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Problematising reality: the promises and perils of synthetic media
#MMPMID34693299
Kalpokas I
SN Soc Sci
2021[]; 1
(1
): 1
PMID34693299
show ga
This commentary article focuses on the emergence of synthetic
media-computer-generated content that is created by employing Artificial
Intelligence (AI) technologies. It discusses three of the most notable current
forms of this emerging form of content: deepfakes, virtual influencers, 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
affairs 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.
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