Introduction

The digital age has profoundly transformed human interactions and the dissemination of information, generating new avenues for influence and control. Digital manipulation, understood as the process by which entities seek to motivate and influence individuals to adopt specific decisions or actions in a socially unacceptable manner, has become increasingly complex (Zarsky, 2019). Technological innovations, particularly in artificial intelligence (AI) and big data analytics, have amplified the capabilities and reach of these strategies. The ubiquitous nature of digital technologies in everyday life has enabled new forms of data flows that allow for the constant monitoring of consumers of products, services, and content (Zarsky, 2019). This capacity for detailed observation creates fertile ground for the application of sophisticated manipulation techniques. This paper examines recent innovations in digital manipulation and their impact on various socio-digital phenomena, analyzing the evolution of these practices, the technologies that underpin them, and their ramifications for the public sphere, democracy, and citizen trust.

Overview of digital manipulation: evolution and emerging technologies

From traditional to digital media manipulation

Information manipulation is not a phenomenon exclusive to the digital age. Historically, the media have served as vehicles for propaganda and ideological influence. However, digitization has fundamentally reshaped this landscape (Widholm & Ekman, 2024). The convergence of computing, media, and telecommunications, driven by advances in information and communication technologies, has transformed every aspect of society, from content creators to users (Earnshaw, 2001). This evolution has blurred the lines between verified information and misleading content, causing disinformation to spread with unprecedented speed (Kumar et al., 2021). Unlike traditional media, the digital environment facilitates the creation and mass distribution of false narratives at low cost, leveraging platform architecture to reach specific audiences and generate viral interactions (Diaz Ruiz, 2023).

Key technological innovations: artificial intelligence, big data and algorithms

Current digital manipulation capabilities are intrinsically linked to advances in artificial intelligence (AI), big data, and algorithms. AI has revolutionized content processing and generation, enabling the creation of fake media, both visual and textual, that are difficult to distinguish from authentic content (Shao et al., 2024)(Shao et al., 2023). Simultaneously, the proliferation of 4G and 5G networks has transformed the big data landscape, redefining data management and analysis methodologies. The ability to manage and analyze these vast and varied datasets has surpassed the capacity of any single individual or organization. Digital platform algorithms, fueled by this data, are capable of modeling extremely detailed user profiles, enabling the personalized delivery of content and, in turn, the highly accurate targeting of manipulative messages. These mechanisms not only spread misinformation, but can also influence users’ emotions and thoughts, affecting their economic, social, and political behaviors (Kukharenko, 2024).

The role of digital platforms and social networks

Digital platforms and social media are crucial environments for digital manipulation. Their design fosters interaction and virality, creating fertile ground for the rapid spread of misleading content (Diaz Ruiz, 2023)(Akhtar et al., 2024). The monetization architecture of these platforms, based on user attention and engagement, incentivizes the creation of sensationalist content that can go viral, including controversial and deceptive narratives (Diaz Ruiz, 2023). The governance of these platforms, which has shifted from user communities to social media algorithms, along with its emphasis on generating revenue from user data, has eroded trust in online communities and facilitated disinformation campaigns (Walker et al., 2019). Furthermore, the ephemeral nature of disinformation campaigns on social media presents unique challenges for academic research, especially given the restriction on access to data through application programming interfaces (APIs) (Walker et al., 2019).

Current techniques and strategies of digital manipulation

Disinformation, fake news and DeepFakes

Disinformation and fake news are a growing global concern (Demestichas et al., 2020). These are characterized by deceptive news stories, often constructed with a sense of conviction, that seek to persuade people to accept a specific event (Kumar et al., 2021). Their massive spread through online media has generated a new field of study in information detection and regulation (Kumar et al., 2021). Within this spectrum, deepfakes represent one of the most disruptive innovations. These media forgeries, both visual and textual, are widespread online (Shao et al., 2024). Unlike single-modality forgery detection methods, multimodal deepfakes require deeper reasoning to analyze and substantiate the subtle traces of manipulation across different modalities (Shao et al., 2024)(Shao et al., 2023). The proliferation of this misleading content underlines the need for advanced fact-checking mechanisms and digital literacy (nd).

Microtargeting, algorithmic manipulation, and content personalization

Microtargeting and algorithmic manipulation are strategies that exploit content personalization to influence users. By analyzing large volumes of personal and behavioral data, platforms can build detailed profiles of individuals. These profiles allow algorithms to select and deliver highly segmented and personalized messages, designed to resonate with each user’s psychological and political predispositions (Zarsky, 2019). Algorithmic personalization can lead to the creation of “filter bubbles” and “echo chambers,” where individuals are predominantly exposed to information that confirms their existing beliefs, which can exacerbate political polarization (Otieno, 2024). The European Union has addressed this issue through regulatory measures such as the Code of Practice on Disinformation and the Digital Services Act, which aim to ensure platform accountability and algorithmic transparency (D’Andrea et al., 2025). Understanding how algorithms influence the spread of information is fundamental to countering manipulation (Akhtar et al., 2024).

