Abstract
This research analyses the impact of deepfakes, i.e. fake videos generated by artificial intelligence, on trust in Instagram in Concepción, Chile. In addition to analysing deepfakes, focus groups and questionnaires were conducted with over 100 people. Notably, 85.2% of participants reported having seen at least one deepfake video on Instagram. When they identify one, more than half of them laugh. 57.6% admitted to doubting its authenticity, and 81.4% indicated that deepfakes affect their trust in Instagram.
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CITATION STYLE
Fuente-Alba Cariola, F., & Torres Aravena, C. (2025). MISINFORMATION DISGUISED AS HUMOUR: Deepfakes’ Impact on Instagram Trust. VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura, 17(4), 143–154. https://doi.org/10.62161/revvisual.v17.5864
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