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Fool me once, shame on me: The importance of digital and social media literacy in a world of AI content.
2025 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The acceleration of the inclusion of AI in the everyday life of society has brought effective measures to computational methods; however, along with the positive uses, issues have arisen in the form of deepfakes, the spreading of misinformation, and social media bots that operate by AI. This thesis explores what is expected of the average user to safely navigate the social media landscape, so as not to be affected by the rising amount of generative AI content with the intent to mislead and misinform. Concepts such as digital literacy and social media literacy are key skills to develop the ability to lessen the risk of being deceived by generative AI. Fifteen participants took part in the study, with varying results regarding their literacy levels through a developed CAPTCHA-like prototype designed to test whether users can correctly identify AI content. The results show that while social media literacy is a step toward becoming an effective social media user, the framework is not developed to combat the rise of generative AI posts. This thesis then proposes that an evolved social media literacy is necessary to counter the intricacies of AI and make users more mindful and critical regarding the content consumed on social media. Furthermore, it argues that population-wide education and controlled exposure to contemporary GenAI as a measure would increase the value extracted from social media platforms and decrease the proficiency of misinformation campaigns.

Place, publisher, year, edition, pages
2025. , p. 51
Keywords [sv]
AI, GenAI, SoMe, Media Literacy, Social Media Literacy, Digital Literacy, Generative AI
National Category
Media and Communication Studies
Identifiers
URN: urn:nbn:se:mau:diva-78653OAI: oai:DiVA.org:mau-78653DiVA, id: diva2:1984113
Educational program
TS Media Technology: Strategic Media Development
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Available from: 2025-08-11 Created: 2025-07-14 Last updated: 2025-08-11Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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