  Deepfakes are AI-synthesized content that are becoming popular on many social
media platforms, meaning the use of deepfakes is increasing in society,
regardless of its societal implications. Its implications are harmful if the
moral intuitions behind deepfakes are problematic; thus, it is important to
explore how the moral intuitions behind deepfakes unfold in communities at
scale. However, understanding perceived moral viewpoints unfolding in digital
contexts is challenging, due to the complexities in conversations. In this
research, we demonstrate how Moral Foundations Theory (MFT) can be used as a
lens through which to operationalize moral viewpoints in discussions about
deepfakes on Reddit communities. Using the extended Moral Foundations
Dictionary (eMFD), we measured the strengths of moral intuition (moral loading)
behind 101,869 Reddit posts. We present the discussions that unfolded on Reddit
in 2018 to 2022 wherein intuitions behind some posts were found to be morally
questionable to society. Our results may help platforms detect and take action
against immoral activities related to deepfakes.

Computers and Society;Human-Computer Interaction;Social and Information Networks