Public Trust in Visual Evidence amid Deep fake Proliferation and Media Literacy

Abstract

The rapid growth of artificial intelligence has intensified public concern about the reliability of visual evidence, particularly as deepfake technologies become increasingly accessible, realistic, and difficult to detect. This paper examines the relationship between deepfake awareness, media literacy, and public trust in visual evidence. The study highlights how individuals’ ability to recognize manipulated content influences their confidence in images and videos circulated through news media, social media platforms, and public communication channels. The results indicate that higher levels of media literacy are associated with stronger deepfake detection confidence and more cautious evaluation of visual information. However, the findings also show that increased awareness of deepfakes can create a paradoxical effect: while it improves skepticism toward misleading content, it may also reduce trust in authentic visual evidence. The study further identifies differences across demographic groups, digital media habits, and regional contexts, showing that younger and digitally active participants generally demonstrate higher awareness but are not always more accurate in judging authenticity. Overall, the paper argues that deepfake awareness must be supported by structured media literacy education, transparent verification practices, and platform-level accountability. Strengthening public resilience against synthetic media is essential for protecting democratic communication, journalistic credibility, legal evidence, and social trust in the digital age.