THE 4TH INTERNATIONAL RESEARCH CONFERENCE FOR MASS COMMUNICATION: PROGRAM AND BOOK OF ABSTRACTS

Abstract

The rise of artificial intelligence (AI) has led to significant advancements in content generation especially in content creation for digital content generation [1]. This has also facilitated the creation and spread of deepfakes and misinformation [1]. These AI-driven challenges pose serious ethical concerns, undermining public trust and threatening the integrity of media content [1]. This paper explores the role of AI regulation and governance in addressing the ethical dilemmas posed by deepfakes and misinformation in mass communication. The research paper aims to examine the comprehensive strategies needed to mitigate the harmful effects of AI-generated content, focusing on the development of regulatory frameworks, ethical guidelines, and technological solutions. This may be achieved through the examination of existing governance models and practical strategies to ensure transparency, accountability, and fairness in AI applications within media. Therefore by addressing these critical issues, the paper aims to provide a roadmap for safeguarding the ethical delivery of information and maintaining the credibility of mass communication in an AIdriven world. This further helps pinpoint key areas to focus on in combating deepfakes through proper regulation and governance - through proposed enforced and unenforced approaches in applying the guidelines observed.