DEEPFAKE DUALITY: Navigating the Tension Between Humanitarian Innovation and Political Manipulation

doi:10.36782/jcs.v15i1.2622

DEEPFAKE DUALITY: Navigating the Tension Between Humanitarian Innovation and Political Manipulation

Syaqrah Karara Azzen

Abstract

The rapid advancement of artificial intelligence in the last decade has catalyzed the emergence of synthetic media, particularly deepfakes, marking a significant paradigm shift in digital content production. This phenomenon introduces the "Deepfake Duality," presenting a complex tension between innovative opportunities for creative communication and profound ethical risks. While technical literature regarding deepfake detection is abundant, studies exploring its strategic and ethical implications within corporate and political communication contexts remain scarce . This study aims to address this gap by employing a qualitative multiple case study approach, integrating Qualitative Document Analysis (QDA) and Comparative Case Study (CCS). The analysis focuses on comparing two contrasting cases: the global philanthropic "Malaria Must Die" campaign featuring David Beckham and a local political campaign utilizing the digital resurrection of the late President Soeharto. The comparative analysis reveals a stark contrast in strategic effectiveness and public reception. The Beckham case represents the "bright side" of deepfakes, where the technology successfully transcends linguistic barriers and enhances emotional engagement through consensual, socially-driven intent . Conversely, the Soeharto case exposes the "dark side," where post-mortem manipulation for political legitimacy triggers significant public resistance, moral outrage regarding collective memory ethics, and the psychological Uncanny Valley phenomenon . The study concludes that technical transparency, such as AI content labeling, is insufficient to mitigate social risks. Stricter ethical governance and specific regulations regarding post-mortem digital rights are urgently needed to maintain public trust. Ultimately, the future of digital communication relies not on the realism of the technology, but on the moral integrity of communicators in navigating this duality.

DOI: http://dx.doi.org/10.36782/jcs.v15i1.2622

Keywords

Deepfake, digital transformation, corporate communication, phenomenology, ethics

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