Abstract:

Post-truth, which was declared the word of the year in 2016 by the Oxford dictionary, stands out as one of the most discussed concepts of the recent period. The concept that marks a time when truths, facts, data and statistics, or rational thinking, lose their importance, sets the center of the discussion of the non-real content issue in today’s Internet environment. The fact that digital content can be produced by ordinary users other than professionals, and that it can be developed with the possibilities of the new media, brings with it real-world debates. The structure that highlights the content of the algorithms that make up the work systems of social media platforms more interactive makes it possible to determine the agenda of user derived content. Video content, which can be easily produced and rapidly consumed on social media, can reach a very broad audience in a short time. These content in circulation affects the public's perception of the individual or institution concerned. In the new media environment, the possibility that digital content can be indirectly converted to the user and re-circulated by differentiating reveals a lot of information that is needed in the assertion. In this context, social media provides an environment in which the individual from every section of society actively produces content, the reality of social media is shrinking. The study focuses on post-truth era and the new generation of false news universe, which develops parallel to the post-truth and communication technologies, and the deepfake application is being studied. In this framework, the study discusses the potential effects of these practices on public relations practices that play an effective role in building trust to institutions.