Problems of consumer behavior transformation as a result of the negative impact of deepfakes technology on modern digital society
https://doi.org/10.35854/2219-6242-2023-2-185-196
Abstract
The relevance of the topic of the study stems from the fact that modern digital technology has a negative impact on consumer behaviour and makes it difficult to distinguish between real and fake media. The latter, in turn, are detrimental to society. One of the developments contributing to institutional media problems has been the emergence of deepfakes, which are hyper-realistic “fake content” videos that use artificial intelligence. Combined with the reach and speed of social media, persuasive deepfakes are reaching millions of people in a short period of time and have a negative impact on our society. The paper analyzes the technology of creating and using deepfakes, describes the results of its impact on consumer behaviour, identifies types of deepfakes and groups of producers, and identifies advantages and threats of this technology.
About the Authors
I. A. Yumasheva
North-West Institute of Education Management RANEPA
Russian Federation
Russian Federation
Irina A. Yumasheva — PhD in Pedagogy, Associate Professor, Associate Professor at the Department of Journalism and Media Communications
57/43 Sredniy Ave. V. O., St. Petersburg 199178
T. S. Afanasyeva
St. Petersburg University of Management Technologies and Economics
Russian Federation
Russian Federation
Tatyana S. Afanasyeva — PhD in Economics, Associate Professor, Associate Professor at the Department of Economics and Management of Social and Economic Sciences
44A Lermontovskiy Ave., St. Petersburg 190103
G. D. Alemanova
Orenburg State Medical University
Russian Federation
Russian Federation
Galina D. Alemanova — Doctor of Medicine, Associate Professor, Associate Professor at the Department of Children’s Diseases
6 Sovetskaya st., Orenburg 460000
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Review
For citations:
Yumasheva I.A., Afanasyeva T.S., Alemanova G.D. Problems of consumer behavior transformation as a result of the negative impact of deepfakes technology on modern digital society. Sociology and Law. 2023;15(2):185-196. (In Russ.) https://doi.org/10.35854/2219-6242-2023-2-185-196
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