Page 11 - AC/E Digital Culture Annual Report

In the age of exploding “fake news” such trusted experts can save a lot of time, avoid unnecessary risks, while providing access to more ideas and viewpoints outside our typical horizons.As a matter of fact, content curators as “trusted guides” are gradually replacing appointed o - cials, big celebrities, TV hosts, brand experts and other in uencers who, for decades, have been advising mass media audiences on what to look at, read, watch, wear, eat and pay attention to.These traditionally beloved and highly trusted sources of in uence and advice have rapidly lost their appeal and their trustworthiness.Why?Because we have discovered that, often, they are not trustworthy.They advise, promote, suggest and report news and stories because they have a “personal” (often “economic”) interest in the matter at hand.Thus, albeit a bit late, we have come to realize that many institutional and commercial com- munications were and are still driven by speci c political or economic interests, by propaganda goals or by hidden agendas.Content curators as “trusted guides” are gradually replacing appointed o cials, big celebrities, TV hosts, brand experts and other in uencers who, for decades, have been advising mass media audiences on what to look at, read, watch, wear, eat and pay attention to.That’s how, as more and more people have realized that “brands”, “celebrities” and “institu- tions” were not honest and transparent about what they publicly said, these same people have started to turn to friends and to direct personal, trustable contacts for news, advice, and for keeping themselves updated.Trusted guides are immediately recognizableindividuals who have become known because of their ability to publicly and freely share insight- ful, competent and independent reviews, analy- sis, recommendations and advice while being upfront about their true interest, partnerships and ties.Source: Edelman Trust Barometer 2015Most of them are content curators. Sub- ject-matter experts who can act as competent guides in suggesting relevant resources, readings and authors to further explore the matter at hand.Content curators analyze, vet and check tons of potentially relevant information, content, resources and tools, looking for those rare pearls of wisdom that can be found only after a dedicated and sustained search e ort.Content curators showcase publicly these resources, often within dedicated channels, blogs, podcasts, news streams or into growing collections while adding additional context, reference information (authors, sources) and related resources (where to nd out and where to go to explore for more).Not just that.Curators' key added value is their personal assessment, viewpoint and insight into what they pick, select and showcase.AC/E DIGITAL CULTURE ANNUAL REPORT 201711Smart culture. Analysis of digital trends