Abstract

This article explores the impact of deepfake technology on photojournalism, highlighting its role in undermining trust in visual media. As deepfakes allow for the creation of highly realistic manipulated content, they pose significant challenges regarding the authenticity of journalistic imagery and erode the authority of visual truthfulness. The widespread use of deepfakes has led to a decline in public confidence in the credibility of news, raising concerns about the future of photojournalism in an era of digital deception. As a solution to regaining viewers’ trust, this article suggests a twofold approach: First, it emphasizes the importance of media literacy in combating disinformation, particularly for younger audiences, fostering critical thinking skills; and promoting media awareness. Educating an informed public, equipped with the tools to identify and question manipulated content, is essential for maintaining trust in media. Second, the article proposes the establishment of elaborate ethical zero-fake tolerance standards to be adopted by professionals in photojournalism so as to enhance resilience against deepfake-driven disinformation, thereby safeguarding the integrity of journalism in the age of artificial intelligence.