Restoring Trust in Media: Understanding Deepfakes and War-Related Disinformation

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Disinformation does more than push one narrative over another. It sows doubt, eroding trust so thoroughly that many readers struggle to separate fact from fiction. A new empirical study on the war between Russia and Ukraine highlights that this problem is growing, with fake videos and manipulated content spreading faster than ever and reshaping how audiences perceive what they see online. The research notes a troubling rise in skepticism that makes ordinary images and clips feel suspect, creating an atmosphere where legitimate reporting may be dismissed as misleading. [Citation: PLOS ONE report]

This analysis, described as among the first to quantify the use of deceptive media in this conflict, centers on a range of misinformation and propaganda tactics. Researchers from the School of Applied Psychology at University College Cork in Ireland examined nearly 5,000 posts on X, the platform formerly known as Twitter, during the initial seven months of the war. The findings underscore how easily misrepresented content can gain traction and influence opinions in real time. [Citation: PLOS ONE report]

The principal consequence is the proliferation of deepfakes — artificial intelligence that can replicate a person’s face or voice with startling realism. Such technology weakens user trust to a degree where audiences question the veracity of any visual material related to the conflict. This erosion of confidence prompts some to doubt even credible reporting from major media outlets. [Citation: PLOS ONE report]

doubt everything

Among the messages analyzed, certain manipulations stood out. Notable examples included convincing fakes of prominent leaders and unexpected treaty announcements that never occurred. In other instances, AI-generated content enabled lawmakers and city officials in major European capitals to appear in fabricated scenarios. These incidents illustrate how digital deception can shape political perception and public discourse. [Citation: PLOS ONE report]

The study notes that this marks a turning point where technology is used as a weapon in Eastern Europe, feeding conspiracy theories and complicating the information landscape. It also warns that many readers lack basic literacy about what a deepfake is, while responsible journalism and ongoing public awareness efforts can risk triggering distrust in legitimate videos if not handled carefully. [Citation: PLOS ONE report]

Journalism has a critical role in guiding audiences toward reality. Experts emphasize a three-front approach: advance verification research, develop robust tools for fact-checking, and educate the public about how misinformation is created and spread. This is how confidence in trustworthy media can be preserved amid pervasive manipulation. [Citation: PLOS ONE report]

The study appears in PLOS ONE, a peer-reviewed scientific journal published by the Public Library of Science in San Francisco. [Citation: PLOS ONE report]

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