Analysing Journalistic discourse on AI deepfakes and disinformation in Pakistan's political campaigns

This research examines how media professionals in Pakistan respond to the emergence of deepfake technology and its use in political and media contexts. Through in-depth interviews, the research explores perspectives on the proliferation of deepfakes, verification challenges, and societal impacts. The findings reveal that media professionals view deepfakes as widespread but lack adequate tools, training, and forensic support to debunk them, aided by the virality of social media. Despite these limitations, media professionals emphasise their responsibility to counter the negative effects of deepfakes on governance, elections, and public discourse. This article highlights the complex dynamics between deepfakes, political party tactics, and media manipulation in Pakistan. There is an urgent need for proactive adaptation, such as establishing forensic laboratories, enforcing deterrent measures, promoting media literacy, and raising awareness to mitigate risks. This current research presents empirical findings and solutions for dealing with the disruptive influence of deepfakes by highlighting the reaction of media professionals, especially in the light of the rapid development of deepfake technology.