More than half of the respondents in the Nordic countries use social media to stay updated about the news daily, three of four on a weekly basis. Four out of ten state to refrain from commenting on social media posts out of fear of being attacked, one in ten on a daily basis.
The first Nordic Media Literacy survey highlights the knowledge, behaviour and attitudes of the Nordic population in relation to both new topics as well as the more established. On the one hand, the survey identifies concerns about a future in the making, for example about effects of artificial intelligence or signs of news avoidance. On the other hand, the results also show the need to reinforce classic media literacy knowledge, such as e.g. awareness of editorial responsibility and financing models in the media landscape. These aspects have their origins from legacy media but remain relevant in today’s heterogeneous and digital media environment. Understanding the role of editors and economic incentives, for example, is crucial not only regarding TV or newspapers, but also for social media and streaming services.
Age matters greatly in studies of media use. An insight from the media literacy survey is that there is also a clear differentiation in attitudes, how different age groups relate to media. Young people are more active users of digital media and therefore tend to have better practical skills for navigating challenges online, but they also show gaps in their basic understanding of how media operate and are financed. In contrast, older generations are more knowledgeable about legacy media but less confident in using digital media, less aware of possibilities and exhibit less safety and privacy behaviours. This points to different media literacy needs and age adapted actions and interventions.
A key insight from the survey is that many young respondents (below 35 years of age) find it difficult to stay up to date with and process the news. About one in four respondents in the youth survey (9 to 15 years old) say that they avoid news altogether. This may relate more to information overload than to negative attitudes towards news sources or inability. However, the results raise concern. Difficulties in relation to news are therefore a challenge requiring further research to understand and targeted interventions to address.
Artificial intelligence is another area where differences between younger and older respondents play an apparent role in relation to media literacy. Experience using AI is clearly tied to age, as are attitudes. Younger respondents are not only far more likely to have used AI recently, but they also hold more positive views of AI’s potential contributions to media, information access and democracy, although opinions vary widely. Interestingly, in regard to the potential risks of AI, such as worries about influence on media content or the difficulties to discern what is genuine or false, both younger and older respondents expressed concerns. Accordingly, the public appears to hold cautious attitudes regardless of age and experience. Following the development in this field will be highly interesting.
The regulation of social media content is an area where the survey results indicate a need for multi-actor interventions. On the one hand, the survey results show there are clear gaps in the participants understanding of social media content regulation on behalf of one of the bigger platforms: In the age groups younger than 45 years, one in five believe that Facebook has an editor-in-chief who can be held responsible for the content. On the other hand, the results suggest that users also individualize regulation responsibility, and many consider it their own responsibility to comply with platform rules when posting content.
In regard to problematic content many younger respondents are aware of the possibility to report posts that violate platform rules, but few do so regularly. Among older respondents, only about a third are aware of this possibility. Rather than trusting platforms to manage problematic content, many respondents appear to rely on personal strategies of security and privacy actions to limit exposure to e.g. digital threats. A significant share also refrains from commenting on social media out of fear of being attacked, which constitutes a real and problematic limitation to democratic participation in online discourse.
Way Forward
In the youth survey (9- to 15-year-olds) many questions may have been challenging for the respondents; quite abstract, concerning topics and phenomena that for many are not foremost in mind on a daily basis. This was also noted in some questions in the adult survey. The daily media use or news consumption is often automated, casual, habitual. Relevant questions to ask when planning interventions could then be: Which aspects of media literacy can a 9–15-year-old, still attending school, be expected to know and apply? How can enhanced awareness be applied or integrated in the everyday media use?
Promoting media literacy requires contributions from many different actors, whose efforts need to be coordinated and efficient to counter the broad range of challenges ahead. The results of the Nordic Media Literacy Survey provide a shared knowledge base to help identify where teaching, campaigns and other interventions are most needed. They also highlight how different groups possess different strengths and weaknesses across domains, which allows media literacy efforts to be better targeted for more effective results. The survey offers valuable insights for diverse actors, such as:
The educational system, which must equip young people with up-to-date knowledge and skills for navigating the modern media world as well as future professionals in higher education (teachers, journalists, librarians)
This year was the first time the Nordic Media Literacy survey was conducted, it provides a broad snapshot of aspects of media literacy, by country and in different age groups. In the analysis, grading or judgments of the results will not be found. There is no ‘passed or failed’ level of media literacy, no ‘high or low’ grading. Instead, the survey results may guide media literacy actors in their efforts addressing various challenges such as how digital resilience can be strengthened, what skills and knowledge are needed to reenforce for users to navigate safely in a media landscape that is global, fast-moving, and increasingly fragmented.
The collected data offers more to delve into, taking other background factors into consideration such as media use, gender, or level of education. However, the foremost value of the survey will increase if it is repeated, creating a time series to follow developments. With this first Nordic Media Literacy Survey, a basis for continued work is now established.