UNESCO has released a new research report titled “Behind the Screens in South Africa: Challenges, Opportunities, and Needs of Digital Content Creators,” shedding light on the growing influence, practices and challenges of digital content creators within South Africa’s evolving information ecosystem.
Conducted by the Centre for Analytics and Behavioural Change (CABC) with the support of UNESCO’s Social Media 4 Peace” (SM4P) project, funded by the European Union, the study examines the motivations, Media and Information Literacy (MIL) competencies, ethical practices and challenges of digital content creators in South Africa. The research draws on a nationwide survey of 48 content creators and in-depth interviews with 11 creators.
The findings show that while mainstream news media remains an important source of information for South African content creators, creators are increasingly conducting their own research, drawing on personal experiences and consulting knowledgeable experts. This reflects the expanding role creators play in how information is produced, interpreted and shared with online audiences.
