‘What they’re not telling you about ChatGPT’: exploring the discourse of AI in UK news media headlines

Abstract

This study analyses the discursive representation of Artificial Intelligence (AI) and ChatGPT in UK news media headlines from January to May 2023. A total of 671 headlines were collected and analysed using inductive thematic analysis, theoretically informed by Agenda-Setting theory and Framing theory. The results offer an initial picture of how recent technological advances in the fields of AI have been communicated to the public. The results show that there is a complex and at times paradoxical portrayal of AI in general and ChatGPT as well as other Large Language Models (LLMs), oscillating between promising potential for solving societal challenges while simultaneously warning of imminent and systemic dangers. Further to this, the analysis provides evidence for the claim that media representations of AI are often sensationalised and tend to focus more on warnings and caution to readers, as only a minority of headlines were related to helpful, useful, or otherwise positive applications of AI, ChatGPT, and other Large Language Models (LLMs). These findings underscore the pivotal role of media discourse in shaping public perceptions of AI. The study prompts reflections on news media practices in the United Kingdom and encourages future research to further examine the influence of social, cultural, and political contexts on AI representation during a period of technological change. This research provides relevant insights for policymakers, AI developers, and educators to support public engagement with AI technologies.