Keyword : Deepfakes, Media Credibility, Broadcast media, Misinformation, Digital literacy, Nigeria, Media Dependency Theory
Author(s) : AMUNE Philip Asusheyi PhD And KANU Okechukwu Stanley
Abstract :
This study investigated the influence of deepfake technology on the believability of broadcast media online content among residents of Enugu Urban, Nigeria. Employing a descriptive survey research design, data were collected from 456 respondents across Enugu East, Enugu North, and Enugu South local government areas using structured questionnaires. The study was grounded in Media Dependency Theory and examined four key dimensions: awareness levels of deepfake technology, the impact of deepfakes on media credibility perceptions, demographic influences on susceptibility, and coping strategies employed by audiences. Findings revealed that 85.5% of respondents demonstrated awareness of deepfake technology, with social media serving as the primary source of information (76.4%). However, only 38.6% expressed confidence in their ability to identify deepfakes, indicating a significant awareness-competence gap. The study established a significant negative correlation (r = -0.482, p < 0.05) between deepfake awareness and perceived media credibility, with 79% of respondents reporting reduced trust in online broadcast media. Age emerged as a significant factor influencing susceptibility, with older respondents (56+ years) showing vulnerability scores 26% higher than younger cohorts (18-25 years). Educational attainment demonstrated a protective effect, with postgraduate degree holders showing 20% lower susceptibility compared to those with secondary education. Gender differences in susceptibility were statistically insignificant. Regarding verification practices, source credibility checking was the most commonly employed strategy (58.8%), while formal fact-checking resources remained underutilized (18.9% frequent use). Rather than abandoning online media consumption, 62.7% of respondents reported maintaining engagement while exercising heightened skepticism. The study concludes that deepfake technology has precipitated a credibility crisis for broadcast media content in urban Nigeria, cultivating generalized skepticism that threatens democratic discourse and civic engagement. Recommendations include implementing content authentication systems, integrating comprehensive media literacy education, establishing regulatory frameworks, and developing accessible fact-checking infrastructure.
INVESTIGATING THE IMPACT OF FAKE NEWS ON PUBLIC PERCEPTION AND TRUST IN NEWS MEDIA IN NIGERA
OGHAYAN Ofiekhagbor Peter, WILFRED Oritsesan Olley (Ph.D) AKPOR Ewomazino, Daniel (Ph.D),
EFFECTS OF SOCIAL MEDIA ON SOURCE CREDIBILITY OF MAINSTREAM JOURNALISM: A COMPARATIVE ANALYSIS
Dokpesi, A.N. Olley, W. O. (Ph.D) and Akpor, E.D.
INFLUENCE OF DEEPFAKES ON THE AUDIENCE’S BELIEVABILITY OF BROADCAST MEDIA CONTENTS
AMUNE Philip Asusheyi PhD and KANU Okechukwu Stanley