Deserialisation (in this context) is the act of decoding data from some "string representation" to a representation suitable for use, typically a native format.
Typically, although this depends on the specific encoding, a parser is required as one of the first stages of a deserialiser; normally a parser refers to something which applies the rules of something as least as complex as a CFG, as opposed to a lexer/scanner which typically just applies regular expressions; a combination of the two allows the serialised format to be interpreted.
You can show quite easily that JSON (and indeed any CFL) cannot be "parsed" using a lexer alone.