This research interrogates the discourses that frame our understanding of deepfakes and how they are situated in everyday public conversation. It does so through a qualitative analysis of popular news and magazine outlets. This project analyzes themes in discourse that range from individual threat to societal collapse. This article argues how the deepfake problem discursively framed impacts the solutions proposed for stemming the prevalence of deepfake videos online. That is, if fake videos are framed as a technical problem, solutions will likely involve new systems and tools. If fake videos are framed as a social, cultural, or as an ethical problem, solutions needed will be legal or behavioral ones. As a conclusion, this article suggests that a singular solution is inadequate because of the highly interrelated technical, social, and cultural worlds, in which we live today.

中文翻译：

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围绕Deepfake的流行话语和虚假视频分发的跨学科挑战

这项研究询问了构成我们对深造假及其在日常公共对话中所处位置的理解的论述。它通过对流行新闻和杂志发行进行定性分析来做到这一点。该项目分析了从个人威胁到社会崩溃的各种话语主题。本文论证了如何对Deepfake问题进行分词式框架化，以解决为阻止Deepfake视频在线流行而提出的解决方案。也就是说，如果假冒视频被视为技术问题，则解决方案可能会涉及新的系统和工具。如果假冒视频被视为具有社会，文化或道德问题的框架，则需要的解决方案将是法律或行为上的解决方案。结论是，本文认为，由于技术，社会，