Perceived Influence of Social Media Literacy on Detecting Deepfake Content on TikTok Among Mass Communication Undergraduates in Kwara State

Abstract

This study examined the perceived influence of social media literacy on the detection of deepfake content among mass communication undergraduates in Kwara State, Nigeria. Social media literacy, a subset of media literacy, encompasses the technical, cognitive, and socio-emotional competencies necessary to navigate algorithm-driven digital environments, critically evaluate information, and identify manipulated media. With the influx of AI-enabled deepfakes on platforms such as TikTok, understanding how literacy skills mediate detection is imperative. The study adopted a quantitative survey design, and data were collected from 333 undergraduates across three universities using questionnaires to capture demographics, social media literacy levels, and ability to detect deepfakes. Results indicate that students possess a high level of social media literacy, demonstrating proficiency in evaluating and verifying content they encounter on TikTok. However, their ability to detect deepfakes was moderate, with challenges posed by sophisticated AI manipulation. The study further reveals that social media literacy significantly influences students’ perceived competence in identifying deepfake videos and notes that education plays an important role in enhancing digital discernment. The findings underscore the importance of structured media literacy interventions, practical exposure, and algorithmic awareness to strengthen future media professionals' ability to navigate complex digital landscapes and mitigate the risks posed by synthetic media. The study concludes that media literacy is a vital tool for navigating complex media landscapes, yet ongoing training and practical exposure are necessary to strengthen students’ competence in identifying emerging digital threats, such as deepfakes. The study recommends that universities integrate structured training, practical workshops, peer-led initiatives, ongoing research, and AI detection tools into mass communication programmes to strengthen students’ digital content verification skills and their capacity to identify and mitigate deepfakes, misinformation, and other forms of AI-generated media.