The Dilemma of Communication Ethics of Deepfake Technology and Its Impact on Media Credibility

DOI

10.2991/978-2-38476-609-3_90How to use a DOI?

Keywords

Communication Ethics; Deepfake Technology; Media Credibility

Abstract

With the rapid development of artificial intelligence and the wide application of deep forgery technology, false audio and video content poses a severe challenge to the information dissemination order and media credibility. This paper discusses the dilemma of communication ethics caused by deep forgery technology and its impact on media credibility. It is found that deep forgery technology leads to systematic ethical anomie from three aspects: authenticity, fairness and value orientation, which seriously violates the basic norms of communication ethics by confusing facts, distorting public opinion and undermining cultural communication and social trust. At the same time, this technology impacts the core functions of media information review and agenda setting, dispels the audience’s cognitive trust and triggers trust transfer, exacerbates the chaos of industry traffic, and continuously weakens the social influence of the media. The research shows that people should make concerted efforts to deal with such risks from three aspects: technical testing, media self-discipline and supervision and rule of law. This paper provides theoretical reference and practical countermeasures for preventing false information and rebuilding media trust and has practical significance for maintaining healthy communication ecology.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yufei Zhang
PY  - 2026
DA  - 2026/09/04
TI  - The Dilemma of Communication Ethics of Deepfake Technology and Its Impact on Media Credibility
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 836
EP  - 843
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_90
DO  - 10.2991/978-2-38476-609-3_90
ID  - Zhang2026
ER  -