The Knight Center for Journalism in the Americas, in partnership with UNESCO, has launched an initiative exploring the evolving role of influencers and digital content creators in the news media industry. As the lines between journalism and content creation continue to blur, this project seeks to bridge the gap between the two fields, fostering a shared commitment to credibility, fact-checking and ethical storytelling. A UNESCO survey of digital content creators revealed that 62% do not carry out rigorous and systematic fact-checking of information prior to sharing it; however, 73% wish to be trained to do so.42 This multifaceted effort culminated in the launch of a free, multilingual online course: Digital Content Creators and Journalists: How to Be a Trusted Voice Online. The course provides journalists and digital creators with the tools to navigate the challenges of the digital era, equipping them with essential skills in media literacy, disinformation detection and audience engagement. The initiative is further supported by the publication of an open-access e-book, Content Creators and Journalists: Redefining News and Credibility in the Digital Age, offering insights from media professionals worldwide.43 Socio-ecological level The intervention operates at the individual level of the socio-ecological model, focusing on enhancing the skills, knowledge and ethical awareness of journalists and content creators. As digital platforms become primary sources of information, individuals play a crucial role in shaping public discourse and influencing news consumption. By equipping participants with fact-checking techniques, ethical storytelling practices and media literacy skills, the initiative empowers them to navigate the digital landscape responsibly and combat the spread of misinformation. Through the free, multilingual online course, participants develop the ability to critically assess information, verify sources and understand the impact of their content. The initiative also fosters self-reflection and professional growth, encouraging journalists and content creators to adopt best practices in credibility and audience engagement. Given this shift, it is essential that content creators and journalists possess the individual capacity to uphold ethical standards and counter disinformation. In turn, they can become force- multipliers and shift the cultural norms for their (online) audience, extending the impact of such a programme from the individual to community level.Disinformation life cycle level Due to the initiative’s focus on digital content creators and journalists, it operates at the pre- creation, creation and distribution stages of the life cycle. By equipping journalists and digital content creators with the skills necessary to produce credible, ethical and fact-based content, the initiative helps shape the integrity of information before it is created and shared. At the pre-creation stage, the initiative fosters critical awareness and ethical responsibility among its participants. Through the free, multilingual online course and collaborative discussions at the Knight Center roundtable, they can develop a deeper understanding of misinformation risks, media credibility and the societal impact of their content. This stage focuses on preparing individuals to recognize bias, question sources and apply fact- checking techniques before producing content. During the creation stage, the initiative strengthens responsible storytelling and digital journalism. The programme emphasizes best practices in media ethics, fact-checking and audience engagement, ensuring that participants are equipped to produce high-quality, accurate content. Determining what information to share is increasingly important for content creators, as 42% of respondents said they used “the number of ‘likes’ and ‘shares’ a post had received” on social media as the main indicator for assessing the credibility of information.44 Content Creators and Journalists: Redefining News and Credibility in the Digital Age compiles insights from industry professionals, highlighting how journalistic integrity and digital content creation can coexist in an evolving media landscape. At the distribution stage, the initiative addresses how content reaches audiences and combats the spread of misinformation and harmful narratives. By encouraging responsible content dissemination and algorithmic awareness, participants learn how platform mechanics, engagement metrics and virality influence information flow. Outcomes The Digital Content Creators and Journalists: How to Be a Trusted Voice Online course has made a significant impact in strengthening the credibility and ethical standards of digital content creation. Participants reported increased confidence in applying fact-checking techniques, verifying sources and producing responsible media content, leading to a more informed approach to journalism and digital storytelling. The initiative’s free online course, with more than 9,000 participants from 172 countries, has 6.1 Trusted voices of content creators Rethinking Media Literacy: A New Ecosystem Model for Information Integrity 27

Rethinking Media Literacy 2025