Why in the News?

A UNESCO "Behind the Screens" survey highlighted the growing influence of Digital Content Creators (DCCs) while raising a question on their credibility.

About Digital Content Creators (DCCs)

• They are individuals who produce and share digital content such as text, videos, images, podcasts, and interactive media across platforms like YouTube, Instagram, and TikTok. 
• DCCs play a crucial role in the broader Creator Economy (or Orange Economy), which includes cultural and creative industries producing goods, services, and content rooted in cultural or artistic origins.
  • Globally, the creative economy generates over $2 trillion annually and supports nearly 50 million jobs worldwide, according to the 'Creative Economy Outlook 2024' report of UN Trade & Development.
  • In India, the creative industry is valued at $30 billion, employing 8% of India's workforce. 

Risks and Implications Posed by Digital Content Creators

• Social and Ethical Risks:
  • Misinformation and Fake News: The ease of creating digital content accelerates misinformation, manipulating opinions, inciting harm, and eroding public trust. 
    • E.g., 62% DCCs do not carry out rigorous and systematic fact-checking of information prior to sharing it (behind the screen report).
  • Privacy Violations: Content creators often share personal information, either intentionally for engagement or unintentionally due to lack of awareness, leading to privacy breaches.
    • E.g., the Cambridge Analytica scandal (2018) revealed Facebook harvested millions of users' data, including that of content creators, to target political ads and influence elections.
  • Algorithmic Amplification: Social media algorithms often prioritize engagement over accuracy, creating an echo chamber that amplifies disinformation and reinforces misleading narratives.
    • When creators prioritize popularity (41.6% use likes and views as a credibility metric), they're incentivized to create sensational content rather than verified information.
  • Lack of training and literacy: DCCs are not fully aware of their rights and responsibilities as well as legal frameworks governing their content (patent, copyright laws etc.).
  • Other issues: Promotion of unrealistic standards; Lack of Transparency in Sponsored Content; Online harassment etc.
• Regulatory Challenges
  • Lack of a Unified Regulatory Framework: Although the Information Technology Act, 2000, and Consumer Protection Act, 2019, govern digital content, there is no unified framework specificallydesigned to address the unique challenges of the creator economy.
  • Regulatory Overlaps and Jurisdictional Conflicts: Various agencies, including MeitY, the Department of Consumer Affairs, and TRAI, regulate digital content.
• Economic Risk
  • Losses in Conventional Media: The shift in news consumption from traditional media (print, TV) to digital platforms has led to financial losses for conventional media.
    • Online platforms gain from traditional media content without investing in journalistic processes like training, editorial checks, or news verification, giving them an unequal bargaining edge.

Ways to Mitigate Risks Posed by Digital Content Creators

• Promote media literacy programs and fact-checking initiatives to combat misinformation.
  • E.g., Google News Initiative (GNI): Google has partnered with fact-checking organizations worldwide to provide training and tools for journalists and content creators to verify information. 
• Implement data protection laws and privacy education for content creators.
  • E.g., General Data Protection Regulation (GDPR): In the European Union, GDPR enforces strict data protection rules, requiring platforms and creators to handle user data responsibly. 
  • E.g., India's Digital Personal Data Protection Act, 2023: It aim to protect user privacy and hold platforms accountable for data breaches.
• Establish fair revenue-sharing models and support for traditional media.
  • E.g., Australia's News Media Bargaining Code: It requires tech giants like Google and Facebook to pay news publishers for using their content. 
• Ensure a legislative balance between Digital Content Creator's right to freedom of speech and expression and excising state's right to regulate content through sanctions.
  • E.g., redrafting Broadcasting Services (Regulation) Bill, 2024 (it was withdrawn due to lack of support).
• Enforce advertising regulations and promote clear disclosure practices.
  • E.g., In India, the Advertising Standards Council of India (ASCI) has called out influencers for not using clear disclaimers like #ad or #sponsored in promotional posts. 
• Encourage ethical content creation and transparency to rebuild public trust.
  • E.g., UNESCO's Media and Information Literacy (MIL) Program: UNESCO has launched initiatives to educate content creators and the public on critical thinking and media literacy.
  • E.g., India's Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 (See box)