The aesthetics of falsehood: The image as a tool of visual propaganda in the age of artificial intelligence

Abstract

In an era of rapidly advancing generative artificial intelligence, visual language is undergoing a profound transformation: aesthetics is increasingly instrumentalized for persuasion, while synthetic images assume the guise of credible representations of reality. This article analyzes the aesthetics of falsehood as a strategy that enhances the persuasive power of visual disinformation and redefines the epistemological function of the image. It begins from the hypothesis that deepfakes and other forms of synthetic visuality, by mobilizing formal aesthetic appeal — symmetry, harmony, and controlled lighting — expand the reach of disinformation and reshape the epistemic foundations of visual representation, strengthening the link between aesthetics and perceived credibility. The analysis juxtaposes historical forms of visual propaganda with reflections on the contemporary circulation of AI-generated images across social media. It also considers microtargeting mechanisms, recommendation algorithms, and the psychological dynamics of perceiving hyper-realistic imagery. A focus group study with eight participants complements the theoretical discussion; its findings confirm that aesthetic form plays a key role in shaping both emotional response and the credibility attributed to images. The results highlight the need to cultivate visual literacy and to reorient media education toward analyzing form, composition, and the emotional narration of images. In this context, the aesthetics of falsehood emerges not only as a technological but also as a cultural mechanism of influence — highly effective and increasingly challenging to detect.