Dominant themes and narratives in Finnish media coverage of AI - How does Finnish online news media frame AI adoption and diffusion?
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School of Business |
Master's thesis
Authors
Date
2024
Department
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Mcode
Degree programme
mib
Language
en
Pages
73 + 8
Series
Abstract
Artificial Intelligence (AI) is widely regarded as one of the most transformative technologies of our time, revolutionising various industries and fundamentally altering the landscape of modern business. While the broader societal implications of widespread AI adoption and diffusion are still unfolding, media discourse is a key site where social and cultural negotiations around artificial intelligence take place. Media coverage on new technologies can influence public perception, and slow down or accelerate its adoption and diffusion. It can also influence how policymakers approach its regulation, with public concerns raised in the media prompting legislative action. Employing a social construction of technology perspective, this thesis explores what kind of key topics, frames, and perspectives emerge in the Finnish online news media's portrayal of AI, and what kind of social considerations the media emphasise around adoption and diffusion of artificial intelligence on the societal level. By analysing the dominant themes and narratives in Finnish media coverage, this study aims to uncover the underlying values, assumptions, and concerns that shape the societal integration of AI in the Finnish context. A qualitative study, guided by principles of critical discourse analysis and narrative analysis, of 123 online news articles identified two distinctly dominant themes: AI as a threat and AI transforming work. Furthermore, the findings show that discourses on these themes frame AI adoption in several ways. Narratives were identified that emphasise the negative impact of widespread AI diffusion, including disinformation and fake content, regulatory and governance challenges, ethical issues, and potential job losses. The findings also show positive discourses, with narratives highlighting the value and benefits of AI by discussing its positive overall impact on the job market, increase in productivity, and the shift from mundane tasks to creative work. The underpinning framing common to different narratives is the sense of urgency: organizations and individuals need to adopt AI or risk falling to a disadvantaged position. The findings of this study provide policymakers and business leaders insights into the societal concerns that might impact adoption and diffusion of AI in the Finnish context. Based on these findings, companies and public organizations can gain a deeper understanding about the societal perspectives that can promote the realization of AI's positive economic impacts.Description
Thesis advisor
Schildt, HenriKeywords
technology adoption, discourse analysis, artificial intelligence, social construction of technology