@article{2025:geise:a_new_face,
title = {A new face of political advertising? Synthetic imagery in the 2025 German federal election campaigns on social media},
year = {2025},
note = {The rise of AI-generated content represents a new frontier in
political communication. As synthetic media become more sophisticated
and accessible, their role in shaping voter perceptions and
influencing public discourse warrants closer examination. This study
examines the use of AI-generated images in the 2025 German federal
election campaign, assessing their prevalence, strategic use, and
transparency. We conducted a content analysis of Instagram posts from
the major German political parties and their youth organizations in
the six weeks leading up to the election. Our analysis focused on
identifying AI-generated visuals, evaluating their labeling practices,
and examining their communicative and ideological functions. We also
compared differences in adoption and usage patterns across parties to
assess potential implications for democratic processes. Our findings
indicate that the far-right Alternative for Germany (AfD) uses
synthetic visuals significantly more than other parties. These
AI-generated images are predominantly photorealistic and often lack
clear labeling, raising concerns about transparency and potential
voter deception. The AfD primarily uses such visuals for emotional and
ideological messaging, using AI-generated content to reinforce its
political narratives and mobilize support. Our findings provide a
structured assessment of AI-generated content in German political
communication and highlight the potential risks associated with
unregulated use of synthetic media in electoral campaigns. Our
research also contributes to the broader discourse on the ethical
implications of synthetic media in democratic societies.},
journal = {SCM Studies in Communication and Media},
pages = {485--516},
author = {Geise, Stephanie and Luther, Anna Ricarda and Reich, Sabine and Linke, Michael},
volume = {14},
number = {4}
}