Deepfake Valence: A Double-edged Sword.

Deepfakes have garnered widespread attention for their malicious use. Despite its infamy, deepfakes can bring forth a myriad of benefits. Given the controversies around deepfake, it is unclear why people adopt this technology for various purposes. Through the lens of rational choice theory, we develop a research model to explain deepfake adoption. From the perspective of deepfake developers, we categorize deepfake usage based on two dimensions: purpose (utilitarian vs. hedonic) and valence (benevolent vs. malevolent). Deepfake adoption is driven by a risk benefit analysis which, in turn, is influenced by socioenvironmental factors. [ABSTRACT FROM AUTHOR]