Peter Mikuláš – Communication Today

DIGITAL VIRULENCE: DIMENSIONS OF DEEPFAKE WITHIN DISINFORMATION NETWORKS

Peter Mikuláš — Tue, 25 Nov 2025 10:17:06 +0000

ABSTRACT:

This study has two primary objectives: first, to identify which elements of manipulatively anchored deepfake videos on YouTube contribute to their potential for virality, and second, to examine how social media channels facilitate the erosion of rational perception in the consumption of media content. Using Jakobson’s communication model, we identify the basic communication elements associated with a specific deepfake video of a manipulative nature. The analysis revealed that the video aligns with a broader framework of stereotypes, media representation, and political discourse. We place the results in the context of media exposure, the fragmentary and instant consumption of media content, as well as within the specific space of perception of visuality and visual communications in the current media environment. Results show that the articulation of context plays a crucial role in interpreting a deepfake communication, underscoring the limitations of current mechanisms for labelling manipulated content on the YouTube platform.

KEY WORDS:

deepfake video, disinformation, digital virulence, social media, YouTube

01_Mikulas-Shelton_CT-2-2025 Download

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.1

Digital Resilience in the Area of Hybrid Threats: Perception of Concepts Associated with the Ukrainian Military Conflict by Generation Z in Slovakia

Peter Mikuláš — Thu, 23 Nov 2023 03:00:00 +0000

ABSTRACT:
Extreme situations, such as military conflicts, generate interest in how they are perceived by the public, which must process a broad array of media stimuli in a certain way. In this study, we discuss how the basic aspects of the current military conflict (the war in Ukraine) were perceived by young people (Generation Z) in Slovakia, with a focus on the initial part of the Russian invasion of Ukraine. We argue that the digital resistance of Slovakia’s citizens is currently low, which – in conjunction with the extremely focused activity of the disinformation scene – creates a risky environment. We use the Semantic Selection Test as a psychosemantic method on a sample of Slovak university students. One of our basic findings is the associative closeness of the concept of “Self” in Generation Z and Instagram, popular Internet memes and educational videos in connection with expertise. We also found that the recipients were subject to positive media manipulation (the Ghost of Kyiv) and were able to identify standard linguistic propaganda (negative associations of terms “war in Ukraine” and “special military operation”). The results can help us understand the perception of emergency situations by Generation Z.

KEY WORDS:
digital resilience, disinformation, hybrid threats, semantic maps, special military operation, war in Ukraine

06. SPALOVA & MIKULAS – CT 2-2023 Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.2.6

Attitudes towards Different Influencer Categories – Exploration of Generation Z

Peter Mikuláš — Mon, 19 Apr 2021 17:46:04 +0000

ABSTRACT:
The issue of intersection of digital media and acquisition of forms of public awareness is still relatively new. This research study identifies cognitive aspects of subjective perception of different categories of influencers operating in the online environment. The aim is a more detailed explanation of the psychosemantic structure of the perception of selected domestic influencers in relation to the self-respondents and the brand, as this is where the promotional aspect of the researched topic is revealed. Theoretical starting points of the study accentuate the knowledge based on endorsement models of using celebrities in marketing communication, as well as on the concept of social psychology and persuasion. The elementary definition of the concept of influencers lies in the etymological analysis, which we supplement with the analysis of currently established scientific-professional approaches to the categorisation of influencers and also draw attention to a critical explanation of terms related to influencer marketing, such as opinion leader, brand ambassador, as well as the influencer itself. To identify social representation of celebrities and marketing communication in the semantic space of generation Z we applied a psychosemantic method of Semantic Choice Test. The results indicate a markedly positive self-concept of the studied cohort of Generation Z and its focus on professional application represented by the semantic proximity of two influencers (Sajfa and LucyPug). At the same time, significant distrust of politicians and political communication and a critical approach to the aggressive communication of political entities were identified.

KEY WORDS:
ambassador, celebrity, Generation Z, influencer, marketing communication, self, social media

04. SPALOVA et al. – CT 1-2021 Download

Execution of Advertising and Celebrity Endorsement

Peter Mikuláš — Thu, 07 Apr 2016 19:47:09 +0000

ABSTRACT:
The article focuses on the topic of celebrity endorsement in TV commercials in terms of their perception by Generation Y. For the purposes of the study effectiveness of advertising was reduced on recall of commercials – in the sense of one’s ability to correctly link the celebrity to promoted brand/product. The aim of the text is to verify the effectiveness of celebrity endorsement concepts both on the basis of particular attributes and qualities of the endorser and on the execution of commercials. This approach allows operative assessment of validity of some established theories regarding the celebrity endorsement. In the pre-research phase we applied a hybrid post-testing methodology, namely the recall method, to select two groups of celebrity endorsers: successful and unsuccessful ones. In the following research we employed a method of polarity profile on selected celebrity endorsers, while five adjective groups were chosen. These groups represented the examined dimensions of attractiveness, credibility, expertise, and the attitude towards the advertisement. Results of the study confirm little evidence which would support ability to recall linkage of the celebrity with the promoted product/brand. However, the research approves presence of some irritating elements related to the perception of commercials, which were identified as applicable to effective celebrity endorsement. These findings emphasise the relevance of proper execution of commercials which, in the context of celebrity endorsement, could be thought of as a relatively marginalised issue.

KEY WORDS:
celebrity endorsement, commercials, properties of celebrity endorsers, execution of commercials

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