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Why perpetuate negative narratives?

Why does the media tend to perpetuate negative narratives when it comes to AI?

The media plays a pivotal role in shaping our perceptions of AI.

The narrative is controlled by the conceived story by the author, how this is expressed, paired with discourse and interpretation, which then produces the perceived story for the reader [Brad Groznik].

Image by Brad Groznik

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AI Ethics, Inclusion & Society

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It is, therefore, easy to get caught up in dramatic headlines.
In reality, what we absorb is the prevailing narrative of those “in charge” of AI (e.g. big tech companies, wealthy individuals, tech media experts). In other words, popular perceptions of AI are moulded by subjective viewpoints.
We often encounter the doomsday narrative because it is sensationalist and, therefore, exciting. Humans have been fascinated with the possibility of our own destruction since well before the advent of AI.

But why perpetuate negative narratives? Who or what do these apocalyptic images serve?

In the 2024 op-ed, “AI Safety Is a Narrative Problem“, Rachel Coldicutt OBE, technology and ethics expert, explores these questions in depth, making accessible statements about media narratives around AI and why these matter.

1. Extreme narratives are easy to understand

”Simplification of this nature – that removes jargon and complexity and focuses on a single outcome – is much easier to fit on a TV…than more well-balanced, representative opinions”.

It is a lot more engaging (and exciting) for the general public to view AI from a Terminator-like perspective, because we quickly understand that simple narrative and have easy reference points to hold onto.

2. Prior assumptions are important reference points

‘‘It [media] inherits prior assumptions from well-known dramatic forms”.

A negative approach provides a narrative that we are all familiar with (these have been around since the time of Epic Poetry) in which heroes battle a common enemy, a malevolent and unseen force (in this case AI) – because we fear what we do not understand. We fear the “other”.

3. Element of urgency

”It [negative narrative] is imbued with urgency and so becomes difficult to ignore”.

AI is rapidly developing and is pervasive everywhere, so it is hard not to have conversations about it, especially when AI could potentially have negative impacts. This does not leave much room for more optimistic narratives around AI in popular culture.

4. Myth-making is a tool of power

”This myth-making and rhetorical bluster is just a narrative trick: the hidden object is not a technology but a bid for power. This plot twist is familiar from Greek myths, cautionary tales, and superhero stories, and it’s highly compelling to journalists because most technology news is boring as hell. The elite who complain and catastrophise on AI and the existential threat it poses is the view of the few. The ability to fear the unknown – and the future – is a universal feeling of which the people at the top use to their advantage. To change how we view AI, we must also alter the narrative.”