Rhetoric, AI, and Influencer Deepfakes

By Alina Maknojia, Christina Cui, Tyler Delarosa, and Hagan Thiem

Mark Zuckerberg Deepfake

The video is an Instagram post of a deepfaked video of Mark Zuckerberg, founder of Facebook and Meta. Zuckerberg is shown to be admitting to common criticisms that people have for Facebook, opening up with the line “one man, with total control over billions of peoples’ stolen data” (“Mark Zuckerberg Deepfake” [00:12]) and saying “whoever controls the data, controls the future” (“Mark Zuckerberg Deepfake” [00:23]). The video exists as part of a series of other deepfake videos of celebrities and influential figures as a larger online media art exhibition titled “Spectre”. The post was also originally made to test Facebook’s policies in regards to misinformation after “Facebook refused to remove a doctored video of House Speaker Nancy Pelosi last month” (Metz and O'Sullivan).

The exigence that led Bill Posters, the creator of the video, to post this video was directly fueled by Facebook’s initial refusal to take down a doctored video of Nancy Pelosi. The video was meant to point out Facebook’s hypocrisy in their policies against posts with false information. From Posters’ Instagram account, we see other deepfaked videos of celebrities saying or doing shocking things. This account seems to be posting these videos as part of the larger synthetic media project as a way to provide commentary on society’s influential figures, point out hypocritical errors in Facebook’s policies, but also shine light on how deepfake technology can be used as an art form to convey a message. The video shows how deepfake technology being manipulated on videos of influential people and celebrities can be used as a commentary/activism tactic, but can also be dangerous, since these videos are likely to gain more viewers and affect a larger audience, especially since many “deepfakes are used to obtain sensational content with the aim of discrediting people [and] misinforming and spreading untruths” (Suciu 26).

We can use rhetorical analysis to find out specifically what appeals are being focused on through the video. For example, because the video opens up with Zuckerberg seeming to admit to common criticisms of Facebook, the shock value definitely grabs the attention of a wide audience, whether that’s through Zuckerberg’s reputation as a known figure or the fear over data privacy and Facebook’s data collection.

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Annotations

00:00 - 00:18

Ethos is established through the use of Mark Zuckerberg’s identity. His reputation as a credible entrepreneur signals trustworthiness and intellectual prowess, causing viewers to want to stay and watch the rest of the video to see what he says. However, many people are divided on their opinion of Zuckerberg, which can affect whether or not they believed the video initially. Those who distrust and criticize Zuckerberg might believe in the video, using it to say “I knew it” instead of actually trusting in the credibility of the source. Others might be more wary, especially since it seems less credible or trustworthy that such an influential person like Zuckerberg would openly admit to Facebook’s criticisms.

Ethos

00:00 - 00:18

There was not really a blatant example of a logos appeal in the video. However, we can argue that the logos appeal worked through the video’s demonstration. The logic is that if this realistic video is fake, then other convincing videos online could also be fake. The audience draws this conclusion based on their personal experience of fleeting persuasion, even if they initially believed the shocking video to be true since Zuckerberg is such a prominent and influential figure. Posters also can appeal to audiences’ sense of logic because the video points out Facebook’s hypocrisy in regards to how they claim they take down false posts. This deepfake video is still up today on Instagram, illustrating flaws in Meta’s logic and claims of transparency.

Logos

00:00 - 00:08

The video appeals to the audiences’ emotional appeals especially in the beginning, where Zuckerberg seems to directly voice common concerns over Facebook’s extensive data collection and access. Many people are concerned with their data privacy and there seems to be growing distrust in large corporations, social media platforms, and institutions that collect your data and track you. By having Zuckerberg seem to directly address many common criticisms of Facebook, Posters is able to elicit emotional reactions in viewers and raise feelings of distrust, unease, and maybe even anger over their data privacy. Even the choice of deepfaking Zuckerberg is a pathos appeal itself, as people are quite divided on their opinion of him, especially since he is so powerful and has so much control over many things.

Pathos

00:00 - 00:18

The intended audience is the general public, especially social media users who consume online news quickly. Since the video was posted on Facebook and Instagram, the audience would definitely be Facebook and Instagram users. We infer that a more narrow audience would be people who are concerned about Meta and Facebook’s data collection policies, as that is the initial message Zuckerberg is communicating in the beginning of the deepfake video which could catch the attention of this certain audience. People who are displeased with Facebook’s policies over false posts or maybe even displeased with Zuckerberg in general are more likely to stay and watch the video, due to phenomena like confirmation bias.

