Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću

master's thesis

• Title (english): Public perception of deepfake technology in public relations
• Author: Bruna Zadro
• Mentor: Luka Šikić (mentor)
• Committee member: Dražen Maleš (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Luka Šikić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-07-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Deepfake tehnologija, koja omogućava izradu izrazito realističnih audiovizualnih manipulacija,
sve više postaje dio medijske realnosti. To je dovelo do potrebe za razotkrivanjem etičkih
izazova koja može implicirati, stoga se ovaj diplomski rad bavi istraživanjem percepcije
javnosti o uporabi deepfake tehnologije u odnosima s javnošću.
Cilj ovog rada je istražiti informiranost javnosti o deepfake tehnologiji, njezin utjecaj
na povjerenje u medijske sadržaje i percipiranu etičnost njene upotrebe. Za potrebe istraživanja
su prikupljeni podatci putem online ankete. Dobiveni rezultati otkrivaju umjeren stupanj
razumijevanja o deepfake tehnologiji među ispitanicima, ali i izraženu zabrinutost po pitanju
etike i mogućih rizika od širenja dezinformacija.
Rad pridonosi boljem razumijevanju i pripremi javnosti za izazove koje ovakva
tehnologija predstavlja, te isticanje važnosti kreiranja otpornosti društva na moguće zloupotrebe
u medijskom prostoru. Osim toga, istraživanje pruža važne uvide u trenutno stanje svijesti o
deepfake tehnologiji i sugerira pravce za razvijanje regulativa i edukativnih strategija
usmjerenih na ublažavanje njenih negativnih društvenih posljedica.

Abstract (english)

Deepfake technology, which enables the creation of highly realistic audiovisual manipulations,
is increasingly becoming part of media reality. This has led to the need to address the ethical
challenges it may pose, hence this thesis explores public perception of the use of deepfake
technology in public relations.
The aim of this work is to investigate public awareness of deepfake technology, its
impact on trust in media content, and the perceived ethics of its use. Data for the study were
collected through an online survey. The results reveal a moderate level of understanding of
deepfake technology among respondents, as well as significant concern regarding ethics and
potential risks of spreading disinformation.
This work contributes to a better understanding and preparation of the public for the
challenges that such technology presents, highlighting the importance of creating societal
resilience against potential abuses in the media space. Additionally, the research provides
important insights into the current state of awareness about deepfake technology and suggests
directions for developing regulations and educational strategies aimed at mitigating its negative
social consequences.

• Keywords: deepfake; odnosi s javnošću; percepcija javnosti.
• Keywords (english): deepfake; public relations; public perception
• Language: croatian
• URN:NBN: urn:nbn:hr:111:208232
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-07-23 08:26:57