Deepfake case in digital media: a focus group study

Abstract

This article examines the phenomenon of deepfakes, which are rapidly spreading across social net-works. It focuses on their dynamics and functioning within the modern digital environment. The rel-evance of the topic lies in the significant changes in how information is produced, disseminated, and perceived. On social media, content is constantly transformed and sometimes distorted, which inevita-bly influences users and their perception of reality. 

Artificial intelligence-generated content is becoming increasingly important and plays a growing role in societal development. Today’s youth are highly engaged in social networks and digital media due to various factors, including communication needs and self-expression. Users are not only passive consum-ers of information but also active participants who interact with content, including deepfake-related materials. As a result, social platforms function not only as information sources but also as spaces for self-expression and personal branding.

The purpose of this study is to identify and analyze content created by individuals aged 17 to 22 using artificial intelligence technologies. A set of questions was developed to explore how young people recognize and perceive deepfakes. The focus group method was applied, alongside a review of relevant scientific literature and analysis of student responses.

Today, information processes are increasingly connected to artificial intelligence. While this ac-celerates content production and access to information, it also raises concerns regarding reliability and its impact on public awareness. Therefore, it is important not only to transmit information but also to understand its nature, context, and consequences within the media environment. It can be assumed that in the coming years, conscious soul + AI and AI + nature.

Thus, a new information ecosystem is emerging where human intelligence and artificial intelligence continuously interact. The study’s novelty lies in exploring disguised information in social networks and examining how it is perceived by the younger generation, particularly regarding cognitive and aesthetic attitudes.