Audience

00:00 - 00:08

The video is almost ironic as Zuckerberg is seen opening up with statements like saying “imagine one person who has control over all this data”, most likely referring to himself. The creator is clearly poking criticism at Zuckerberg and at Facebook’s data collection policies. The main message that Posters was trying to convey is to criticize large corporations’ data collection and data privacy issues, as well as to point out the hypocrisy in Facebook’s policies of transparency and claims against spreading false posts and misinformation after they refused to take down a doctored video of Nancy Pelosi. Posters’ message in the video is to criticize Facebook’s data collection policies and criticize Zuckerberg’s immense power over and access to peoples’ data.

Message

00:00 - 00:18

The communicator operates on two levels: the creator of the deepfake, Bill Posters, and the AI-generated representation of Mark Zuckerberg. By using a well-known entrepreneur’s likeness, Posters is able to reach quite a wide audience due to Zuckerberg’s fame and reputation. Additionally, having Zuckerberg say things like “whoever controls the data controls the future”, possibly referring to Meta’s extensive data collection, is more likely to elicit stronger reactions within the audience. Posters originally created the video in response to Facebook’s refusal to take down a doctored video of Nancy Pelosi. Posters also intended for the video to be a part of a larger digital media art exhibit, which is meant to provide commentary on society’s famous and influential figures and also on changing technology and how that affects us.

Communicator

00:00 - 00:18

The exigence of the video was directly caused when Facebook refused to initially take down a fake video of House Speaker Nancy Pelosi. The video points out Facebook’s hypocrisy when it comes to their policies regarding false posts and posts that spread misinformation, especially since the deepfake was not taken down. The exigence can also be seen as the growing threat of massive corporations like Meta/Facebook and how much power they have, especially over peoples’ data and privacy. Posters creates urgency in the video by having Zuckerberg seemingly criticize Facebook himself and directly point out concerns over data privacy. The video also creates a sense of urgency by suggesting that influential figures can be deepfaked so easily, emphasizing the importance of skepticism and media literacy.

Exigence

00:11 - 00:18

The video was made in response and as a way to protest Facebook’s seemingly hypocritical policies regarding misinformation and false posts when Facebook refused to initially take down a doctored video of House speaker Nancy Pelosi. The video appeared during a time where deepfakes were becoming more realistic, the political climate was becoming less stable, and more people were raising concerns over Facebook and Meta’s general data collection and data privacy boundaries. Additionally, the video was made as a part of a series of other deepfake videos of influencers, celebrities, and other famous figures as a digital media art exhibition called “Spectre”. The video was made by a digital media artist named Bill Posters.

Context

00:11 - 00:18

The original purpose of the video was made directly in response to Facebook refusing to take down a doctored video of Nancy Pelosi. The creator wanted to use the video as a protest message against Facebook’s policies by pointing out the hypocrisy in how they claim to take down posts that spread misinformation. The video is also a part of a larger digital media art exhibit in a series of other deepfaked videos of celebrities and influential figures. The purpose of the art exhibition could be to provide social commentary on these people of power and how society interacts with them. The video’s implicit purpose can be to illustrate the capabilities of AI technology and how it can be manipulated but also be used for art and activism purposes.

Purpose

Barack Obama Deepfake

The deepfake video featuring Obama showcases a digitally altered version of former President Barack Obama ("Fake Obama" [00:00:00 - 00:01:12]) as he delivers a public service announcement regarding the threats posed by deepfakes. The irony is striking, he warns viewers about deepfakes while being one himself. In the end, it’s revealed that advanced deepfake technology was used to create the video and creator “Jordan Peele transferred his own facial movements to Obama’s facial characteristics” (Ars Electronica). Also, a number of news broadcasting stations have shared this video and provided their thoughts on it. This highlights the significance of the topic and indicates that it requires more attention. This video serves to illustrate just how realistic and persuasive deepfakes can be, particularly when they involve prominent public figures.

The urgency of this video stems from the increasing prevalence of deepfake technology. As these videos become more widespread and difficult to identify, they present significant dangers especially in the realms of politics and media. For instance, a fabricated presidential address could disseminate misinformation rapidly before anyone realizes it’s fake. The video aims to raise awareness. It emphasizes how easily a public figure’s image and voice can be manipulated to make them say anything.

