THE ETHICAL IMAGE OF CONTENT CREATORS IN THE DIGITAL ERA: VIEW AND EXPECTATION OF MEDIA EXECUTIVE, HIRER, ACADEMICIAN, CONTENT CREATOR AND AUDIENCE
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Abstract
Introduction: Digital content creators' ethical image is a crucial factor reflecting their ability to produce quality content that meets the needs of their target audience. Objective: To investigate the perspectives and expectations of media executives, employers, academics, content creators, and the general audience regarding the ethical image of digital content creators. Method: This qualitative study was conducted with 36 key informants using in-depth interviews and content analysis from digital platforms. Data was analyzed using a thematic approach and triangulation. Results: This study revealed that perspectives and expectations toward the ethical image of digital content creators were more positive than negative. They are expected creators to be trustworthy, sincere, and provide fact-based information without promoting consumerism. Furthermore, they should be open to different opinions, plan substantive content, and adhere to professional ethics. Most key informants have high expectations, as the role of content creators significantly influences the audience's thoughts and values. However, those with moderate to low expectations found the causes to be business factors that prioritize audience engagement over content quality, a mismatch between the constructed image and reality, content with inappropriate language for children, and a focus on trending social stories without proper fact-checking. Conclusion: Content creators are therefore a vital mechanism for fostering an ethical consciousness in the communication process by producing quality content to drive and elevate a knowledgeable society for the public good.
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