MeMo:KI – Media analysis
Whether in an educational context, in the world of work or in the automotive industry, AI is placed in different contexts in the media. The media discourse on AI plays an important role in shaping public opinion and will and can shape individual attitudes as well as positions toward the technology.
How many media articles were published in connection with artificial intelligence?
Every month since 2020, our project has analyzed the published articles on the topic of AI in the 34 widest-reach German online and print media. While coverage of artificial intelligence (AI) has been largely constant in previous years, we have seen a remarkable increase in published media articles on the topic of AI since the beginning of 2023, and this trend continues every month. What is particularly striking is that almost all of these reports are dedicated to OpenAI’s chatbot ChatGPT. This shows an increased interest in ChatGPT and growing importance of AI in the media landscape.
Which topics were particularly present in media coverage of artificial intelligence?
With our analyses, we also investigate which topics (focal points) dominate media coverage. In recent years, we have been able to show that the thematic focus in media coverage has been primarily on the economic sphere and, in particular, on the economic efficiency gains from AI. Reports on the opportunities of the technology predominate, while risks are mentioned less.
Which top 5 topics are currently dominating?
In our analysis of topics, we also determine the top 5 topics that have particularly dominated German media coverage each month. On the one hand, this shows directly how many articles were published in connection with artificial intelligence in that month and whether there were more than in the previous month. In addition, the five topic blocks that dominate each month can be compared. Currently, the focus in all topic areas is strongly on the coverage of ChatGPT from OpenAI, regardless of the respective content focus.
2023
What exactly was going on? Here you can find examples from the top topics:
2022
2021
How was media coverage undershadowed?
On the methodology of the media content analysis
The basis of the content analysis is the publications of the media listed above in each month. For the analysis, all articles are selected that list the terms “AI” or “artificial intelligence” in the title, subheading or first paragraph (the so-called “lead”). How many articles meet this criterion is published each month. The arrow indicates whether more or fewer articles have been published on AI than in the previous month.
The coding team then examines the articles based on title and lead and assigns exactly one topic category per article. With the help of these classifying categories, we can make visible which topics dominate the coverage each month, or which topics occur less. The collected articles are also scientifically evaluated using further automated and manual analysis procedures, and the data collected about them is processed in specialist publications.
Which print and online media were studied?
As part of the research project, the 34 print and online news media in Germany with the largest market shares were examined in terms of content analysis. These include regional and national news media as well as trade and online media.
Which categories were the articles assigned to?
At this point you can have a look at the exact categories we have defined for the coding of the top topics. Various examples can clarify the assignment of the articles to the categories.
Why is the study of media coverage important?
Together with findings from the survey studies, indications of blind spots for science and technology journalism can be identified. Journalists can critically reflect on their work and come across topics that are systematically less covered in the media. The data are also relevant for the effectiveness of strategic communication by civil society and scientific institutions: They can become the basis for achieving balanced(r) coverage and for ensuring that AI design that is oriented toward the common good is discussed to a similar extent as, for example, topics that come from the business sector.
The Team
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