The Media Ethical Risks of AI-Generated Political Deepfake Videos: A Conceptual Analysis Using the 2024 Indian General Election as a Case Study

Author

Lusixu, Dr. Mohd Haizra Hashim

Abstract

 With the iterative updates of artificial intelligence technology, deepfake videos have become an ethical issue that cannot be ignored in the field of digital communication. With the help of artificial intelligence, facial features and voice effects can be manipulated, making false statements appear as if they are real events. In the field of political communication, such technologies may mislead the public, damage personal reputation, and weaken public trust in media information. During the 2024 Indian general election, there were cases involving fake videos featuring actors Aamir Khan and Ranveer Singh. Researchers used qualitative case analysis methods, combining authenticity criteria, information disorder framework, and the responsibilities of digital platforms, to explore the ethical risks posed by AI-enabled political content. The study will focus on the damage to information authenticity caused by such fake videos, as well as the improper appropriation of public figures' public image and political stance. The hidden dangers brought by deepfake technology are influenced by the characteristics of the technology itself and are closely related to the behavior of content creators, social media operators, and the general public.

Keywords

artificial intelligence, deepfake videos, information disorder, media ethics, political communication

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References

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