THE ETHICS OF DEEPFAKE TECHNOLOGY IN MEDIA: A REVIEW STUDY

Abstract

This study explores the ethical implications of the deep fake technology in media. Technological advancements have led to the rise of artificial intelligence (AI). With the development of AI, deep fake also reached heights offering advantages and harm in many ways. AI has emerged as a significant problem in the media. AI is used in making fabricated content which looks so realistic that cannot be identified easily. The methodology of this study is based on the review of the literature following the inclusive and exclusive criteria and guided by the PRISMA method. This research synthesizes findings from a total of 22 studies published between 2018 and 2024 were analysed. Deep Fakes are content that appears realistic and is difficult to distinguish from authentic media. These studies came from Google Scholar and Sci Space. The results showed that deepfake are being used to mislead people, harm reputations, and create fake news. There are also not enough laws or tools to stop the harmful use of this technology. This paper after the selected studies suggests that governments, media companies, and online platforms should work together to make stronger rules, teach people how to spot fake content, and create better ways to detect deep fake. The goal is to reduce the risks while still allowing the good uses of this technology.