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Norms or fun? The influence of ethical concerns and perceived enjoyment on the regulation of deepfake information

Norms or fun? The influence of ethical concerns and perceived enjoyment on the regulation of... Deepfake information poses more ethical risks than traditional disinformation in terms of fraud, slander, rumors and other malicious uses. However, owing to its high entertainment value, deepfake information with ethical risks has become popular. This study aims to understand the role of ethics and entertainment in the acceptance and regulation of deepfake information.Design/methodology/approachMixed methods were used to qualitatively identify ethical concerns and quantitatively evaluate the influence of ethical concerns and perceived enjoyment on the ethical acceptability and social acceptance of deepfake information.FindingsThe authors confirmed that informed consent, privacy protection, traceability and non-deception had a significantly positive impact on ethical acceptability and indirectly influenced social acceptance, with privacy protection being the most sensitive. Perceived enjoyment impacts the social acceptance of deepfake information and significantly weakens the effect of ethical acceptability on social acceptance.Originality/valueThe ethical concerns affecting acceptance behavior identified in this study provide an entry point for the ethical regulation of deepfake information. The weakening effect of perceived enjoyment on ethics serves as a wake-up call for regulators to guard against pan-entertainment deepfake information. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Norms or fun? The influence of ethical concerns and perceived enjoyment on the regulation of deepfake information

Li, Minghui; Wan, Yan
Internet Research , Volume 33 (5): 24 – Nov 20, 2023
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References (83)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-07-2022-0561
Publisher site
See Article on Publisher Site

Abstract

Deepfake information poses more ethical risks than traditional disinformation in terms of fraud, slander, rumors and other malicious uses. However, owing to its high entertainment value, deepfake information with ethical risks has become popular. This study aims to understand the role of ethics and entertainment in the acceptance and regulation of deepfake information.Design/methodology/approachMixed methods were used to qualitatively identify ethical concerns and quantitatively evaluate the influence of ethical concerns and perceived enjoyment on the ethical acceptability and social acceptance of deepfake information.FindingsThe authors confirmed that informed consent, privacy protection, traceability and non-deception had a significantly positive impact on ethical acceptability and indirectly influenced social acceptance, with privacy protection being the most sensitive. Perceived enjoyment impacts the social acceptance of deepfake information and significantly weakens the effect of ethical acceptability on social acceptance.Originality/valueThe ethical concerns affecting acceptance behavior identified in this study provide an entry point for the ethical regulation of deepfake information. The weakening effect of perceived enjoyment on ethics serves as a wake-up call for regulators to guard against pan-entertainment deepfake information.

Journal

Internet Research – Emerald Publishing

Published: Nov 20, 2023

Keywords: Deepfake information; Ethical concerns; Perceived enjoyment; Ethical acceptability; Social acceptance

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