Social media has changed the ways through which people interact and share content and information in society today. However, in the last few years, deep fake technology has emerged and presented both threats and opportunities for social media platforms.
Deepfakes are fake images or videos that look realistic. As the summer holiday rolls, the use of deepfakes especially among the young generation increases and mostly not with good intentions. You will find a person in an image, or a video is replaced with someone else’s face to misinform others. This technology employs both AI and machine learning to produce what looks and sounds like real-life videos and audio, but they are clearly fake.
So, let’s understand how deep fakes are reshaping social media, what threats and opportunities it brings, and what can be done about it.
How Deepfakes Are Created
Deepfakes are produced using AI technologies, particularly deep learning methods for mimicking facial movements, expressions, and vocal imitations. The process involves capturing a lot of video and audio material of the person who is to be impersonated.
The next process involves feeding this collected data into a neural network so that the AI replicates the person’s facial and vocal expressions. Subsequently, with the assistance of the AI that has been trained earlier to create the fake video or audio, the person’s identity is inserted into the new context.
Effects of Deepfakes on Social Media
The positive side of deep fakes is that they can be used for entertainment and creativity. Many entertaining and hilarious deep fake videos are available on social media and other digital platforms. Hence, filmmakers and content creators can benefit from deep fake technology to tell the story more compellingly, produce thematically significant special effects, and add historical characters to the content.
On the darker side, deep fakes are a serious threat to some sections of the community, political stability, and people’s confidence. Such videos are likely to be used to produce fake speeches or actions of political leaders, thus promoting the spread of falsehood. Their believability enables one to bluff easily and creates an atmosphere of distrust of genuine sources of information.
Likewise, deepfakes can be used in cases of cyberbullying and harassment. Fake videos or images are widely used to spread compromising or embarrassing material about another person, which can damage their reputation and their relationships with others as well as cause emotional stress. This kind of abuse is especially dangerous for communities, such as children or celebrities.
Buying Followers Vs Creating Deepfakes
Buying social media followings for Twitter, Instagram, Facebook, and others is a process whereby people hire third-party firms to create profiles and follow them on social media platforms to make them look more popular than they really are.
For instance, if you want to promote your Instagram page for personal or business growth, you can easily buy Instagram followers from reliable sites to artificially increase the appearance of authority of your social media account to your followers. When users observe a high follower count, they may feel compelled to trust the content or view the Account as experts in their respective fields.
Hence, buying followers is a mainly cosmetic technique intended to increase the number of followers without the need to deceive viewers with fake content. Unlike using deep fakes, buying followers represents the creation of believable but not original content with the purpose of coaxing or persuading the audience.
How Social Media Platforms Are Responding
To prevent people from falling victim to deepfakes and becoming their victims, the platforms are starting to focus on investing in detection tools to scan for any signs of the content having been engaged in some form of manipulation. For instance, it can detect motion that might appear awkward or irregularity observed in the light shadowing. Currently, social networks such as Facebook, Twitter, and YouTube are also building and implementing these detection algorithms to remove deepfake materials.
Social media companies are also changing their policies to address the issues that come with deep fakes. New guidelines are also present to make it against the rules to use deep fakes for things like scams or to bother people. Furthermore, the governments of different countries are discussing ways to legislate on deep fake content generation and dissemination as the proper concern for the safety of citizens and their rights.
Additionally, raising awareness of the public concerning the deepfakes, their types and the risks associated with them are paramount in mitigating their effects. Companies that own social networks are cooperating with schools and educational institutions to increase awareness and knowledge of deepfakes and how to report them. These initiatives of promoting literacy seek to facilitate users’ ability to analyze the media content they come across online.
Conclusion
Deepfake content generation and sharing, thus, pose significant ethical and legal concerns related to privacy and consent. Social media platforms therefore have to find ways of dealing with such issues in order to safeguard the end consumers. No matter the benefit of using deepfakes, the cultivation of a more genuine audience with a focus on generating meaningful and engaging content proves to be the most effective and honest way of creating an audience on social media.