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Perception and deception: Exploring individual responses to deepfakes across different modalities.

Saifuddin Ahmed1, Hui Wen Chua1

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This study reveals video deepfakes are perceived as more accurate and shared more often than audio or cheap fakes. High cognitive ability reduces belief and sharing of all deepfake modalities.

Keywords:
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Area of Science:

  • Digital Media Studies
  • Psychology of Misinformation
  • Human-Computer Interaction

Background:

  • Deepfakes represent a growing challenge in digital disinformation.
  • Understanding user perception and sharing behavior is crucial for combating fake news.
  • The impact of different modalities (video, audio, text) on deepfake believability is under-researched.

Purpose of the Study:

  • To investigate how different deepfake modalities (video, audio, cheap fakes) influence perceived accuracy and sharing intentions.
  • To examine the moderating role of cognitive ability in susceptibility to deepfakes.
  • To differentiate between single-modality and multi-modality effects on disinformation belief.

Main Methods:

  • Online survey experiment with US participants.
  • Random assignment to three disinformation conditions: video deepfakes, audio deepfakes, and cheap fakes.
  • Analysis of perceived claim accuracy and sharing intentions, with cognitive ability as a covariate.

Main Results:

  • Video deepfakes were perceived as more accurate than cheap fakes, but not audio deepfakes.
  • Participants showed higher sharing intentions for video deepfakes compared to audio and cheap fakes.
  • Individuals with higher cognitive ability demonstrated lower perceived accuracy and sharing intentions across all deepfake formats.

Conclusions:

  • Deepfakes are not a monolithic category; modality significantly impacts user perception and engagement.
  • The modality of disinformation (e.g., video vs. audio) is a critical factor in its believability and spread.
  • Cognitive ability acts as a protective factor against the persuasive influence of various deepfake types.