Cybersecurity and privacy as dimensions of manipulation

Cybersecurity and privacy are fundamental elements in the context of digital manipulation. Protecting personal data is vital to preventing the creation of detailed profiles that fuel microtargeting strategies (Zarsky, 2019). Digital service providers have significant cybersecurity obligations, including minimizing the risk of incidents that could negatively impact information systems (Karpiuk, 2023). A robust legal framework for cybersecurity is essential to protect digital assets and individuals’ privacy rights (Himanshu, 2024). However, implementing effective cybersecurity measures must be balanced with respecting privacy rights, a complex challenge in the digital age (Allahrakha, 2023). Manipulation can exploit cybersecurity vulnerabilities to access sensitive data or conduct malicious campaigns, while a lack of privacy in data flows facilitates the orchestration of these campaigns (Zarsky, 2019).

Socio-digital impact: contemporary implications and challenges

Transformation of the public sphere and democratic processes

Digital manipulation alters the public sphere and democratic processes by introducing distortions into the flow of information and the formation of public opinion (Widholm & Ekman, 2024). The spread of misinformation and persistent manipulation on social media, often for political or ideological purposes, affects the openness of these spaces (Akhtar et al., 2024). Machine learning tools have an increasing capacity to influence emotions and thoughts, which can become a source of control over social and political behavior (Kukharenko, 2024). This undermines citizens’ ability to make informed decisions, essential for the functioning of democracies (Kukharenko, 2024). Political polarization, exacerbated by algorithms that promote echo chambers and filter bubbles, represents a significant challenge to social cohesion and constructive dialogue (Otieno, 2024). Democratic resilience in this environment requires a deep understanding of the interconnections between user psychology, bots, and disinformation tactics (Akhtar et al., 2024).

Ethical and social consequences in the digital society

The ethical and social implications of digital manipulation are extensive and complex. The ability to subtly influence individuals’ decisions without their full consent raises questions about autonomy and personal freedom (Zarsky, 2019). Disinformation can have significant individual and social costs, as well as risks to national security and substantial economic losses (Fraga-Lamas & Fernandez-Carames, 2020). In a broader context, digitization and the constant monitoring of individuals generate concerns framed within paradigms of privacy and data protection (Zarsky, 2019). However, the concern about manipulation goes beyond privacy, alluding to the ability of companies to motivate and influence decisions in a socially unacceptable way (Zarsky, 2019). Ethical and regulatory frameworks are needed to address these new dynamics, ensuring that technological development does not compromise the fundamental values of societies. Interdisciplinary research is essential to effectively combat manipulation on social media and to safeguard the integrity of platforms (Akhtar et al., 2024).

Risks to privacy, security and public trust

Digital manipulation poses serious threats to individual privacy, information security, and ultimately, public trust in institutions and the digital ecosystem. The mass collection of personal data, while often presented as an improvement to the user experience, facilitates manipulative practices by enabling highly invasive message segmentation and personalization. Cybersecurity incidents, such as data breaches, can expose sensitive information used for manipulation or social engineering (Himanshu, 2024). The omnipresence of fake news and deepfakes erodes trust in the media and the veracity of online information (Fraga-Lamas & Fernandez-Carames, 2020). When citizens perceive that they are being manipulated or that the information they consume is unreliable, their civic participation and trust in the democratic process decrease (Kukharenko, 2024). Legal and technical security in cyberspace is an essential component to mitigate these risks and restore trust (Himanshu, 2024).

Conclusions and future perspectives

Digital manipulation, amplified by advances in artificial intelligence, big data, and algorithms, has evolved from traditional media practices to sophisticated strategies that impact the public sphere and democratic processes. The ability to generate disinformation, fake news, and deepfakes with a high degree of realism (Shao et al., 2024)(Shao et al., 2023), combined with algorithmic microtargeting, presents substantial challenges to information integrity and individual autonomy. Digital platforms, with their attention-based business models, amplify these dynamics, exacerbating polarization and citizen distrust (Diaz Ruiz, 2023)(Otieno, 2024).

To counter these phenomena, coordinated efforts across multiple fronts are needed. In the technological sphere, research into multimodal forgery detection and the development of AI-based fact-checking systems are promising directions (Shao et al., 2024)(n.d.). From a regulatory perspective, greater algorithmic transparency and accountability from digital platforms are required (D’Andrea et al., 2025). Media literacy education and the promotion of critical thinking are essential to empower citizens and reduce their susceptibility to disinformation (Arechar et al., 2022). Furthermore, strengthening cybersecurity and privacy protection frameworks is indispensable to safeguard personal data, which underpins many manipulation strategies (Allahrakha, 2023)(Karpiuk, 2023). The development of interdisciplinary approaches, integrating knowledge from social sciences, technology, and law, is vital for a comprehensive understanding and an effective response to the challenges presented by digital manipulation (Akhtar et al., 2024).

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