Deepfakes as a commercial and creative tool within strategic communication
(2020) SKDK11 20201Department of Strategic Communication
- Abstract
- It is a huge challenge for any strategic communicator to reach its audience as they are constantly overwhelmed with information. A current trend is to create so-called deepfakes, where a photo, audio, or video can be manipulated while making it feel authentic. Although it is an effective way to engage and entertain that has become increasingly popular, it has also received a lot of criticism as it is a possibly harmful thing that affects the trustworthiness of our institutions. With the increa- sing amount of smart objects and the move towards synthesized humans, there is a need to address how deepfake technology can be implemented ethically. This thesis, therefore, aims to create an understanding of deepfakes and how they can be used... (More)
- It is a huge challenge for any strategic communicator to reach its audience as they are constantly overwhelmed with information. A current trend is to create so-called deepfakes, where a photo, audio, or video can be manipulated while making it feel authentic. Although it is an effective way to engage and entertain that has become increasingly popular, it has also received a lot of criticism as it is a possibly harmful thing that affects the trustworthiness of our institutions. With the increa- sing amount of smart objects and the move towards synthesized humans, there is a need to address how deepfake technology can be implemented ethically. This thesis, therefore, aims to create an understanding of deepfakes and how they can be used ethically in a commercial and creative context. It focuses on a small number of cases where the deepfake technology has been applied to engage and entertain its audience. The thesis has a hermeneutic approach where the cases have been analyzed with the normative ethics of utilitarianism and Kantianism combined with Habermas Theory of communicative action and Roboethics, in order to create a greater understanding of how deepfake technology can be applied. The results show that a successful implementation of deepfakes requires not only an awareness of normative ethics but also of how the context affects the acceptance of the message. With these results in mind, we have created guidelines for how to implement deepfakes in a commercial and creative context within strategic communication. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9027427
- author
- Friis, Ebba LU and Dahlqvist, Samuel LU
- supervisor
- organization
- course
- SKDK11 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- deepfakes, synthesized humans, artificial intelligence, normative ethics, utilitarianism, Kantianism, the Theory of communicative action, roboethics
- language
- English
- id
- 9027427
- date added to LUP
- 2021-11-09 15:54:16
- date last changed
- 2021-11-09 15:54:16
@misc{9027427,
abstract = {{It is a huge challenge for any strategic communicator to reach its audience as they are constantly overwhelmed with information. A current trend is to create so-called deepfakes, where a photo, audio, or video can be manipulated while making it feel authentic. Although it is an effective way to engage and entertain that has become increasingly popular, it has also received a lot of criticism as it is a possibly harmful thing that affects the trustworthiness of our institutions. With the increa- sing amount of smart objects and the move towards synthesized humans, there is a need to address how deepfake technology can be implemented ethically. This thesis, therefore, aims to create an understanding of deepfakes and how they can be used ethically in a commercial and creative context. It focuses on a small number of cases where the deepfake technology has been applied to engage and entertain its audience. The thesis has a hermeneutic approach where the cases have been analyzed with the normative ethics of utilitarianism and Kantianism combined with Habermas Theory of communicative action and Roboethics, in order to create a greater understanding of how deepfake technology can be applied. The results show that a successful implementation of deepfakes requires not only an awareness of normative ethics but also of how the context affects the acceptance of the message. With these results in mind, we have created guidelines for how to implement deepfakes in a commercial and creative context within strategic communication.}},
author = {{Friis, Ebba and Dahlqvist, Samuel}},
language = {{eng}},
note = {{Student Paper}},
title = {{Deepfakes as a commercial and creative tool within strategic communication}},
year = {{2020}},
}