The public mental representations of deepfake technology: An in-depth qualitative exploration through Quora text data analysis

The advent of deepfake technology has raised significant concerns regarding its impact on individuals’ cognitive processes and beliefs, considering the pervasive relationships between technology and human cognition. This study delves into the psychological literature surrounding deepfakes, focusing on people’s public representation of this emerging technology and highlighting prevailing themes, opinions, and emotions. Under the media framing, the theoretical framework is crucial in shaping individuals’ cognitive schemas regarding technology. A qualitative method has been applied to unveil patterns, correlations, and recurring themes of beliefs about the main topic, deepfake, discussed on the forum Quora. The final extracted text corpus consisted of 166 answers to 17 questions. Analysis results highlighted the 20 most prevalent critical lemmas, and deepfake was the main one. Moreover, co-occurrence analysis identified words frequently appearing with the lemma deepfake, including video, create, and artificial intelligence—finally, thematic analysis identified eight main themes within the deepfake corpus. Cognitive processes rely on critical thinking skills in detecting anomalies in fake videos or discerning between the negative and positive impacts of deepfakes from an ethical point of view. Moreover, people adapt their beliefs and mental schemas concerning the representation of technology. Future studies should explore the role of media literacy in helping individuals to identify deepfake content since people may not be familiar with the concept of deepfakes or may not fully understand the negative or positive implications. Increased awareness and understanding of technology can empower individuals to evaluate critically the media related to Artificial Intelligence.