Media Manipulation: How Deepfakes Are Altering Our Perception

The internet was once a place of truth and connection. It was supposed to be a world where ideas and information could be freely shared. Social media was created for communication and connection from far away, allowing us to build online communities. Social media has become an inseparable part of most people’s daily lives. However, we must realize that with the rise of deepfakes, social media has become a place where truth and misconceptions blend.

So, what are Deepfakes? Videos, pictures, or sounds made using artificial intelligence (AI). The shocking reality of our digital age is clear in a study, which reveals nearly 64% of Americans struggle to differentiate between authentic and fabricated media [1]. As synthetic content improves and spreads faster on social media, it becomes harder to discern what’s authentic online. This is not a cool trick of technology but a rather serious problem for everyone.

As a society, we begin questioning the content in the media. For example, during the recent Israel-Hamas conflict, viral fabricated content of events that never occurred went viral on platforms like X (Once Twitter) and Instagram, creating an environment of total doubt where even genuine footage gets dismissed as “probably fake.” We must keep in mind that deepfakes push specific viewpoints, altering one side to look more violent or the other side more victimized. When these spread quickly on social media, they can trigger strong emotions and widen divides between groups. Additionally, this technology creates a “trust gap” in news reporting. People tend to trust only the content that aligns with their views on the conflict, making it very hard to have productive discussions about peace efforts. “Deepfakes can be used to manipulate emotions and perceptions by altering the expressions and behaviors of individuals in videos, potentially causing harm or distress to viewers” [2]

In 2024, U.S. politics and deepfakes have become a serious concern, especially during the recent elections, by influencing the public’s thoughts in alarming ways. Fabricated videos, audio, and images of political figures like President Biden and President-elect Trump were used to spread false information and confuse the public[3]. For instance, a fake video falsely claiming Biden sent troops to Texas went viral before being debunked, and fake politician voices were used in robocalls to sow confusion among voters. Fake content spreads quickly on social media, harming society by damaging reputations and weakening trust in leaders and governments, making it harder to believe what we see or hear. Manipulated footage erodes trust in politicians, spreads false information, and further divides voters. Having honest conversations or working together as a community without trust is challenging. As AI-generated content advances, our democracy is at risk.

Deepfake technology’s risks became clear to me when a realistic video of famous model Bella Hadid, known for being pro-Palestine, appeared in my social media feed, showing Bella Hadid apologizing for past remarks and claiming to stand with Israel after the October 7 Hamas attack. At first, I believed it was real and even discussed it with friends, but later, I found out it was fake, sparking a chain of disinformation. The apology clip of Hadid was manipulated from a speech she gave in 2016. This experience made me realize how easily we can be by such convincing technology and highlighted the importance of verifying the information we encounter online.

The people most hurt are the ones with the fewest resources to fight back. Big companies, on the other hand, are rarely held responsible. Social media tech companies like Facebook and Google have a lot of power. They control what we see using algorithms. The business model of “surveillance capitalism” [4] relies on collecting and analyzing our data to build detailed profiles of who we are, which are then used to predict our preferences and behaviors, enabling companies to target us with personalized advertisements and content. Unfortunately, these platforms prioritize capturing our attention over-delivering accurate or meaningful information, highlighting how their profit-driven focus has made the internet unsafe for everyone.

The rise of deepfakes in the media is a wake-up call; they can shape our perceptions on various topics, influencing and shifting our beliefs. So, what can we do? Social media platforms must improve by investing in tools to detect fake content. Governments also need to regulate these companies to protect users from being manipulated. Most importantly, in an age where seeing is no longer believing, as users, we must learn how to spot fake content and think critically about what we see online. If we do not act now, it will become even more challenging to tell the truth from lies in the future. The internet can still be a tool for good, but it is up to all of us to ensure that happens.

[1] Gaultney, I. B., Sherron, T., & Boden, C. (2022). Political polarization, misinformation, and media literacy. Journal of Media Literacy Education, 14(1), 59–81. https://doi.org/10.23860/JMLE-2022-14-1-5

[2] Shinde, P. S. (2024). Deepfakes and their impact on society. International Journal of Advanced Research in Computer Technology, 4(2). https://ijarsct.co.in/A15749.pdf#:~:text=Abstract%3A%20This%20research%20paper%20explores%20the%20rapidly%20evolving%2C%20concerns%2C%20legal%20implications%2C%20detection%20methods%2C%20and%20potential%20countermeasures.

[3] Islam, M. B. E., Haseeb, M., Batool, H., Ahtasham, N., & Muhammad, Z. (2024). AI threats to politics, elections, and democracy: A blockchain-based deepfake authenticity verification framework. Blockchains, 2(4), 458–481. https://doi.org/10.3390/blockchains2040020

[4] Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. PublicAffairs.