relations with platforms.
The research was conducted on a group of 500 creators from 45 countries and included 20 in-depth interviews. The full UNESCO "Behind The Screens" report is available for free at https://news.un.org/en/story/2024/11/1157546.
COMMERCIAL BREAK
New articles in section Media industry
Information laundering. Russian propaganda returns as news from China
KFi
Russian intelligence agencies use complex tactics to mask the primary source of their harmful narratives. Patrycja Krzyśpiak from NASK details this dangerous process of information laundering in a recent report.
Health disinformation on the internet. Diagnosis from an algorithm
Katarzyna Czechowicz
Health disinformation can cause a cancer patient to see a doctor when it is too late for effective treatment. It can also undermine trust in doctors and public institutions. As a result, people may refuse to cooperate even during a real external threat, experts warn.
Feminatives are not a given. How Polish women talk about their professions
SWPS
Polish women still rarely use female job titles. This comes from the latest report by the Center for Research on Social Relations at SWPS University. Women's professional activity proved to be a significant factor in using feminatives.
See articles on a similar topic:
Models of Journalistic Organizations
Zenon Kuczera
An overview, operational principles, and characteristics of journalistic organizations operating in Belgium, Canada, Switzerland, and the United States.
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Media Subscriptions to Replace Advertising. TMT Predictions 2018
BARD
Some publishers already consider attempts to generate revenue from online advertising a waste of time. According to the "TMT Predictions 2018" report by Deloitte, by the end of 2018, half of all adults in developed countries will have at least two online media subscriptions.
Streaming Services. Rapid Growth of Subscribers in Poland
RINF
Compared to 2020, 20% more Poles declared having a subscription to video streaming services in 2021, according to the *Digital Consumer Trends 2021* report published by Deloitte.
