BY: Olasupo Abideen
In recent years, the digital landscape has evolved with unprecedented speed, bringing along both technological advancements and challenges. One such advancement is the rise of deepfakes and synthetic media, which have posed significant challenges to the practice of journalism across the world. In Nigeria, where the media already faces numerous hurdles, including the spread of misinformation, the emergence of deepfake technology has further complicated the ability of journalists to report accurate and verifiable information.
Deepfakes, which are artificial media generated by deep learning techniques, allow for the creation of realistic but false audio and video content. This technology enables users to manipulate video footage or audio recordings to make it appear as though someone said or did something they never actually did. While initially seen as a novelty, deepfakes have now become a major tool in the spread of disinformation, with significant implications for journalism.
The most troubling aspect of deepfakes in the Nigerian context is how they are used to exploit the country’s highly polarised political environment. Ahead of elections or during periods of heightened political tension, deepfake videos have been circulated online to discredit political opponents or stir public unrest. These doctored videos often go viral before fact-checkers can debunk them, leaving many Nigerians misled by false narratives.
For Nigerian journalists, the challenge of deepfakes goes beyond the spread of false information; it has called into question the very foundation of trust that underpins journalism. Traditionally, journalists have relied on video footage and audio recordings as some of the most credible forms of evidence when reporting news. However, with the advent of deepfakes, even these once-reliable sources can no longer be trusted at face value. Journalists must now adopt more stringent verification processes to ensure that the content they are reporting is genuine.
The rise of synthetic media in Nigeria has also exposed the limitations of traditional newsrooms, many of which lack the technological tools and expertise needed to identify deepfakes. Unlike their counterparts in more developed countries, many Nigerian news organisations do not have access to advanced AI-powered detection tools, leaving them vulnerable to falling for, and further spreading, manipulated content. In response, some Nigerian fact-checking platforms, such as FactCheckAfrica, Dubawa and Africa Check, have begun to integrate technology that can detect deepfakes. However, these efforts are still in their early stages and require greater investment to keep up with the increasing sophistication of synthetic media.
The rapid spread of deepfake technology in Nigeria has also placed additional responsibility on journalists to educate the public about the dangers of consuming and sharing unverified content. As deepfakes become more prevalent, many Nigerians are unaware of how easily videos can be manipulated, and they may not be equipped to spot such content when it appears in their social media feeds. Journalists now find themselves not only as purveyors of information but also as digital literacy educators, tasked with informing their audience about the threats posed by deepfakes and synthetic media.
Moreover, deepfakes are not only a tool of political manipulation. In Nigeria, they have been used to create false narratives about public figures, leading to reputational damage. Celebrity deepfakes have been employed to spread rumors or smear campaigns against influential figures, further blurring the lines between fact and fiction. This trend has further strained the efforts of journalists, who must work tirelessly to separate genuine stories from fabricated ones, while also protecting the integrity of their profession.
In the face of these challenges, some Nigerian journalists have turned to collaboration as a solution. Partnerships between news organisations, tech companies, and fact-checking platforms have emerged as a way to strengthen the media’s ability to identify and debunk deepfakes. For instance, by working with tech developers, some newsrooms are exploring the use of AI tools that can detect irregularities in video and audio files, helping journalists verify content before publishing. Such collaborations are essential in the fight against disinformation, as deepfake technology continues to evolve at a rapid pace.
Another approach has been for journalists to intensify on traditional investigative reporting methods. Rather than relying solely on digital evidence, Nigerian journalists are increasingly turning to interviews, on-the-ground reporting, and primary source verification to ensure the authenticity of their stories. This return to the fundamentals of journalism has become even more important in an era where digital content can be easily manipulated.
Ultimately, the rise of deepfakes and synthetic media presents both a challenge and an opportunity for Nigerian journalism. On the one hand, the technology has made it easier for malicious actors to spread false information, thereby eroding public trust in the media. On the other hand, it has forced journalists to innovate, adopt new tools, and improve their verification processes. As the battle against disinformation intensifies, Nigerian journalists must continue to adapt to ensure that they remain the gatekeepers of truth in a rapidly changing digital landscape.
To close out, deepfakes and synthetic media are reshaping the practice of journalism in Nigeria, demanding greater vigilance and collaboration among journalists, news organisations, and tech developers. While the technology poses significant risks, it also offers an opportunity for the Nigerian media to reaffirm its commitment to truth, accuracy, and accountability in the digital age.
