Медийни наративи за изкуствения интелект (резултати от проучване на онлайн медиите в България)
Media narratives about artificial intelligence (Results of a survey of online media in Bulgaria)

Author(s): Iliana Pavlova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: artificial intelligence; AI; narrative; online media; journalism
Summary/Abstract: The article presents the results of a study of the dominant narratives about artificial intelligence (AI) in Bulgarian online media. Through content analysis, the study identifies key themes, sentiments, and framing techniques used by Bulgarian media during the period 1.02.-31.03.2025 when covering artificial intelligence. The results show that artificial intelligence is presented as a transformative technological advance, but also as a potential threat to society. Most of the narratives focus on innovation, economic potential, education, and global competitiveness, while issues such as ethical risks, data privacy, and workforce displacement receive relatively less attention.

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