Deepfake content in political communication

The phenomenon of DeepFake has rapidly expanded, primarily driven by advancements in artificial intelligence technologies. Motivated by the growing presence of deceptive audio-visual content in political communication, this study investigates the various forms, distribution mechanisms, and societal impacts of DeepFakes, with a focus on the Romanian context. The paper contributes by classifying DeepFake content into distinct categories, analyzing over 400 misleading media materials, and identifying the technological, communicational, and intentional premises that enable such fabrications. Key findings reveal the strategic use of DeepFakes in political manipulation, disinformation campaigns, and financial fraud, with serious consequences for public trust and information integrity. The study underscores the urgent need for targeted regulations, media literacy, and platform accountability to mitigate the adverse effects of synthetic media in democratic societies.