How Do People Feel about Deepfake Videos of K-Pop Idols?

Abstract

Deepfake refers to the comprehensive process of creating hyper-realistic manipulated media content using deep learning and artificial intelligence(AI). Despite the practical value behind deepfake technology, significant attention is paid to how deepfakes are a tremendous threat to not only media figures but also the general public. The technology’s ability to generate duplicates of real faces and create new authentic images raises concerns over privacy, identity, and ethical issues. This study is designed to provide an explanation of deepfakes and the current misuses of deepfake technology. By specifically focusing on deepfake pornography of K-pop idols, the study aims to explore how people feel about fabricated content. The results of the study demonstrate that empathic concern, pornography exposure, and gender are crucial predictors that influence viewers’ emotions of anger and guilt toward K-pop idols’ deepfake pornography videos. Substantial gender differences are found in pornography usage, celebrity involvement, and attitude toward sexual harassment. As one of the early studies to empirically investigate people’s negative feelings about deepfake content, this study suggests the need for collaborative efforts from the society, industry, and content consumers to effectively resolve the deepfake pornography issue.