What Impact Is Deepfake Technology Having on Journalism in India?

Imagine a world in which leaders deliver speeches you never heard, celebrities say things they never said, and the news footage blurs the boundary between fact and manipulation. All of this is now possible because of deepfake technology, which shakes the very foundations of journalism in India.

How Does Deepfake Work?

Deepfakes employ artificial intelligence to make hyper-realistic films that flawlessly blend a person’s face or voice with another body. While the technology has the potential to revolutionize entertainment and satire, its impact on journalism is very much visible.

Synthetic Media and its Types

Why Deepfake Technology Can be Dangerous?

India, with its vibrant democracy and diverse media landscape, is particularly vulnerable. Deepfakes can be easily weaponized to spread misinformation, impacting everything from elections to social harmony.

• Political Tampering: Imagine a deepfake video surfacing days before an election, featuring a candidate making inflammatory remarks. This could sway public opinion and disrupt the democratic process.
• Eroding Trust: Deepfakes can undermine trust in trusted media sources. If viewers become unsure of what’s real, they might dismiss all news reports as fabricated, hindering the flow of accurate information.
• Fabricating Narratives: Deepfakes can be used to manipulate public opinion on sensitive issues, inflaming existing tensions and creating social unrest.

How to Tackle the Deepfake Technology Threat?

Despite the challenges, Indian journalists are not giving up without a fight. Here’s how they’re tackling the deepfake menace:

• Fact-Checking Mechanism: Media outlets are investing in robust fact-checking mechanisms. Collaborations with tech companies to develop deepfake detection tools are gaining traction.
• Media Literacy for the Masses: Educating the public on how to identify deepfakes is crucial. Workshops and campaigns are raising awareness about the telltale signs of manipulated content.
• Transparency and Source Verification: Journalists are doubling down on source verification and transparent reporting practices. This helps build trust with audiences and strengthens the credibility of news.

Navigating the Dynamics of Public Relations: Building Bridges in a Connected World

The battle against deepfakes requires a multi-pronged approach. Here’s what needs to happen:

• Legislative Framework: A legal framework to regulate the creation and dissemination of deepfakes is essential. Clear guidelines on penalties for misuse are necessary.
• Tech for Good: Techn companies have a crucial role to play. Investment in deepfake detection tools and promoting responsible use of AI are crucial steps.
• International Cooperation: Deepfakes are a global problem. Collaboration between governments, media houses, and tech giants across borders is vital to tackle this threat effectively.

In conclusion, Deepfakes offer a significant challenge to journalism in India, but they don’t have to all bad news. Indian journalisms can emerge stronger by adopting latest verification techniques, educating the public, and encouraging collaboration. The future of truth in journalism depends on their ability to navigate this complex digital landscape to separate facts from fabrications.

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From
Dr. Ashwani Kumar Juneja
Associate Professor
Dep. of Journalism & Mass Communication
Lingaya’s Vidyapeeth
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