In the media we trust?
In a disrupted media environment, where it becomes increasingly difficult to navigate the information flood, media literacy skills have never been more critical. By certifying news organisations that comply with professional norms, the Journalism Trust Initiative aims to empower citizens by letting them make conscious decisions about which media they choose to consume – While enhancing their right to access trustworthy information.
The times, they are changing
Nowadays, people consume news in completely different ways – A trend that is even more true when it comes to younger generations.
Every year, the Digital News Report by the Reuters Institute highlights current trends within the media industry. In this year’s report, one of the key shifts identified is the fact many people, especially youths, get much of their information from social media, while prioritising short video formats, with a focus on influencers, and news creators.
A long story short: Legacy media have lost their monopoly – Because their audience do not perceive them as a legitimate authority anymore.
Access to reliable information is a human right – Not a privilege
In this context, media literacy skills are crucial to help the audiences navigate the information flood available to them. While this applies to all population groups, it is even more critical to equip young people with the competences, as they are particularly at risk considering their news consumption habits.
In a conference about the media in the face of war that took place in October 2024 at the Institut Français in Helsinki, Mikko Salo, the head of the fact-checking organisation Faktabaari, declared that “young people are frequently exposed to unreliable sources, particularly via social networks, or no sources at all in the case of generative AI”.
This recognition might explain why Finland adopted a media literacy policy as early as 2019, highlighting the fact that media education ought to be comprehensive, high-quality and systematic to cover all types of media – A unique example worldwide.
Indeed, in a world where distinguishing the true from the false is not a dystopia, but the actual reality journalists and citizens alike face on a daily basis, the struggle is real.
The media have a responsibility to empower citizens
In fact, according to the World Economic Forum (WEF), disinformation is even the biggest risk to our democracy in the short term. Recent examples of foreign interference during election campaigns are proof – if proof was needed – that disinformation is already having serious consequences.
Due to its history and geography, Finland knows this better than any other country. It knows that resisting information warfare is not just a matter of national interest – But a matter of survival.
At Reporters Without Borders, we believe that we all have a role to play in this collective effort – From policymakers to tech platforms and news outlets.
Ultimately, what is at stake is nothing less than our ability to foster democratic resilience. That’s why we’ve launched the Journalism Trust Initiative to create a more sustainable media ecosystem – A system where access to trustworthy information is seen as a basic human right.
The JTI can be a first step as part of this collective effort
Launched in 2018, this ISO type standard rewards ethical journalistic practices. So far, more than 1700 media outlets worldwide are already involved in the certification process, which follows a strict procedure: After filling out a self-assessment questionnaire and sharing a transparency report, an independent audit officially certifies the level of compliance with the standard.
The goal is to (re)build trust between citizens and the media by encouraging the media to be transparent – On the premise that they have nothing to hide.
In the long term, the ambition behind the JTI certification is nothing less than creating a countermark to the organic or fairtrade mark within the food industry: A benchmark that allows citizens to make conscious choices when it comes to their news diet by identifying trustworthy media.
In this global movement to make the news industry fit for the future, Finland and the Nordics have a lot to contribute with – Because common challenges call for joint action.
And when it comes to sustainability – It’s either innovate or die.
More about the Journalism Trust Initiative: Designed as an ISO standard, the Journalism Trust Initiative, initiated by Reporters without borders (RSF), is an international mechanism rewarding ethical journalistic practices.
By certifying compliance with professional norms, the Journalism Trust Initiative aims at creating structural solutions to the challenges the media industry currently faces.
So far, over 1,700 media in 85 countries are involved in the certification process.
Writer: Amélie Reichmuth, Nordics Representative JTI
Photo: Pixabay, https://pixabay.com/fi/photos/ihmiset-mies-lukeminen-sanomalehti-2566677/