Deepfake Videos on Social Media: Societal Impact in the Digital Age

Social media is the leading platform for communication and sharing in today’s digital world, and viral videos are among its commonest forms. While such videos connect and entertain large numbers of people, they have a downside too: fake viral videos are increasingly common on social media and are damaging the fabric of society. They can sway public opinion, shape perceptions and cause real-world consequences by playing on people’s emotions and polarising communities, and they challenge the trustworthiness of information available online. This paper explores the relationship between fake viral videos, their social impact and their credibility, using case studies and research to understand their implications. It examines how falsehood and misleading information propagate through social media, producing confusion and distrust in the media and institutions, and shows that fabricated and doctored videos can deceive people and have at times provoked violence in India. Disinformation is false information shared on purpose, whereas misinformation is false information shared without that intent. The lack of social media regulation allows misinformation to spread in ways that harm not only society but also democracy. The proliferation of deepfakes aggravates the problem. Disinformation campaigns are designed to make money or to instil fear. Devising ways to fight misinformation is difficult, though fact-checking and the promotion of critical thinking can help. As deepfakes blur the line between the true and the fake, evaluating media becomes essential. The paper explains what deepfakes are, how they work, the harm they can cause and the methods of mitigating them.