Practices of Using Deepfake Technology in Modern Audiovisual Media: Ethical Restrictions

Abstract

The article presents the practices of using deepfake technology in modern audiovisual media (television, cinema, internet) by referring to the most resonant cases. Appealing to the conducted by the author results of semi-structured expert interviews (n = 15) with media communications analysts, case study and socio-cultural modeling methods, ethical restrictions of such audiovisual solutions are established. Theoretical and methodological basic research is based on focusing the concept of professional ethics of a journalist (D.S. Avraamov) and a critical approach to the ethics of artificial intelligence (B.C. Stahl, D. Schroeder, R. Rodrigues). Based on the results of the conducted research, the author's definition of the concept of ethical restrictions as objectified limitations arising from the contradiction of intensifying socio-cultural (including socio-technical) tendencies to moral principles is proposed at the theoretical level. At the empirical level, insufficient compliance with existing documents in the field of communications, media and journalism for regulating deepfake technology is recorded as a problem of media communications, manifesting itself as a kind of challenge, thereby determining the process of codification. In this regard, provisions containing recommendations for regulating the use of deepfake technology in audiovisual media are being proposed, which in turn could form thebasis for an updated regulatory document requiring development — the Code of Ethics for Modern Media Communications. It is emphasized that the substantive content of the Code of Ethics for Modern Media Communications should be the subject of broad, multi-layered discussion by the professional and expert community — representatives of the media industry and academia. Such a model will facilitate the harmonious development of professional culture and, consequently, media culture.