Fighting Deepfakes: Media and Internet Giants’ Converging and Diverging Strategies Against Hi-Tech Misinformation

Open Access Journal | ISSN: 2183-2439

Article | Open Access

Fighting Deepfakes: Media and Internet Giants’ Converging and Diverging Strategies Against Hi-Tech Misinformation


  • Ángel Vizoso Faculty of Communication Sciences, University of Santiago de Compostela, Spain
  • Martín Vaz-Álvarez Faculty of Communication Sciences, University of Santiago de Compostela, Spain
  • Xosé López-García Faculty of Communication Sciences, University of Santiago de Compostela, Spain


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Abstract:  Deepfakes, one of the most novel forms of misinformation, have become a real challenge in the communicative environment due to their spread through online news and social media spaces. Although fake news have existed for centuries, its circulation is now more harmful than ever before, thanks to the ease of its production and dissemination. At this juncture, technological development has led to the emergence of deepfakes, doctored videos, audios or photos that use artificial intelligence. Since its inception in 2017, the tools and algorithms that enable the modification of faces and sounds in audiovisual content have evolved to the point where there are mobile apps and web services that allow average users its manipulation. This research tries to show how three renowned media outlets—The Wall Street Journal, The Washington Post, and Reuters—and three of the biggest Internet-based companies—Google, Facebook, and Twitter—are dealing with the spread of this new form of fake news. Results show that identification of deepfakes is a common practice for both types of organizations. However, while the media is focused on training journalists for its detection, online platforms tended to fund research projects whose objective is to develop or improve media forensics tools.

Keywords:  deepfake; Facebook; fact-checking; fake news; information verification; Google; misinformation; social media; Twitter

Published:   3 March 2021


DOI: https://doi.org/10.17645/mac.v9i1.3494


© Ángel Vizoso, Martín Vaz-Álvarez, Xosé López-García. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.