How Do We Handle Imaginaries? Understanding Audiences and Users Engagement With Perceived Societal Impacts Of AI Technologies On Job Displacement

Sammanfattning

In the 21st century, technological advancements have profoundly influenced various aspects of human life, enhancing both quality and efficiency. The emergence of Facebook in 2004 marked the dawn of the social media era, while the launch of Apple’s iPhone in 2007 revolutionised the mobile phone industry. Entering the 2020s, the spotlight has shifted towards Virtual Reality and Artificial Intelligence (AI), with the introduction of the Metaverse positioning itself as the future of the Internet. Furthermore, the debut of ChatGPT in November 2022 has catalysed a paradigm shift in the technology sector by enabling sophisticated conversations between humans and AI, underscoring the era’s rapid technological evolution. This thesis explores the influence of social and media imaginaries on how professionals in the technology and creative industries engage with artificial intelligence (AI) narratives regarding job displacement. Focusing on a digital platform Reddit, particularly the subreddit r/futurology, this research integrates semi-structured interviews with industry professionals and thematic analysis of online discussions. It unveils the nuanced interplay of emotions and perspectives that shape professional engagement with AI narratives. The study particularly highlights the role of techfluencers as one of the factors moulding professionals’ understanding and engagement, influencing their perceptions of AI’s impact on employment. The findings reveal that while techfluencers contribute to shaping the imaginaries, the actual engagement with AI narratives varies significantly, reflecting a broader range of individual concerns and industry-specific considerations. By analysing these dynamics, the thesis offers deeper insights into how media narratives and influencer communications guide industry-specific perceptions of AI, advocating for a more nuanced discussion that reflects the complex implications of AI across different sectors. The research contributes to media and communication studies by demonstrating the critical role of digital platforms in shaping professional conversations about technological impacts, suggesting pathways for more informed and balanced public dialogues about AI’s future role in the future of work.