Deepfakes and the Crisis of Trust: Public Perception of Media Authenticity in the Age of Synthetic Content

Abstract Deepfakes have emerged as a significant threat to the authenticity of digital media, posing a challenge to public trust in media content. This study aimed to assess the awareness and understanding of deepfake technology, its impact on public trust in digital journalism, the effectiveness of media literacy initiatives in combating deepfakes, and strategies for improving media literacy in Nigeria. Using a descriptive survey design, data were collected from 379 respondents in Ogun State through a structured questionnaire. The results indicated moderate awareness of deepfake technology, with a significant proportion of respondents expressing concern about its negative effects on trust in digital journalism. Additionally, current media literacy programmes were found to be inadequate in addressing the issue of deepfakes. The study concluded that enhancing media literacy and critical thinking skills is crucial for mitigating the influence of deepfakes. It is recommended that the Nigerian government, educational institutions, and media organizations collaborate to strengthen media literacy initiatives and public awareness campaigns, empowering individuals to critically evaluate digital media content and reduce the impact of synthetic media on public perception and trust.