Rhetorically, the video employs shock and irony to capture attention, reinforcing our theme about the potential exploitation of influential individuals through technology and media manipulation. Additionally, through the use of Obama’s image as a known political leader, the video “foreshadowed one type of disinformation that could disrupt political discourse and future elections: deliberately altered audiovisual content, amplified via social media” (Appel and Prietzel 1) and highlighted the dangers of deepfaking influential figures.

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Annotations

00:00 - 00:10

Ethos is established through the use of Obama’s character, identity, and reputation as a known leader and former president. Immediately, his role as a former president contributes greatly to the audiences’ perceived sense of his character and credibility. His reputation as a known political figure and trusted leader lets viewers know that he is a figure of authority and is credible and trustworthy, since he was already in a role of power and leadership before. The use of Obama’s character reinforces trust in the video’s original intended message, even if the actual deepfake video is synthetic. Audience viewers likely believed the video at first but then were shocked by what Obama said in the video, and then learned that the video was a deepfake when Peele revealed it.

Ethos

00:00 - 00:10

Here, logos functions through the video’s demonstration rather than through explicitly arguing to show the logical appeals. By showing a realistic video of Obama supposedly speaking, the video demonstrates that synthetic media can deceive even the most attentive of viewers. Peele is able to appeal to the logical perspective of audiences by using the logical connection of showing the realistic video and then revealing that it was deepfaked to illustrate his point that we should not believe in everything we see online. In the video, Obama also appears to be saying “if someone wanted to make me say something, they could” which is literally revealing it right to the audiences that Obama’s image is being manipulated.

Logos

00:00 - 00:15

The intended audience is the general public, especially internet users who watch familiar figures online. The choice of Obama signals that the content targets broad viewers who recognize him and may suspend disbelief because of his authority. To be more specific, we can infer that the intended audience is anyone who might watch political news and keep up with politics. Audience viewers who are more politically involved or hold certain political beliefs may be more likely to click on the video or want to watch the video than people that are not as involved in America’s politics. We can also infer that the audience may be anyone who is more on social media, since videos like these are likely to go viral due to the figure in the video.

Audience

00:00 - 00:10

The implicit message warns about how realistic deepfakes can be, by demonstrating one with a trusted political figure. Like other deepfakes, it functions to make viewers question the authenticity of what they see online. In the video, the explicit message Peele communicates is warning people against believing everything they see online and on the Internet. Peele explicitly states, even as Obama, that people need to “rely on trusted news sources” especially in this new age of information, disinformation, and deepfake technology. By using the deepfake video of Obama speaking, Peele warns that deepfake technology will only get better as time goes on, and it will become even more imperative for audiences to be wary of what they believe in.

Message

00:00 - 00:10

Similarly to the Anderson Cooper deepfake, the communicator includes both the creator and the AI representation of Barack Obama. The creator uses Obama’s widely recognized identity to transfer perceived credibility to the message. In this case, we can argue that the “real” communicator here is the creator, Jordan Peele. Peele is the one who is actually speaking, as the deepfake was created by overlaying Peele’s mouth movements onto Obama’s facial expressions. We can see it near the second half of the video, where it displays a side by side comparison of the deepfake of Obama speaking versus a real video of Peele actually speaking.

Communicator

00:00 - 00:00

The purpose of the video, as revealed by Peele in the video, is to raise awareness and caution about media we see and view online. Peele argues that we should not believe everything we see online, especially moving forward in an age of information and technology where deepfake technology was already that good back in 2018, and it would only get better with time. The implicit purpose behind the video could also be to demonstrate how good the deepfake technology was back then. When we think of 2018, many people don’t necessarily associate that year as being the year of AI or deepfake technology, but the fact that deepfake technology was already pretty believable back then only shows that it will grow to become even more capable as time goes on.

Purpose

00:19 - 00:29

Like the Anderson Cooper example, the video appeals to emotion by creating fear, concern, and unease. Seeing a familiar and respected figure manipulated evokes a strong emotional reaction about the reliability of the media people view and consume. Viewers were likely initially shocked by the video, believing that it was Obama who actually said the offensive and harsh words stated in the video at first. Viewers could have also been upset or even angered by the deepfake of Obama, especially since he is a political figure and audience viewers can be divided based on political affiliation and beliefs. It is likely that when it was revealed that the entire video was synthetic, viewers felt fear at what deepfake technologies could be capable of and are likely to be more wary of what they believe in.

