DEEPFAKES VIDEOS

This study employs a qualitative content analysis methodology to investigate the analysis of deepfake videos on public perception and electoral outcomes during the Edo 2024 Gubernatorial election. Guided by the agenda Setting Theory, Technology determinism Theory, and Perception Theory; the research explores the characteristics, themes, sentiments, and engagement patterns of social media comments on deepfake videos related to the election. Data were collected from major social media platforms such as: Facebook etc. Focusing on videos circulating within Edo State’s digital space. The analysis revealed a high prevalence of politically motivated deepfakes, predominantly centered on Candidate’s integrity and electoral legitimacy, eliciting negative sentiments and skepticism amongst netizens. The findings underscore the potential of deepfakes to distort electoral realities and influence voters’ loyalty; especially amongst less technological aware populations. The study concludes that deepfakes pose significant threats to electoral integrity and democratic processes, necessitating media literacy campaign to enhance netizens’ ability to detect and critically evaluate manipulated content. It is recommended that stakeholders – including policymakers, media practitioners, and social media platforms should collaborate to develop effective strategies for deepfake detection, regulation, and public education to safeguard electoral integrity and promote informed citizen participation.