1.2 Understanding How Media and Social Media Produce, Finance and Regulate Content

Being able to sort and evaluate the endless flow of information we meet on a daily basis is challenging. A general understanding about the difference between media in terms of working methods, models of financing, how content is created, and what laws and regulations apply is useful in the process of critically assessing media content. It is also an important prerequisite in being a mindful media user. There are some particularly important differences to be conscious about; one of them is the difference between editorial media and user-generated media.

Financing of the Media and Editorial Responsibility

In the Nordic region, public service media have a strong position, both in terms of audience and trust. Knowing about public service’s special conditions can be considered fundamental for the population's media literacy.

Following the model of financing there are conditions that vary between different media. Public service is mainly financed by tax revenues and has special requirements regarding its content. Commercial media are often financed partly by subscription revenues and partly by advertising revenues. A common denominator for editorial media, regardless of financing, is that they have a publisher or editor-in-chief who takes responsibility for the content published. Being aware of this as a user, in the process of evaluating and critically scrutinising media content, is important to be able to assess the quality of the information provided.

Public service and commercial media

Bearing in mind differences in the way the public service companies are organised in the Nordic countries, the public service mandate is generally quite well understood. Most adults in the Nordic countries also correctly believe that their nation’s public service company, largest daily newspaper, and largest commercial TV channel have an editor-in-chief responsible for content. The result from the Danish respondents below is shown as an example. The remaining four countries’ data can be found in appendix III.

Figure 1.2.1. Public service and commercial media in Denmark, 16+ years (percent)

Facebook

An interesting result is found among the 25–34-year-olds (all countries in the figure below) where about one of four in the age group believe that Facebook has an editor-in-chief. This false belief decreases with increasing age. Being aware of one’s own role in evaluating the content provided on social media is a central media literacy skill. It could however be discussed whether the result is based on a lack of understanding of the terms rather than a misconception of the conditions around which Facebook is built.

Figure 1.2.2. Awareness regarding whether Facebook have an editor-in-chief by age (percent)

Most people are aware that public service companies and channels are financed through taxes, and majorities throughout the Nordic countries indicate that the biggest commercial TV channels are mainly financed through advertising. Most respondents also say that Facebook is primarily funded by advertising, with similar perceptions across all Nordic countries.

Publicist Rules and Ethical Guidelines

There is an expectation among the public that the media and journalists should be ethical in their way of working and follow guidelines. However, knowledge about the (voluntary) rules and ethical guidelines that apply to media and journalists requires a relatively high degree of awareness and interest in the field.

The survey results show there is a strong overall awareness that the assumed rules and ethical guidelines require news to be accurate and factual and ensure media respect individuals' private lives. Almost half of the respondents also agree on that a person criticised in the media should be able to respond to the criticism, with awareness being slightly higher in Sweden and Norway compared to the other countries.

Many respondents also believe that the rules and guidelines demand journalistic impartiality. Although ‘letting both sides be heard’ is good journalistic practice, which could be interpreted as being impartial, the only media that are actually obligated to be impartial are public service media.

Figure 1.2.3. Awareness of publicist rules and ethical guidelines by country (percent)

Awareness of Platforms Terms of Use

Social media platforms have made it easier to share all kinds of content and changed the way many people consume media. The content generated and published by the users of the service are not subject to the same rules and guidelines as for editorial media. Although there are rules regarding which content is allowed, the social media platforms do not have responsibility in the same way as editorial media. On the other hand, a greater responsibility for what is published lies on the users themselves. Social media platforms encourage a self-regulatory system by providing an opportunity for users to report infringements.

According to the survey, a majority of adults in the Nordic countries are aware of the possibility to report posts that violate a social media platform’s term of use. Around one in three have taken the opportunity/have had reason to report. Almost one in three are not aware of the opportunity to do that, except in Finland where awareness is higher.

Figure 1.2.4. Awareness of the possibility to report content on social media by country (percent)

Younger age groups are generally more aware of the right to report posts on social media platforms. A clear majority, about eight of ten, among the respondents younger than 45 years are aware of the possibility, and almost half of the respondents have also reported a post. Three to four out of ten among the two oldest age groups were not aware of this possibility.

Figure 1.2.5. Awareness of the possibility to report content on social media by age (percent)

Key insights

Financing and accountability are broadly understood by the survey respondents. Majorities recognize that public service is tax-funded and that media forms such as commercial TV and Facebook are ad-funded. Most respondents also know that major national outlets have an editor-in-chief accountable for content.
Misconceptions regarding accountability are not uncommon, especially among young adults. About one in four aged 25–34 years believe Facebook has an editor-in-chief or a public service mandate. This misconception generally declines with age and is slightly lower in the younger age group (16–24 years).
Most respondents know that publicist ethical rules require factuality, a fair treatment of individuals and privacy protection. Based on this result, the inhabitants in the Nordic countries seem to have a general understanding of journalistic work ethics. This may affect how produced content is evaluated.
Respondents’ awareness of social media platform terms of use and the users' rights vary. A majority know they can report violating posts and about one in three have done so, but almost as many are unaware of this possibility. Both the awareness and prior experience of exercising these rights decrease with age.

1.2 Under­standing How Media and Social Media Produce, Finance and Regulate Content