SYNTHETIC REALITIES
Understanding AI-generated visual vaccine misinformation
Dr Sam Martin is a UKRI Smart Data Research Fellow at Manchester Metropolitan University, investigating how AI-generated visual misinformation shapes public vaccine discourse.
Her fellowship develops Synthetic Discourse Analysis (SDA), a new methodology integrating AI detection tools with qualitative discourse analysis and community-participatory methods.
The project tracks how synthetic content enters, spreads, and disrupts health conversations across six major platforms, and works with affected communities to build resilience.
Funded by ESRC through Smart Data Research UK, 2026-2027.
Smart Data Research UK Fellow: Manchester Metropolitan (Funded by: ESRC/UKRI) | Senior Research Fellow: University of Oxford | Honorary Fellow: UCL RREAL Lab
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