From Aristotle to AI: Exploring the Convergence of Deepfakes and Persuasion and their Societal Consequences.

From the foundational tenets of Aristotle’s rhetoric to the digital complexities of today’s AI-driven technologies, the path of persuasive communication involves a variety of tools and tactics. At the center of this technological evolution are ‘deepfakes,’ which are advanced AI-generated videos that are almost indistinguishable from real content. This study uses critical discourse analysis, to show how deepfakes not only exemplify Aristotle’s principles but amplify them in an indistinguishable way, raising concerns about the spread of misinformation, and distrust in the media and political discourse. By juxtaposing rhetoric and contemporary AI technology, this paper sheds light on this shade of persuasion, prompting reflections on its implications, and putting forward suggestions for this increasingly AI-infused communication space.