Deadline: 3-Jun-25
The United Nations Educational, Scientific and Cultural Organization Regional Office for Eastern Africa under the Social Media for Peace Programme is requesting proposals from qualified organizations and institutions to assess the media and information literacy skills and ethical considerations of digital content creators in Kenya.
It will explore their knowledge of the international standards on freedom of expression, their skills to be resilient to harmful online content, contributions to the digital information ecosystem, and their relationship with traditional media.
This initiative is part of the ongoing efforts contributing to increasing the understanding of the media and information landscapes in Kenya and strengthening the resilience of key actors against harmful content, in particular disinformation and hate speech, while safeguarding freedom of expression and promoting access to information in Kenya.
Aims
- The research will specifically aim to:
- Understand the motivations of digital content creators in preparing their content and their choice of platforms for disseminating content.
- Identify content creators’ needs for training and interest in participation in the media and information literacy programmes or/and contributing to trustworthy information ecosystem.
- Assess digital content creators’ media and information literacy skills and content creation practices, especially in brand sponsorship and how they handle mis- and disinformation.
- Explore digital content creators’ knowledge of the international standards on freedom of expression, their skills to address harmful online content, their contributions to the digital information ecosystem, and their relationship with digital platforms and traditional media.
- Understand the risks and safety concerns of digital content creators, especially women, and those from marginalized or vulnerable communities.
Scope
- Under the authority of the Director of the UNESCO Regional Office for Eastern Africa and the supervision of the Regional Advisor for Communication and Information in Africa, the selected contractor will:
- Systematically and purposefully coordinate actions towards conducting the research activities in close cooperation with the National Coalition on Freedom of Expression and Content Moderation in Kenya (FeCoMo) and in consultation with UNESCO.
- Prepare an inception report with timeline and methodology for the research adapted to the Kenyan context.
- Produce 1 final report (maximum 15 pages, excluding annexes), presenting analysis, findings, and recommendations. The report should include in annexes all the relevant information such as interview lists, data collection methods, consent forms (if any):
- Mapping of the landscape of digital content creators and influencers based on the existing UNESCO global methodology (survey and in-depth interviews), adapted to Kenyan context.
- Map out the profiles of the digital content creators operating in the country (the share of micro-influencers, etc.).
- Examine the motivations of digital content creators in preparing their content and their choice of platforms for disseminating content.
- Identify content creators’ needs for training and interest in participation in the media and information literacy programmes or/and contributing to trustworthy information ecosystem.
- Assess digital content creators’ media and information literacy skills and content creation practices, especially in brand sponsorship and how they handle mis- and disinformation.
- Explore digital content creators’ knowledge of the international standards on freedom of expression, their skills to address harmful online content, their contributions to the digital information ecosystem, and their relationship with digital platforms and traditional media.
- Examine the risks and safety concerns of digital content creators, especially women, and those from marginalized or vulnerable communities.
- Explore the current trends and impacts in the use of Generative AI in content creation.
- Analyse the trends and impact of technology facilitated gender-based violence (TFGBV), particularly as experienced by female content creators and other at-risk groups.
- Map the existing landscape of professional associations and affiliations among content creators (e.g. advertising agencies, syndicates, influencers’ associations).
- Assess the level of interest among content creators in establishing or joining self-regulatory bodies, drawing from successful models in journalism, advertising, and content creation.
- Identify existing gaps and potential interest in the development and adoption of ethical standards, including codes of conduct, frameworks for responsible content creation, and mechanisms for exchanging best practices.
- Graphically lay out the report using InDesign with graphics and illustrations as needed.
- Develop two concise briefs/report (max 4 pages each) summarizing key findings and recommendations to be used for visibility and targeted advocacy efforts.
Eligibility Criteria
- Eligible applicants must be a legally registered entity, organization, or academic institution with proven expertise in one or more of the following areas: freedom of expression, platform governance, media development, peace building, media and information literacy, digital rights, among other related areas.
- It must also have expertise in for delivering related assignment as per above scope of work (ToR) and experience working with civil society groups, government institutions, media institutions, regulators, and international organizations in Kenya.
For more information, visit UNESCO.