Problematising reality: the promises and perils of synthetic media.

This commentary article focuses on the emergence of synthetic media-computer-generated content that is created by employing Artificial Intelligence (AI) technologies. It discusses three of the most notable current forms of this emerging form of content: deepfakes, virtual influencers, and augmented and virtual reality (collectively known as extended reality). Their key features are introduced, and the main challenges and opportunities associated with the technologies are analysed. In all cases, a crucial change is underway: reality (or, at least, the perception thereof) is seen as increasingly less stable, and potential for manipulation is on the rise. In fact, it transpires that personalisation of (perceived) reality is the likely outcome, with increasing societal fragmentation as a result. Mediatisation is used as a broad-ranging metatheory that explains the permeation by media of everyday affairs to explain the degree of impact that synthetic media have on the society. In this context, it is suggested that we search for new and alternative criteria for reality that would be capable of accounting for the changing nature of agency and impact in today's world.