Power dynamics in AI discourse. A case Study of the discourse in German policy, media, and social media from 2012 to 2021.

Artificial Intelligence (AI) technologies were accompanied by growing attention by the public discourses in the last decade. Media and political discourses have drawn academic interest due to their potential to shape AI’s trajectory through their influence on research, funding, and technology adoption. However, the mutual influence between these two spheres in shaping AI development has received limited attention. This dissertation addresses this gap by analysing the interplay between media and political actors in the German discourse on AI during its formative phase from 2012 to 2021.
To achieve this, the study introduces a theoretical framework combining the concepts of agenda-setting and discursive power to analyse the power dynamics within AI discourse. A mixed-methods approach was used, comprising content analysis and topic modelling to map the discourse across traditional media, policy documents, and Twitter accounts from German media and political actors. Additionally, frame and speaker analyses were conducted on two subissues, namely AI regulation and Sustainable AI.
The findings reveal a shift in media and social media discourse as political actors began formulating AI policies, leading to a hype cycle between 2018 and 2020 and a thematic shift toward economic and political dimensions of the discourse. In discussions of AI regulation, influential entities such as the EU and Big Tech corporations played important roles, framing the discourse to suit their strategic interests. The Sustainable AI discourse emphasised AI as a solution to societal challenges, a framing dominated by corporate and political actors.
This dissertation not only provides a nuanced understanding of how AI technologies are framed in public discourses but also demonstrates the interconnected roles of media and politics in shaping emerging technologies. By integrating agenda-setting with the concept of discursive power, the study advances a framework for examining technological developments and contributes to theoretical and practical understandings of AI discourse.