Linguistic Framing and Ethical Implications in European Digital Transformation Narratives: A Critical Discourse Analysis
Linguistic Framing and Ethical Implications in European Digital Transformation Narratives: A Critical Discourse Analysis

Author(s): Ahmad Ali
Subject(s): Politics / Political Sciences, Economy, Political Theory, Governance, Politics and communication, Politics and society, EU-Approach / EU-Accession / EU-Development, ICT Information and Communications Technologies, Business Ethics
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital transformation; critical discourse analysis; AI ethics; innovation narratives; entrepreneurship; linguistic framing
Summary/Abstract: The paper discusses the European Union digital transformation and argues that the talking is shaped by linguistic framing which legitimizes particular technological and ideological agendas and marginalizes alternative perspectives. The study examines EU policy documents, innovation reports, startup communications, and speeches produced between 2020 and 2025. The analysis demonstrates that innovation is consistently framed as inevitable, beneficial, and essential through strategic lexical choices, metaphorical constructions, and narrative structures. The findings also reveal that dominant English language discourse privileges market-oriented and Anglo-centric perspectives and restricts pluralistic participation in digital policymaking. The paper concludes that current digital transformation narratives require greater ethical reflection, linguistic inclusiveness, and democratic participation.

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