“The End Justifies the Fake”: Public Sense-Making of Deepfake Pro-Social Campaigns

Deepfake technology, often associated with deception and manipulation, is increasingly repurposed for pro-social purposes. Applying the Social Construction of Technology (SCOT) framework, this study examines audiences’ normative negotiation around Deepfake digital resurrection for social causes, through the Israeli campaign “Listen to My Voice.” Thematic analysis of six focus group discussions with 23 participants revealed intense emotional reactions and ethical reflections. Participants justified the campaign through perceived family consent, presumed victim approval, and life-saving potential, while advocating regulatory oversight and delineating acceptable use according to purpose, motive, and representational respect. Findings indicate context-sensitive moral reasoning rather than uniform acceptance or rejection of synthetic resurrection. Deepfake resurrection emerged as a symbolic act of witnessing, supporting prevention and commemoration when carefully produced and ethically governed. By examining audience sense-making of pro-social Deepfake resurrection campaigns, this study contributes to emerging debates on synthetic media ethics, affective engagement, and the governance of AI-mediated content.