Pathos

00:37 - 01:12

This deepfake appears in a moment when AI-generated political impersonations are rising in visibility and concern. Like other synthetic media, it leverages familiar public figures on platforms where quick scrolling limits critical evaluation. The video was created by Jordan Peele using deepfake technology where it allowed Peele to transfer his own facial movements and speaking voice to Obama’s face, making it look like Obama spoke. The purpose of the video was to illustrate the abilities of deepfake technology, what they can be used for, and warns audience viewers not to be deceived by everything they see online and through social media. Especially during America’s changing political landscape at the time and even currently, these kinds of deepfaked videos of political figures can be especially dividing, cause more harm, and spread misinformation under the guise of the political figure’s reputation.

Context

00:43 - 01:05

The exigence is the rising concern over political misinformation that could be easily spread using deepfake technology, and the harm that comes from using deepfake technology to impersonate figures and doctor false videos of them. Using Obama’s likeness highlights the urgency of recognizing and responding to fake media, especially during politically sensitive times. The motivating force behind the creation of the video was likely due to deepfake technology becoming better, more realistic, and more accessible, and how these factors could lead to the misuse of deepfake technology, especially when used to manipulate videos of influential political figures like Obama. Peele created the video as a warning to audiences to not believe in everything they see online.

Exigence

Anderson Cooper Deepfake

This is a side by side comparison of a deepfake video and a real video of Anderson Cooper speaking (LipSynthesis 00:00-00:26). Cooper, a political commentator and broadcast journalist for CNN, was deepfaked on the right. The video exists to show off the capabilities of modern deepfake lipsyncing technology. The exigence is the dangers of deepfake technology, especially when used on famous and influential figures like Cooper. Believing in these realistic deepfakes can have greater consequences, like the spread of misinformation. The video creates a sense of urgency in viewers to be cautious about believing everything they see in the media.

The video was originally posted from a Youtube channel called “LipSynthesis”, where they are promoting their deepfake lipsyncing technology and showing it off through the Cooper deepfake. The purpose behind the video is to both highlight deepfake technology’s realism and the dangers of deepfaking famous figures as well as warn viewers to view media through a cautious critical and analytical perspective. This video also raises questions surrounding the ethics of deepfakes, as they can create “legal, moral, and social implications [that] demand serious consideration” ("Anderson Cooper").

The Cooper deepfake directly relates to our group theme of deepfaking celebrities and influential people online. These people have known reputations, whether good or bad, which causes people to be more likely to pay attention to what they say. Creating deepfakes of influential figures has a much larger audience reach and thus “have dramatic consequences for the public as these media sources create a complex of ignorance and misinformation” (Suciu 26). Rhetorical analysis of the video allows us to see how the video appeals to the audience's senses of logos, ethos, and pathos, especially with the usage of Cooper’s reputation as a known news broadcaster and using deepfake manipulation to play into the audiences’ fear of deepfake technology capabilities.

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Annotations

00:00 - 00:26

Ethos is established through the use of Anderson Cooper’s identity. His long-standing reputation as a credible journalist and trustworthy news anchor displays that he is reliable to viewers. Due to the audience viewing him as a respected and well-known media figure, they are more likely to immediately accept it without any questions. Because of his known reputation, viewers are likely to stay and watch rather than click off. However, when the audience actually hears what Cooper is speaking, they realize that the video is a deepfake of him, and it is not actually him speaking. This demonstrates how easily ethos can be artificially manipulated, causing viewers to initially believe the message based on who appears to be speaking rather than on evidence.

Ethos

00:00 - 00:26

The video is intended to appeal to an audience that knows Anderson Cooper, especially social media users who consume online news quickly and know he is credible. The professional tone, news-style framing, and short format signal that this content is meant for everyday viewers rather than experts, relying on their existing trust in mainstream media figures. Being that the majority of his viewers are from his news channel, documentary, and podcast, a deepfake could easily persuade those who are unaware. More specifically, the audience is CNN viewers, since Cooper is a broadcaster for the CNN news channel. We can also infer that some of his audience are CBS news viewers, since Cooper was also a correspondent for “60 Minutes”, a show produced by CBS.

