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Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Komunikacija ir informacija / Communication and information (S008);Politikos mokslai / Political sciences (S002)
Author(s): Kalpokas, Ignas
Title: Problematising reality: the promises and perils of synthetic media
Is part of: SN social sciences Cham : Springer, 2021, Vol. 1, iss.1
Extent: p. 1-11
Date: 2021
Keywords: Synthetic media;Deepfakes;Virtual infuencers;Extended reality
Abstract: This commentary article focuses on the emergence of synthetic media—computergenerated content that is created by employing Artifcial Intelligence (AI) technologies. It discusses three of the most notable current forms of this emerging form of content: deepfakes, virtual infuencers, and augmented and virtual reality (collectively known as extended reality). Their key features are introduced, and the main challenges and opportunities associated with the technologies are analysed. In all cases, a crucial change is underway: reality (or, at least, the perception thereof) is seen as increasingly less stable, and potential for manipulation is on the rise. In fact, it transpires that personalisation of (perceived) reality is the likely outcome, with increasing societal fragmentation as a result. Mediatisation is used as a broad-ranging metatheory that explains the permeation by media of everyday afairs to explain the degree of impact that synthetic media have on the society. In this context, it is suggested that we search for new and alternative criteria for reality that would be capable of accounting for the changing nature of agency and impact in today’s world
Affiliation(s): LCC tarptautinis universitetas
Viešosios komunikacijos katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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