SYNTHETIC MEDIA AND PUBLIC OPINION: THE ROLE OF AI-GENERATED CONTENT IN MODERN COMMUNICATION

The rapid advancement of artificial intelligence has led to the widespread creation and dissemination of synthetic media, including AI-generated text, images, audio, and video. These forms of content are increasingly embedded in news production, political campaigning, advertising, and social media communication, reshaping how public opinion is formed and influenced. This chapter conceptually examines the role of AI-generated content in modern communication ecosystems, focusing on its capacity to amplify persuasion, manipulate narratives, and challenge traditional notions of credibility and trust. It explores how synthetic media alters agenda-setting, framing, and information diffusion processes, while also lowering barriers to large-scale misinformation and disinformation. At the same time, AI-generated content offers legitimate opportunities for enhanced engagement, personalization, and democratic participation when used responsibly. Drawing on interdisciplinary literature from communication studies, media psychology, and AI governance, the chapter develops an integrative framework to understand the dual role of synthetic media as both a tool for innovation and a source of societal risk. The discussion highlights ethical concerns, regulatory gaps, and the growing importance of media literacy in mitigating harmful effects. The chapter concludes by outlining implications for policymakers, media organizations, and researchers, and identifies future research directions on public trust, cognitive impact, and governance mechanisms in the age of synthetic media.