The Double-Edged Sword of deepfakes in Journalism and User-Generated content
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Purpose: This paper examines the ethical, legal, and professional implications of deepfake technology within journalism, with a specific focus on Greek journalists’ attitudes toward the use of synthetic media and user-generated content (UGC). The study situates these issues within the framework of the EU Artificial Intelligence Act (AIA) and broader debates on journalistic integrity, transparency, and audience trust.
Design/Methodology/Approach: A qualitative research design was applied, involving 26 semi-structured interviews with Greek journalists from digital, print, television, and radio sectors. Using purposive sampling, participants familiar with AI tools were selected. Data were analyzed through thematic content analysis using NVivo14 to identify trends in journalists’ perceptions of deepfake applications, ethical dilemmas, and verification practices.
Findings: The findings reveal a pervasive skepticism among journalists toward using deepfake technologies in news production due to concerns over misinformation and loss of public trust. While most acknowledge the potential benefits of generative AI for enhancing newsroom efficiency, they express ethical unease about its application in content creation. Journalists emphasize the need for transparency, watermarking, and adherence to professional codes. Simultaneously, reliance on UGC is decreasing, as verifying synthetic media adds workload and uncertainty. Limited awareness of AI-based fact-checking tools and insufficient institutional training further exacerbate these challenges.
Practical Implications: The study highlights the urgency of integrating AI literacy, ethical training, and reliable verification technologies in journalism to preserve trust and accountability amid the rise of synthetic media.
Originality/Value: This study provides empirical insights into how deepfake technologies reshape journalistic ethics and public engagement in an era of algorithmic media.
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