Elections, Deepfakes, and Celebrities
The Entertainment in Contemporary Politics in India and United States of America
DOI:
https://doi.org/10.30962/e-comps.3209Keywords:
Communication, Elections, Deepfake, CelebritiesAbstract
This article aims to examine the use of celebrity images manipulated by artificial intelligence, especially deepfakes, in the 2024 electoral campaigns in India and the United States. The analysis draws on authors such as Luís Mauro Martino, Edgar Morin, Richard Grusin, and Ana Jorge, among others, articulating concepts such as political mediatization, radical mediation, pop culture, and disinformation in order to understand how entertainment and mass culture reconfigure political engagement and the ways in which public opinion is constructed in democratic contexts mediated by digital platforms.
Downloads
References
FRANÇA, L. C. M. Imagem e desinformação: do conceito de imago ao deep fake. Sapere Aude, Belo Horizonte, ed. especial, p. 370-384, nov. 2023. Disponível em: https://doi.org/10.5752/P.2177-6342.2023v1nesp1p370-384. Acesso em: 21 abr. 2025.
FREIRE, V. S. Ainda ao vivo: entretenimento, arte e a relevância da presença. 351 f. 2024. Tese (Doutorado em Desenvolvimento do Turismo) – Escola de Artes, Ciências e Humanidades, Universidade de São Paulo, São Paulo, 2024. Disponível em: https://doi.org/10.11606/T.100.2024.tde-12062024-203158. Acesso em: 21 abr. 2025.
GRUSIN, R. Radical Mediation. Critical Inquiry, Chicago, v. 42, n. 1, p. 124-148, 2015. Chicago: The University of Chicago Press. 2015. Disponível em: http://www.jstor.org/stable/10.1086/682998. Acesso em: 19 abr. 2025.
HJARVARD, S. Midiatização: uma nova perspectiva teórica. In: HJARVARD, S. A midiatização da cultura e da sociedade. Tradução de André de Godoy Vieira. São Leopoldo: Unisinos, 2014. p. 23-72.
JORGE, A. O que é que os famosos têm de especial? A cultura das celebridades e os jovens portugueses. Alfragide, Portugal: Texto Editores, 2014.
KALRA A.; VENGATTIL M.; PANDYA D. Deepfakes of Bollywood Stars Spark Worries of AI Meddling in India Election. Reuters, on-line, 22 abr. 2024. Disponível em: https://www.reuters.com/world/india/deepfakes-bollywood-stars-spark-worries-ai-meddling-india-election-2024-04-22/. Acesso em: 21 jul. 2024.
MARTINO, L. M. S. Três hipóteses sobre as relações entre mídia, entretenimento e política. Revista Brasileira de Ciência Política, Brasília, n. 6, p. 137-150. 2011. Disponível em: https://doi.org/10.1590/S0103-33522011000200006. Acesso em: 11 abr. 2025.
MENDONÇA, R. F., AGGIO, C. As metamorfoses da esfera pública ou a nova mudança estrutural. In: ENCONTRO ANUAL DA COMPÓS, 30., 2021, São Paulo. Anais eletrônicos... Campinas: Galoá, 2021. Disponível em: https://proceedings.science/compos/compos-2021/trabalhos/as-metamorfoses-da-esfera-publica-ou-a-nova-mudanca-estrutural?lang=pt-br. Acesso em: 30 mar. 2025.
MEYER, T. Media Democracy: How the Media Colonize Politics. Cambridge: Polity Press, 2002.
MODI VENCE NA Índia, mas perde apoio e passa a depender de parceiros de coalizão. G1 Mundo, 4 jun. 2024. Disponível em: https://g1.globo.com/mundo/noticia/2024/06/04/modi-vence-eleicoes-na-india-mas-com-menos-cadeiras-do-que-esperado.ghtml. Acesso em: 20 jul. 2024.
MOGUL, R.; FAROOQUI, S.; SEHGAL, K. Data para maior eleição da história da humanidade é definida. CNN Brasil Internacional, on-line, 16 mar. 2024. Disponível em: https://www.cnnbrasil.com.br/internacional/data-para-maior-eleicao-da-historia-da-humanidade-e-definida/. Acesso em: 21 jul. 2024.
