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master's thesis
Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2024. urn:nbn:hr:111:208232
Zadro, Bruna
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Zadro, B. (2024). Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:208232

Zadro, Bruna. "Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:208232

Zadro, Bruna. "Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2024. https://urn.nsk.hr/urn:nbn:hr:111:208232

Zadro, B. (2024). 'Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 04 August 2024, https://urn.nsk.hr/urn:nbn:hr:111:208232

Zadro B. Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2024 [cited 2024 August 04] Available at: https://urn.nsk.hr/urn:nbn:hr:111:208232

B. Zadro, "Percepcija javnosti o deepfake tehnologiji u odnosima s javnošću", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:111:208232

Metadata
TitlePercepcija javnosti o deepfake tehnologiji u odnosima s javnošću
Title (english)Public perception of deepfake technology in public relations
AuthorBruna Zadro
MentorLuka Šikić (mentor)
Committee memberDražen Maleš (predsjednik povjerenstva)
Committee memberDavor Trbušić (član povjerenstva)
Committee memberLuka Šikić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2024-07-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Deepfake tehnologija, koja omogućava izradu izrazito realističnih audiovizualnih manipulacija, sve više postaje dio medijske realnosti. To je dovelo do potrebe za razotkrivanjem etičkih izazova koja može implicirati, stoga se ovaj diplomski rad bavi istraživanjem percepcije javnosti o uporabi deepfake tehnologije u odnosima s javnošću. Cilj ovog rada je istražiti informiranost javnosti o deepfake tehnologiji, njezin utjecaj na povjerenje u medijske sadržaje i percipiranu etičnost njene upotrebe. Za potrebe istraživanja su prikupljeni podatci putem online ankete. Dobiveni rezultati otkrivaju umjeren stupanj razumijevanja o deepfake tehnologiji među ispitanicima, ali i izraženu zabrinutost po pitanju etike i mogućih rizika od širenja dezinformacija. Rad pridonosi boljem razumijevanju i pripremi javnosti za izazove koje ovakva tehnologija predstavlja, te isticanje važnosti kreiranja otpornosti društva na moguće zloupotrebe u medijskom prostoru. Osim toga, istraživanje pruža važne uvide u trenutno stanje svijesti o deepfake tehnologiji i sugerira pravce za razvijanje regulativa i edukativnih strategija usmjerenih na ublažavanje njenih negativnih društvenih posljedica.
Abstract (english)
Deepfake technology, which enables the creation of highly realistic audiovisual manipulations, is increasingly becoming part of media reality. This has led to the need to address the ethical challenges it may pose, hence this thesis explores public perception of the use of deepfake technology in public relations. The aim of this work is to investigate public awareness of deepfake technology, its impact on trust in media content, and the perceived ethics of its use. Data for the study were collected through an online survey. The results reveal a moderate level of understanding of deepfake technology among respondents, as well as significant concern regarding ethics and potential risks of spreading disinformation. This work contributes to a better understanding and preparation of the public for the challenges that such technology presents, highlighting the importance of creating societal resilience against potential abuses in the media space. Additionally, the research provides important insights into the current state of awareness about deepfake technology and suggests directions for developing regulations and educational strategies aimed at mitigating its negative social consequences.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:208232
Study programmeTitle: Communication Studies (Single Major, Science Stream)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-07-23 08:26:57