Izvorni znanstveni članak
https://doi.org/https://doi.org/10.47960/3029-3103.2025.11.63
ARTIFICIAL INTELLIGENCE AND MEDIA: MANIPULATION THROUGH PHOTOGRAPHY AND DEEPFAKE TECHNOLOGY
Ivana Sivrić
; Sveučilište u Mostaru, Filozofski fakultet
Ivana Grbavac
; Sveučilište u Mostaru, Filozofski fakultet
Darija Markić
Sažetak
The modern way of life, which includes the use of information and communica-
tion technologies in all segments and aspects of human activity, has influenced
shaping of today’s media space and the way in which recipients receive informa-
tion from different sources. Life in a modern mediatized society that is (over)
saturated with media messages and information is almost unimaginable without
having basic knowledge and skills about media and media technologies. Due to
a lack of concentration, a short attention span, and the amount of information
the recipient is exposed to, preference is given today to quick and concise infor-
mation and visual content, which is why photography and video have become a
powerful and widely used tools in conveying media messages. The development
of digital technologies, easily accessible tools for content editing, but also of va-
rious producers of public information, has greatly influenced the authenticity,
originality and truthfulness of photographs and videos. It is increasingly diffi-
cult for the end user to recognize the difference between a credible message and
manipulation in the internet and media space. This paper deals with the ways in
which certain media, media platforms and websites use artificial intelligence and
modern deepfake technology to convey (symbolic) meanings and messages, and
analyzes the competences of users in recognizing manipulative content with the
help of artificial intelligence.
In order to better interpret the above, a survey was conducted, and the goals of
the survey were to show the respondents’ perception of the use of artificial intelli-
gence to create manipulative photos and videos, and to analyze the ways in which
the respondents verify the credibility of the photos. The research also showed
how respondents perceive their own abilities and competences in recognizing
content created by artificial intelligence. The research was conducted using an on-
line questionnaire on a total sample of 100 respondents in Herzegovina-Neretva Canton (N= 100, 55% female, 45% male). The results of the analysis showed that
the initial research assumption was confirmed. Namely, the results of the research
showed that the majority of respondents believe that artificial intelligence is often
used for manipulative purposes and that they sometimes manage to recognize
photos generated by artificial intelligence, but also that they do not have the habit
of verifying the credibility of a photo using the tools intended for that. Most often,
they verify the credibility of the photo by looking for other sources, looking for
visible errors, or do not verify its credibility at all. The research was conducted
on a convenient sample of respondents, and an anonymous survey questionnaire
was designed and structured.
Ključne riječi
manipulation; media; artificial intelligence; photography; video recor- ding; deepfake technology.
Hrčak ID:
351367
URI
Datum izdavanja:
1.7.2025.
Posjeta: 0 *