MORAVEC, P.; MINAS, R.; DENNIS, A. R. Fake News on Social Media: People Believe What They Want to Believe When it Makes No Sense at All. Kelley School Of Business Research, paper n. 18-87, nov. 2018. Disponível em: https://dx.doi.org/10.2139/ssrn.3269541. Acesso em: 15 out. 2024.
MORIN, E. O cinema ou o homem imaginário: ensaio de antropologia sociológica. Tradução de Luciano Loprete. São Paulo: É Realizações, 2014.
MORIN, E. Cultura de massas no século XX – O espírito do tempo: neurose e necrose. 11. ed. Tradução de Maura Ribeiro Sardinha e Agenor Soares Santos. Rio de Janeiro: Forense, 2018.
PARIS, B.; DONOVAN, J. Deepfakes and Cheap Fakes: The Manipulation of Audio and Visual Evidence. Thousand Oaks: Data & Society’s Media Manipulation Research Initiative, 2019. Disponível em: https://datasociety.net/wp-content/uploads/2019/09/DS_Deepfakes_Cheap_FakesFinal-1-1.pdf. Acesso em: 27 fev. 2025.
REGAN, H. Começa maior eleição da história da humanidade; votação durará semanas. CNN Brasil Internacional, on-line, 18 abr. 2024. Disponível em: https://www.cnnbrasil.com.br/internacional/comeca-maior-eleicao-da-historia-da-humanidade-votacao-durara-semanas/. Acesso em: 21 jul. 2024.
SPENCER, M. K. Deep Fake, a mais recente ameaça distópica. Outras Palavras, on-line, 30 maio 2019. Disponível em: https://outraspalavras.net/tecnologiaemdisputa/deep-fake-a-ultima-distopia/. Acesso em: 28 fev. 2025.
STREET, J. Politics And Popular Culture. Londres: Temple, 1997
VAN ZOONEN, L. Entertaining the Citizen. Londres: Bowman & Littlefield, 2005.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Claudio Knupp Rodrigues, Marcia Perencin Tondato
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The submission of originals to this journal implies the transfer, by the authors, of the printed and digital publication rights. The copyrights for the published articles belong to the author, with the rights of the journal over the first publication. The authors can only use the same results in other publications, clearly indicating this journal as the source of the original publication. Because we are an open-access journal, the free-of-charge,educational, scientific, and non-commercial use of the papers is allowed, as long as the source is cited.
Authorship
Any person who has effectively participated in the conception of the study, the development of the experimental part, the analysis and interpretation of data and the final wording, is considered as an author. By submitting an article for publication in E-Compós Journal, the author agrees with the following terms: 1. The author keeps the rights on the article, but its publication in the journal automatically implies the full and exclusive disposal of the copyright rights for the first edition, without payment. 2. The ideas and opinions expressed in the article are the sole responsibility of the author, not necessarily reflecting the views of the journal. 3. After the first publication, the author is authorized to take additional contracts, independent of the journal, for the dissemination of the paper by other means (e.g. when publishing in the institutional repository or as a book chapter), provided that the complete citation of the original publication. 4. The author of a published article is allowed and is stimulated to distribute his work online, always with the proper citation of the first edition.
Conflicts of interest and research ethics
If the developed research or the publication of the article may raise doubts as to potential conflicts of interest, the author should declare, in a final note, that no links to funding bodies have been omitted, as well as to commercial or political institutions. Similarly, the institution to which the author is bound should be mentioned, as well as others that may have collaborated in the execution of the study, evidencing that there are no conflicts of interest with the result already presented. It is also necessary to inform that the interviews and experiences involving human beings have obeyed the established ethical procedures for scientific research. The names and addresses informed in this journal will be used exclusively for the services provided by this publication, not made available for other purposes or to third parties. The copyrights belong exclusively to the authors. The licensing rights used by the journal consist in the Creative Commons Attribution 4.0 (CC BY 4.0) license: sharing (copying and distribution of the material in any media or format) and adaptation (remix, transformation and creation of material from licensed content for any purposes, including commercial) are permitted.
