Specificity of representation of fake information in audiovisual media content

The situation of uncertainty, which became a consequence of the pandemic, forced the audience to actively interact with the media. This effect is especially noticeable in the field of video information. Because of this, the ability to check the quality of such information and to detect a video fake is especially in high demand. Meanwhile, the researchers' interest is focused primarily on the verbal component of media content. In our study, we are trying to fill this gap and concretize the models of generating video fakes, their types, and reasons for their appearance.Based on the analysis of fake audiovisual content distributed in the media sphere in 2020 we identify two models of its appearance - synchronous and asynchronous. In the first case, fake is a result of distorting the video and audio of the work. In the second case, only one of the rows broadcasts a false idea. The latter case is dangerous in that the series of works that do not contain false information inspires confidence in the audience and makes it accept the media message as a whole.Also, in the study, we single out the most common types of fakes based on such characteristics as the degree of information distortion, the degree of reliability of spatial and temporal characteristics, and the degree of reliability of the source. We determine the most frequent markers of fakes in video works, namely: distortion of the shooting angle, concealment of the staged nature of filming, the use of animation and animation technologies that imitate newsreel footage, placement of inaccurate infographics in video work, fake news announcement, and publication.Among the most common reasons for the formation of video fakes, we note the desire to increase ratings, discriminate against specific individuals or organizations, draw attention to a real problem, and to entertain the audience.In the analysis of fake as a global phenomenon using the example of deepfake technology, we show how it can be used in constructively and destructively and emphasize the importance of developing media education to neutralize the negative consequences of the spread of fakes.