Free Knight Center course teaches journalists and content creators how to be trusted voices online

• By Camila Llorente
• October 24, 2024

Think about a major event this year – where did you turn for updates? If you’re like many, you likely didn’t rely solely on traditional news outlets. Instead, you may have turned to TikTokers, Instagram influencers, or YouTubers for real-time updates and personal insights. While newspapers, TV, and radio once dominated the news industry, today’s digital content creators reach millions. This shift is reshaping not only how we consume news, but also who influences the information landscape. As this new reality evolves, the demand for ethical, credible, and professional content has never been more critical.

To help you navigate this shift, the Knight Center for Journalism in the Americas, in collaboration with UNESCO, announced the launch of a free multilingual online course, “Digital Content Creators and Journalists: How to be a Trusted Voice Online,” running from Nov. 18 to Dec. 15, 2024, and available in English, Spanish, Portuguese, and French.

As more audiences, especially younger ones, turn to digital content creators for information, collaboration between journalists and creators is becoming increasingly important. While content creators excel at building authentic connections with their followers, they often lack formal training in verification and ethical reporting. Conversely, traditional journalists, known for their rigorous fact-checking, sometimes struggle to adapt to platforms where personal connection drives engagement. This course seeks to bridge these two worlds, equipping journalists and digital content creators with the skills to build audience trust, navigate the ethical responsibilities of shaping public opinion, and create compelling content during conflicts and crises, all while promoting media and information literacy.

The course will be led by Salla-Rosa Leinonen, a producer and writer for Finland’s public broadcaster Yle, specializing in social media storytelling to engage young and “hard-to-reach” audiences, and Enrique Anarte Lazo, a Spanish journalist and the leader of the Thomson Reuters Foundation’s award-winning TikTok channel Openly, focused on global LGBTQ+ news. Together, they will cover practical skills for navigating social media platforms, techniques for effective audience engagement, and ethical considerations for responsible content creation.

“Digital Content Creators and Journalists: How to be a Trusted Voice Online” is offered in English, French, Portuguese, and Spanish and will be supported by three assistant instructors. Vincent Manilève, a freelance journalist specializing in web culture and social media, will be the French course’s assistant instructor. Clara Becker, co-founder and executive director of Redes Cordiais, which focuses on disinformation, will be the assistant instructor for the Portuguese course. María Paulina Baena, a Colombian journalist, political scientist, and co-creator of La Pulla, with 1.38 million YouTube subscribers, will be the assistant instructor for the Spanish course.

The course will also feature video interviews with guest speakers, including U.S.-based journalist and content creator Sam Ellis of Search Party; ocean scientist, activist and storyteller Liz Sherr (@lizlivingblue); and Nada al-Nashif, United Nations’ Deputy High Commissioner for Human Rights.

The course material is organized into five modules:

• Introduction module, available upon registration, provides an overview of the course structure, introduces the instructors, and explains key concepts, like the definition of digital content creators and their role in the evolving information landscape. Participants will explore how new actors are influencing journalism and its methods. The module also includes case studies from around the world, showcasing digital content creators doing journalism and journalists venturing into content creation.
• Module 1 explores how digital content creators and journalists can collaborate to produce trustworthy information. Participants will learn about the ethical implications of monetization, including how to maintain transparency in advertising and partnerships. Practical techniques for creating credible content and building trust with audiences will also be covered.
• Module 2 emphasizes the significant role of content creators in disseminating news and shaping public opinion. Participants will discover how to promote media literacy among their audiences and empower them to critically evaluate information. They’ll also learn strategies for ensuring accountability and protecting user privacy in the digital space.
• Module 3 gives insights into the fundamental right to freedom of expression, including its significance and relevant laws. Participants will learn about their responsibilities as content creators and how to navigate the complexities of free speech while producing impactful content.
• Module 4 focuses on the critical importance of verified information during crises. Participants will learn to counter misinformation and communicate effectively on sensitive issues while exploring strategies for creating safe content. Participants will discuss partnerships with fact-checkers and traditional media to enhance the integrity of their work and ensure audience safety.

“Digital Content Creators and Journalists: How to be a Trusted Voice Online“ offers a flexible learning experience through a combination of video lectures, video interviews, readings, discussions, and quizzes. The asynchronous format allows participants to engage with the materials at their own pace, enabling them to complete activities and join discussions as their schedules permit. Upon successfully meeting the course requirements, participants will be eligible for a free certificate of completion, though no formal academic credit is awarded with the certificate.

For those who want to dive even deeper into this topic, we recommend downloading the Knight Center’s new free, open-access e-book,  “Content Creators and Journalists: Redefining News and Credibility in the Digital Age.” Edited by Dr. Summer Harlow, associate director of the Knight Center, and funded by UNESCO, this e-book compiles valuable insights from digital creators and journalists from around the world, showcasing interviews, research, and first-hand accounts of how influencers are reshaping the news media landscape. It features notable content creators like Dylan Page (aka News Daddy), Kassy Cho (founder of Almost), and Hugo Travers (aka HugoDecrypte).