IMPACT OF MEDIA LITERACY ON DEEPFAKE AWARENESS AND PER-CEPTION: AN ELM-BASED STUDY

Abstract

Deepfake technology has emerged as a significant threat in today's digital age, putting at risk faith in media, privacy, and the rules of society. However, limited empirical research has examined how media literacy shapes deepfake awareness and evaluation among young digital users in Pakistan. This study analyses the influence of media literacy on the awareness and understanding of deepfake technology among young people in Pakistan, specifically those aged 18–35. Using the Elaboration Likelihood Model (ELM) as a guide, the researcher collected data from 301 participants through an online survey, employing the snowball sampling method. The analysis employed several techniques to assess the reliability of the survey scales and descriptive statistics to gain demographic insights. Findings showed that while participants had a moderate grasp of media literacy and deepfake awareness, media literacy did correlate with a better understanding and awareness of the risks associated with deepfakes. Additionally, media literacy was significantly associated with a greater reliance on central route processing, where participants critically analyzed deepfake content, indicating more thoughtful engagement with media. Furthermore, future research should explore qualitative methods to gain a deeper understanding of users’ perceptions and behavior about deepfake media.