Sarcouncil Journal of Engineering and Computer Sciences

Abstract: This study examines crisis communication in an era of deepfakes through a qualitative analysis of the 2022 deepfake video showing Ukrainian President Volodymyr Zelenskyy announcing the surrender of Ukrainian forces. The study investigates how Zelenskyy’s communication team responded to the fabricated video, how international media organizations covered and verified the incident, and how government and media responses contributed to the reconstruction of trust, authenticity, and credibility. Drawing on Situational Crisis Communication Theory (SCCT) and Media Credibility Theory (MCT), the study uses a qualitative case study design combining documentary analysis and thematic analysis. The government uses official statements, presidential video addresses, press releases, and verified social media communications issued between March 2022 and October 2023. The media analysis examines purposively selected coverage from Reuters, BBC, VBC, Al Jazeera, and The Washington Post, focusing on verification framing practices, source attribution, credibility, and technological and geopolitical framing. The findings show that the Ukrainian government primarily focused on rapid denial, corrective communication, and an authentic counter message, which was delivered through verified channels. International media organizations complemented the efforts through visible verification practices, including comparison with authentic footage and identification of visual inconsistencies, source evaluation, and corroboration. The study argues that credibility in deepfake crises is therefore coproduced among governments, media organizations and technology platforms. The use of SCCT and MCT theories shows a more comprehensive framework for understanding these crises while highlighting the need to move from traditional repair toward the management of authenticity, institutional trust and evidentiary transparency.