屏幕的背后-数字内容创作者的见解（英）

Insights from Digital Content CreatorsUnderstanding their Intentions, Practices and ChallengesBehind The ScreensBehind The ScreensTable of ContentsExecutive Summary1 - Background and Context2 - Main Findings3 - About the digital content creators4 - Conclusion5 - Annex: Research Methods1.1 Content Creators and Their Role as Opinion Leaders for Their Community1.2 Research Objectives2.1 Motivations of Digital Content Creators2.2 Relation with Trust and Accuracy A. Fact-Check Processes B. Sources Used to Create Content2.3 Knowledge of international standards and legal frameworks A. International Standards B. Legal Frameworks2.4 Challenges A. Ethical Dilemmas Experience B. Hate Speech Experience C. Views on Sponsored Content D. Evaluation of Social Media Platform Practices and Community Standards2.5 Existing support to digital content creators A. Trainings and Resources B. Professional Associations3.1 Geographic Distribution of Content Creators3.2 Demographics of Content Creators3.3 Content Formats and Genres3.4 Social Media Platform Uses5.1 First Phase: Online Survey5.2 Second Phase: In-Depth Interviews456121516556778999991010111111111212131416163Executive SummaryThis UNESCO report, “Behind the Screens,”aims to provide valuable insights into theworld of digital content creators. The reporthighlights findings from a study about digitalcontent creators' motivations, skills, practices,and challenges. Conducted by a research teamat Bowling Green State University in the UnitedStates of America between August andSeptember 2024, the study employed twomethods. First, an online survey was conductedin 8 languages with responses from 500 contentcreators from 45 countries and territories.Second, in-depth interviews were carried outwith 20 digital content creators to gather moredetailed qualitative insights about their contentcreation practices and challenges.For this study, digital content creators aredefined as individuals who regularly postcontent online for public consumption andhave more than 1,000 followers, which is thethreshold to be qualified as nano-influencers.The findings reveal that many digital contentcreators, often labelled as “influencers,” have anuanced perception of their real or perceivedinfluence. While only 19% of creators considerthemselves consistently influential, they regularlyprovide information to their audiences. Thestudy examined the sources creators rely on todevelop their content and whether they take thetime to verify information before sharing. Thefindings reveal that ‘popularity’ – measuredby the number of likes and views - is the mostcommon indicator of credibility for onlinesources (42%). Second to popularity, the‘endorsements of content’ by trusted friends orexperts also significantly impact how creatorsassess the credibility of online sources. Theprevalent lack of rigorous critical evaluationof information highlights an urgent need toenhance creators’ media and informationliteracy ski