Generative AI, Misinformation & Political Polarization: A Content Analysis of Deepfake Propaganda During 2024 US Presidential Election

• In Event: 40214 - Digital Sociology: Politics, Artificial Intelligence, and Online Community

Abstract

This study examines the role of AI/deepfake technology in increasing political polarization during the 2024 U.S. Presidential Election. Based on content analysis of deepfake images and user comments from the social media platform X (formerly known Twitter), the findings reveal how deepfake artifacts (images and videos) intensify political polarization by exploiting emotional biases and fuelling intense negative sentiments toward political figures. The major themes of emotional polarization, political satire, humor, and manipulative framing highlight how deepfake technology can influence public opinion and political process.

Authors

• Zeynep Arzu Kelani, Kennesaw State University

• Darina Elena Lepadatu, Kennesaw State University