Information distrust and journalistic strategies for countering fakes and deepfake content

Introduction. In the digital media environment, there is a steady increase in information distrust associated with the accelerated spread of fake news and synthetic deepfake content. Modern media generation technologies have radically complicated verification procedures and increased the skeptical perception of news reports by the audience. In the context of fragmentation of information flows and algorithmic content distribution, traditional journalistic control mechanisms are experiencing structural limitations, which require a rethink of professional strategies to counter disinformation.

Goal. To conduct an analytical study of the phenomenon of information distrust and systematize journalistic strategies for countering fakes and deepfake content, taking into account technological, institutional, and educational factors.

Materials and methods. The work uses materials from international research reports, statistical data from opinion polls, publications from specialized media organizations, and analytical reviews on disinformation and media trust. The methodological framework is based on comparative analysis, a critical review of the literature, the systematization of empirical data, and the interpretation of statistical indicators reflecting the dynamics of audience trust and the effectiveness of applied practices.

Results and discussion. A steady decrease in the level of trust in news sources has been established against the background of increasing audience awareness of manipulative technologies. It is shown that deepfake content enhances the effect of total doubt, in which even professionally prepared journalistic information falls under suspicion. The practices of fact-checking, automated detection of synthetic materials, and preventive audience awareness are analyzed; their functional limitations and potential when used together are revealed. The importance of inter-editorial cooperation and interaction with technological platforms to deter large-scale disinformation campaigns was noted.

Conclusion. The presented research demonstrates that countering information distrust requires a comprehensive combination of journalistic, technological, and educational measures. The system integration of fact- checking, verification tools, and media literacy programs helps to increase the stability of the information space and reduce the destructive impact of fakes and deepfake content. The findings expand the analytical understanding of the transformation of trust in digital media and are of practical value for editorial strategies and research developments in the field of communications.

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