Ninth International Conference on Communication & Media Studies

Abstract

This paper focuses on narratives about AI, providing an overview on how semiotics can analyze and decode values, meanings, and messages conveyed by texts representing AI. Both fictional narratives (films, TV series, advertisements) and realistic discourses (newspapers, scientific articles, documentaries) contribute to shaping our perception of a world where humans increasingly interact with new technologies. Regarding artificial intelligence, the prevailing imaginaries that emerge, with expressive variations depending on the type of discourse, are predominantly dystopian in nature. From fictional universes to news stories, the focus lies on the negative aspects, fears, and potential consequences of increasing AI usage. The dystopian scenario often evolves into a desirable one when the machine acquires human-like characteristics. Similar narrative trajectories, from robotic/dystopian to human/utopian, are also found in advertising, where the inherent dystopia of robots/machines is diminished or eliminated by attributing human characteristics to the robots themselves. This process gives rise to new myths that require scrutiny, as they underpin our understanding of what it means to be human in the age of AI. Apocalyptic scenarios, fueled by collective passions that intensify through social networks, can dominate the discourse, often overshadowing rational analysis and expert opinions. Adopting the semiotic perspective, we can better understand the dialogue between media discourses and their implications, facilitating a more nuanced and informed understanding of the complex relationship between humans, technology, and science in the era of AI.