THE ROLE OF DEEPFAKE POLITICAL VIDEO IN SHAPING IDEOLOGICAL DISCOURSE ON INSTAGRAM

Abstract

The potential transformation of Generative Artificial Intelligence (Gen-AI) has reshaped public perception on social media with the emergence of deepfake videos. Such videos have been circulating on social media, questioning the veracity of online content, especially in political media. The present study addresses the existing gap and uses a qualitative approach to critically analyse a highly shared deep fake political video, employing Fairclough’s Critical Discourse Analysis (CDA) model alongside Van Dijk’s Ideological Discourse Theory (IDT). By analysing the video’s text, visuals, and audience comments, this study uncovers the use of ironic language, the role of pop culture references, gendered metaphors, political labels, and religious markers within a contested ideological context. The findings showed that deepfakes function as ideological texts that reinforce political polarisation and shared resentment, through humour, satire, and cultural beliefs. Moreover, a critical analysis of the fake video’s comments section revealed discursive polarisation and identity-based attacks, demonstrating how digital discourse becomes a battleground for narrative construction and resistance. Moving beyond the technological detection of deepfakes, this research offers an interdisciplinary framework to analyse their rhetorical, cultural and ideological implications. It may provide a critical lens for understanding the role of deepfakes and user engagement in shaping sociopolitical discourse in the Pakistani digital context.