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Social Media's Take on Deepfakes: Ethical Concerns in the Public Discourse
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The rapid advancement of artificial intelligence has led to the emergence of deepfake, digital media that has been manipulated to replace a person's likeness with another. This technology has seen significant improvements, becoming easier to use and producing results increasingly difficult to distinguish from reality. This development has raised ethical discussions surrounding its deceiving nature. Furthermore, deepfakes have had a considerable impact and application on social media, enabling their spread. Despite this, the public discourse on social media, along with its societal and personal values associated with deepfakes, remains underexplored. This study addresses this gap by examining social media discourse and perception surrounding the prominent ethical concerns of deepfakes, and situating these concerns within the broader landscape of AI ethics. Through a qualitative method resembling netnography, 320 posts from Reddit and Youtube were thematically analyzed through a passive observation, along with their respective comment section. The findings reveal various concerns, surrounding misinformation and consent to deeper fears about deepfakes' role in fostering distrust, as well as more abstract apprehensions regarding the technology's abuse and harmful applications. These concerns further revealed how generalized established AI ethical principles might be interpreted in the deepfake context, also showing how and why these principles might be violated by this technology. Particularly it revealed terms how principles such as dignity, transparency, privacy and non-maleficence might be diverged in deepfake applications.

Place, publisher, year, edition, pages
2023. , p. 44
Keywords [en]
Artificial Intelligence, Deepfake, Ethics, Social Media, Public discourse, Netnography
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:uu:diva-523078OAI: oai:DiVA.org:uu-523078DiVA, id: diva2:1837417
Subject / course
Information Systems
Educational program
Bachelor programme in Information Systems
Supervisors
Examiners
Available from: 2024-02-14 Created: 2024-02-13 Last updated: 2024-02-14Bibliographically approved

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