Deepfakes and mass communication

Deepfake is a form of Artificial Intelligence which is used to develop convincing video, audio and images. Deepfakes transform an existing content into a new form by alteration of the content and it looks like an original content which can mislead the viewers.

In this era dominated by rapid technological advancements, the rise of deepfake technology poses significant challenges to the landscape of mass communication. Deepfakes have the potential to blur the lines between fiction and reality. Mass communication, reliant on trust and authenticity, faces a new threat as deepfakes can convincingly replicate the appearance and voice of public figures, making it challenging to distinguish between fiction and reality.

Deepfakes can lead to erosion of trust in the media. With the ability to manipulate the video and audio of political leaders, celebrities and the journalist, anyone can fabricate statements and events that never occurred. This challenges the foundation of journalism, where credibility and trust are paramount. As deepfakes become more sophisticated, the public may become doubtful of the information presented by media organizations.

Journalists face the dilemma of verifying the authenticity of content in an environment where even realistic footage can be manufactured. This raises questions about responsible reporting and the duty to ensure that information disseminated to the public is accurate and unbiased. Striking a balance between informing the public and preventing the spread of misinformation becomes the duty of the journalist which becomes difficult at times.

The use of deepfakes in political contexts adds another layer of complexity to mass communication. With the potential to manipulate political speeches or events, deepfakes can influence public opinion and even undermine the democratic process. As citizens will find it difficult to distinguish between the real and fabricated information,the decision-making process is threatened.

There is a growing need for technological tools to detect deepfakes as it is increasingly proliferating. Researchers are in the process of developing AI driven tools to identify deepfakes, but their effectiveness remains as a question.

In response to the threats of deepfakes, enhancing media literacy becomes a crucial defense. Informing the public regarding the existence of deepfake, its consequences and providing tools to evaluate the information can prevent misinformation to an extent. Media organizations, educational institutions and policymakers should work together to promote media literacy. The government should also make strict rules and regulations and give stringent punishment to the people who misuse technology.