# Does “distance lend enchantment”? Public attitudes to deepfake technology in the United States

## TL;DR

This study explores how familiarity with deepfake technology influences public attitudes in the United States.

## Contribution

The study reveals that closer familiarity with deepfake technology leads to more positive and nuanced public attitudes.

## Key findings

- Publics closer to deepfake technology have more positive attitudes.
- Familiarity reduces the 'enchantment' effect typically associated with distance.
- The study suggests a need for further research on technology familiarity and public perception.

## Abstract

We describe a focus group study of public perceptions of “deepfake” technology, that is, digitally manipulated videos that show people saying or doing things they never really did. The study was designed to explore the relationship between degree of closeness to or familiarity with technology and attitudes toward it. We find that in this case, publics that are closer have more positive and nuanced attitudes. In such cases, at least, it appears that distance does not lend enchantment. We suggest why this may be the case and propose further related research designed to test the conclusions reached here.