Publication: Deepfakes or Synthetic Media? The Effect of Euphemisms for Labeling Technology on Risk and Benefit Perceptions
Deepfakes or Synthetic Media? The Effect of Euphemisms for Labeling Technology on Risk and Benefit Perceptions
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Rauchfleisch, A., Vogler, D., & De Seta, G. (2025). Deepfakes or Synthetic Media? The Effect of Euphemisms for Labeling Technology on Risk and Benefit Perceptions. Social Media + Society, 11(3), 12. https://doi.org/10.1177/20563051251350975
Abstract
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Abstract
The language used in public debates and in the news can influence how citizens perceive the risks and benefits of technology. While framing effects on technology perception are well understood, few studies have focused on the effects of specific terms used to describe technology. We analyze how the terms deepfake and synthetic media affect risk and benefit perceptions across application fields. Using Switzerland as a case, our manual content analysis ( n = 380 news articles) reveals a focus on risks in news coverage of deepfakes with
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2056-3051
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Rauchfleisch, A., Vogler, D., & De Seta, G. (2025). Deepfakes or Synthetic Media? The Effect of Euphemisms for Labeling Technology on Risk and Benefit Perceptions. Social Media + Society, 11(3), 12. https://doi.org/10.1177/20563051251350975
