Deepfakes are perceived as a powerful form of disinformation. Although many studies have focused on detecting deepfakes, few have measured their effects on political attitudes, and none have studied microtargeting techniques as an amplifier. We argue that microtargeting techniques can amplify the effects of deepfakes, by enabling malicious political actors to tailor deepfakes to susceptibilities of the receiver. In this study, we have constructed a political deepfake (video and audio), and study its effects on political attitudes in an online experiment ( N = 278). We find that attitudes toward the depicted politician are significantly lower after seeing the deepfake, but the attitudes toward the politician’s party remain similar to the control condition. When we zoom in on the microtargeted group, we see that both the attitudes toward the politician and the attitudes toward his party score significantly lower than the control condition, suggesting that microtargeting techniques can indeed amplify the effects of a deepfake, but for a much smaller subgroup than expected.

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News recommenders help users to find relevant online content and have the potential to fulfill a crucial role in a democratic society, directing the scarce attention of citizens towards the information that is most important to them. Simultaneously, recent concerns about so-called filter bubbles, misinformation and selective exposure are symptomatic of the disruptive potential of these digital news recommenders. Recommender systems can make or break filter bubbles, and as such can be instrumental in creating either a more closed or a more open internet. Current approaches to evaluating recommender systems are often focused on measuring an increase in user clicks and short-term engagement, rather than measuring the user's longer term interest in diverse and important information.This paper aims to bridge the gap between normative notions of diversity, rooted in democratic theory, and quantitative metrics necessary for evaluating the recommender system. We propose a set of metrics grounded in social science interpretations of diversity and suggest ways for practical implementations.

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