Deepfake Deception and the Need for Media Literacy in Pakistan

Abstract

Social media sites have given rise to a new shift when it comes to making and sharing content. It has assisted in bringing many voices into the mainstream. However, this shift has also brought various challenges, especially with the invention of deepfakes. These are AI-generated videos that make it almost impossible for users to distinguish between fact and fiction. The method used in this research is content analysis of existing literature between 2018 to 2024, which provides information on media manipulation and public perception. The paper explores deepfakes through the lens of the agenda-setting theory that, in the past, studied the role of the media in influencing public opinion, and evaluates its applicability in today’s world. Based on the findings of the study, deep fakes are a threat that influences public opinion and participates in the spread of false narratives that shape public agendas. It was only a matter of time before deep fakes became a means of spreading fake news in Pakistan as well. Given the fact that most of the population in the country is passive in its media consumption, this research addresses the need to improve the level of media literacy. This initiative will enable people to assess the legitimacy of what information they are consuming from the internet. The study recommends for improvement of literacy in media in a way that people in Pakistan should be able to critically evaluate the realities of media content.