Our Mission

At Noka, our mission is to ensure that information—especially scientific information—is delivered with accuracy, authenticity, and thoughtfulness. We believe in a world where people don’t just passively consume information but engage with it critically, asking questions and seeking deeper truths. But in an age of information overload, we are seeing a troubling trend: people increasingly accept what they see, hear, or read without reflection.

The spread of misinformation is creating a dangerous environment where skepticism fades, and the search for truth is dismissed.
In 2016, an analysis run by the Stanford History Education Group of over 7,800 students from middle school through college found that 82% of middle schoolers could not distinguish between “sponsored content” and real news stories on a website.
The American Psychological Association “The Crisis of Distrust” Study in 2019 found that 62% of Americans feel that they are overwhelmed by the amount of misinformation given by news today, leading to “news fatigue” where people stop seeking out new information. In 2020, the Gallup & Knight Foundation Trust, Media, and Democracy Survey revealed that 73% of Americans believe misinformation on the internet is a major problem. At the same time, 50% of respondents said they have lost trust in media due to widespread misinformation, making it harder for people to remain skeptical and actively seek out truthful information. This is something we cannot ignore.

Bias is accepted as the norm, and inconvenient truths are avoided.
We are also deeply concerned about the growing disinterest in truth—how facts are often blurred by opinion, and how journalistic ethics are overlooked in favor of sensationalism. According to the research of the Reboot Foundation Critical Thinking Report in 2019, 59% of Americans struggle with evaluating the credibility of online sources and many rely on social media as a primary news source. The Edelman Trust Barometer Information Survey in 2021 found that 57% of people worldwide believe they cannot distinguish good journalism from rumors or falsehoods. And a MIT Media Lab study in 2018 analyzed 126,000 stories tweeted by 3 million people over 10 years. It found that false news stories were 70% more likely to be retweeted than true stories.

We fear that our society is at risk of losing its ability to distinguish between what is real and what is fabricated. This is not just a problem of today but a challenge that will affect generations to come. And in particular, we see this issue playing out in the realm of science. Science is rooted in facts, evidence, and unbiased inquiry. It belongs to no one and should be shared with everyone, but only in its truest form. The way science is communicated to the public must be held to the highest standards of accuracy and clarity.

This is why Noka joins forces with media creators, journalists, artists, and producers to bring authentic, well-researched, and unbiased science into the world of media. We are passionate about preserving the integrity of science and making sure it is communicated in ways that are engaging yet true to its core. We understand how delicate the art of science media is, and we take our role in this process seriously.

At Noka, we believe that when science is presented thoughtfully and accurately, it not only informs—it inspires. Our commitment is to keep minds alert, curious, and questioning, because that is the foundation of progress.