{"id":13762,"date":"2020-02-27T13:25:31","date_gmt":"2020-02-27T13:25:31","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=13762"},"modified":"2020-10-21T10:18:54","modified_gmt":"2020-10-21T10:18:54","slug":"deepfakes-or-satire-not-worth-risk","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/deepfakes-or-satire-not-worth-risk","title":{"rendered":"Deepfakes or satire? It\u2019s not worth the risk either way."},"content":{"rendered":"<h3><span style=\"font-weight: 400;\">Mike Bloomberg\u2019s 2020 presidential campaign posted a video clip of a recent Democratic candidate debate. It showed him saying that he was the only candidate on the stage to have started a business, and then the clip cut to each of his opponents seemingly lost for words as crickets chirped in the background.<\/span><\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Anyone? <a href=\"https:\/\/t.co\/xqhq5qFYVk\">pic.twitter.com\/xqhq5qFYVk<\/a><\/p>\n<p>&mdash; Mike Bloomberg (@MikeBloomberg) <a href=\"https:\/\/twitter.com\/MikeBloomberg\/status\/1230515129877434368?ref_src=twsrc%5Etfw\">February 20, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Of course, the video was edited from sections of the debate where the camera was catching the candidate\u2019s reactions while another candidate was talking. You could say that the video was satire, but according to <\/span><a href=\"https:\/\/www.theverge.com\/2020\/2\/20\/21146227\/facebook-twitter-bloomberg-debate-video-manipulated-deepfake\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Verge<\/span><\/a><span style=\"font-weight: 400;\">, the video would violate Twitter\u2019s policy on deepfakes (but not Facebook\u2019s).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twitter will refer to this video, and others like it,\u00a0 as <\/span><a href=\"https:\/\/blog.twitter.com\/en_us\/topics\/company\/2020\/new-approach-to-synthetic-and-manipulated-media.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">manipulated media<\/span><\/a><span style=\"font-weight: 400;\">, under rules that come into force on March 5th. The content will stay online, but be labelled as manipulated content. Facebook, told The Verge that the Bloomberg video wouldn\u2019t be labelled as misleading.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, the Bloomberg campaign\u2019s response was to say that the video was obviously \u201ctongue in cheek\u201d as there were no crickets on stage that night.<\/span><\/p>\n<h4><b>So is it an example of a malicious deepfake, or just typical political campaign satire?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The video was intended to make Bloomberg\u2019s opponents look like fools, or at the very least to look like they couldn\u2019t answer the question. Sure, the sound effects give the video a satirical edge, but it\u2019s still manipulated content. It takes real footage and places it out of context. Those who edited the video knew what they wanted to achieve by editing the video the way they did.<\/span><\/p>\n<h4><b>It\u2019s not a good idea to get involved in deepfakes. Ever.<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">As Blaise has already said in a blog post published last year, it\u2019s not a great idea for brands (or any organization) to <\/span><a href=\"https:\/\/thesocialelement.agency\/dealing-with-deepfakes-how-can-brands-fight-back\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">create deepfakes<\/span><\/a><span style=\"font-weight: 400;\">. Why? Because it can create doubt in the authenticity and sincerity of the brand\u2019s communication. You want people to trust what you say, not to second-guess it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you create manipulated content to make your competitor look weak or foolish, you achieve two three things:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Those who believe the fake have been manipulated into thinking a certain way. When they realise they\u2019ve been duped, they not only lose faith in the person or organization that fooled them, but they become more cynical to legitimate communication from other organizations. For example, in 2019, Gallup found that Americans\u2019 trust in the media was at an <\/span><a href=\"https:\/\/news.gallup.com\/poll\/267047\/americans-trust-mass-media-edges-down.aspx\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">all-time low<\/span><\/a><span style=\"font-weight: 400;\">. Logically, we know that while there are issues with clickbait and fake news, a lot of mainstream media can be trusted. However, the effect of the negative publicity around fake news and clickbait has dented people\u2019s trust in the media as a whole. Deepfakes would have the same effect on brand communication if it became normalised.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People who don\u2019t believe the fake lose respect for the brand, organization or person.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The brand\/organization\/individual looks weak. They\u2019ve shown that they have little faith in their own products or ideas. They\u2019ve resorted to tactics to try to undermine the competition instead. If they don\u2019t believe in themselves, why should anyone else?<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Brand, organization or high-profile individual, it doesn\u2019t matter, all should strive to gain the trust of those they want to work with. It\u2019s through clear, regular communication that this is achieved, not by mocking competitors or concocting deepfakes to make them (and, ultimately, those who view the deepfake) look foolish. We should be aiming for a higher level of communication and debate &#8211; no matter if we\u2019re communicating for a brand or a political campaign.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mike Bloomberg\u2019s 2020 presidential campaign posted a video clip of a recent Democratic candidate debate. It showed him saying that he was the only candidate on the stage to have started a business, and then the clip cut to each of his opponents seemingly lost for words as crickets chirped in the background. Anyone? pic.twitter.com\/xqhq5qFYVk&hellip;<\/p>\n","protected":false},"author":10,"featured_media":13764,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[16],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/02\/mannequin-2777963_1920.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"j3BN7nAVuq\"><a href=\"https:\/\/thesocialelement.agency\/deepfakes-or-satire-not-worth-risk\">Deepfakes or satire? 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