DEEPFAKE IN THE COMMUNICATIVE SPACE OF INTERNET CULTURE: FEATURES OF APPLICATION

The aim of this work is to conduct a cultural research study on the specifics of deepfake technology use in the context of the transformations of 21st-century Internet culture. This paper analyses the features of deepfake application in culture and new media, which is increasingly utilised as one of the tools of artificial intelligence in cultural practices and creative industries (films, music, visual arts) and socio-communicative networks, modelling new forms of creative self-expression while simultaneously producing ethical, legal, and socio-cultural challenges. The article addresses the issues of authenticity of cultural products and the responsibility for manipulative use of deepfakes, which can lead to disinformation and cyberbullying. This paper seeks to focus on gender aspects, considering the use of deepfake technologies for creating fake videos that exploit the images of women. The work analyses both the tools for creating deepfakes and their recognition, justifying the necessity of transparent use of artificial intelligence technologies in the digital cultural space alongside the appropriate legislative regulation. Thus, the study of current trends in Internet culture and the specifics of deepfake use as an artificial intelligence tool in cultural practices, creative industries, and new media highlights both creative opportunities and potential threats, allowing for a deeper understanding of the various aspects of the transformation of communicative models in contemporary culture of the Internet and technologies.