Motivations for (Not) Sharing Deepfakes on Social Media

This research applies Uses and Gratifications theory to examine individual motivations for sharing or not sharing deepfakes. After characterizing popular deepfakes in five genres (two examples each), 1035 US participants (42% female; Age: M = 42.8, SD = 14.1, Mdn = 41, Range = 18–93) watched one of the ten deepfakes and completed a questionnaire in Prolific. Results show that most participants would not share the deepfakes due to a lack of personal relevance. However, those who did intend to share them had hedonistic motivations, mostly enjoyment and the desire to share entertainment with others. The genre of these deepfakes also influenced motivations to share, with political deepfakes being a particularly specific case, and one where gender also had a greater impact. Women avoid sharing inaccurate information to a greater extent and men are more inclined to protect their image in social circles. Overall, this research highlights how audiences dynamically relate to deepfakes and offers insights into the psychological aspects of their relationships with this emerging media form. It also underscores the significance of the perceived entertainment value of deepfakes in their virality.