Audience

00:00 - 00:26

The context surrounding the Anderson Cooper deepfake is crucial for grasping its significance. The video appears at a time when misinformation rapidly circulates via social media, and digital editing tools have become increasingly more advanced and available. As a reliable anchor on CNN, Anderson Cooper embodies trustworthiness in broadcast journalism. The creation of a deepfake featuring someone in such a role directly undermines the credibility of televised news and online videos. The wider cultural background also encompasses rising political division and diminishing faith in media. In a setting where individuals already doubt what is genuine or biased, a realistic deepfake introduces an additional layer of doubt. This video exploits how viewers are accustomed to watching brief news segments online without consistently verifying their source.

Context

00:00 - 00:26

The purpose of the video is to display how realistic deepfake videos have gotten, and how easy it is for a deepfake video to pass as a real video of a person. In this case, the purpose specifically is to highlight the dangers of using and creating deepfaked videos of influential figures and famous people, since those people have known reputations and broad influences which causes the consequences of spreading misinformation to be even greater than if it was just a deepfake of a regular common person. The video’s purpose is to spread the message to viewers that they must view content and media online through a critical and wary analytical lens, instead of carelessly believing everything they see right away. The video emphasizes the dangers of using deepfake technology to manipulate famous figures and the possible consequences.

Purpose

00:12 - 00:26

The video appeals to pathos by creating feelings of trust and concern. The calm delivery encourages confidence, while the realization that the video is fake due to what Cooper is saying produces unease, pushing viewers to feel alert and cautious. The video appeals greatly to viewers’ sense of fear and unease towards deepfake technological advancements and also the fear from the realization that deepfaking influential people is extremely easy and accessible now. This danger could result in consequences like spreading misinformation and trusting false news sources. The viewer is likely to question the media they see and consume online, and whether it is real or not.

Pathos

00:12 - 00:26

In the deepfake of Anderson Cooper, logos are utilized in an ironic manner. The video first seems logical and organized and it imitates the style of a genuine new segment. Given that Anderson Cooper is recognized for his factual evidence based reporting on CNN, audiences instinctively like his image with reason and trustworthiness. The deepfake capitalizes on that logical authority. Through logos the audience realizes that the logic that we rely on can be artificially created. The video illustrates that even content presented in a professional “logical” manner can be entirely fabricated. By adopting a credible news format and the persona of a respected figure the creator revealed how easily logos can be distorted. Logos function through demonstration rather than data. The logic is that if this realistic video is fake, then other convincing videos online could also be fake. The audience arrives at this conclusion through their own experience of being momentarily persuaded.

Logos

00:12 - 00:26

The main message warns that AI-generated deepfakes are difficult to distinguish from real videos and that viewers should be cautious when trusting online content. Delivering this warning through a deepfake reinforces the message by demonstrating the danger in real time. It doesn’t just explain the risks of deepfakes but also demonstrates them in real time. This approach provides a clear example of how easily an audience can be manipulated. By demonstrating the capabilities of deepfake technology, the video prompts viewers to think to themselves critically before believing what they see online. Moving forward, this will likely lead the viewers to analyze and question what they are seeing online and improve their media literacy.

Message

00:12 - 00:26

The communicator of this video is Anderson Cooper, which is what initially makes the video so believable. As a prominent journalist and anchor for CNN, Cooper has established a reputation for trustworthiness, professionalism, and authority. The deepfake takes advantage of the pre-existing trust. Viewers are more inclined to accept the message since it comes from a familiar and esteemed media personality. However, the true communicator is the creator of the deepfake, who is altering Cooper’s image and voice to convey a false message. This results in a strong rhetorical impact as it illustrates how easily credibility can be borrowed, or even stolen through technology. This video compels the audience to reflect on how much they depend on appearance and reputation when evaluating information.

Communicator

00:12 - 00:26

The exigence is the growing threat of misinformation caused by increasingly realistic deepfakes. As digital editing advances, fabricated videos are becoming more common and harder to recognize. The video almost creates a sense of danger due to how realistic the deepfaked part seems. The video creates urgency by suggesting that even trusted figures can be manipulated, making media literacy and skepticism necessary right now. This helps the viewer understand that misinformation can no longer be considered a distant or uncommon issue, but something we may start seeing on an everyday basis. This helps encourage the viewer to pause before believing everything they see online, reminding them that verifying information is crucial in today’s world of deepfakes.

Exigence