The effects of anthropomorphic framing on senior news consumers’ attitudes towards health AI systems: a mediation of psychological distance

Introduction. Mass media plays a critical role in demonstrating the advancements of AI technologies to the public. Anthropomorphic framing, a verbal technique involving attributing human characteristics to non-human entities, has been increasingly adopted to describe various health AI systems, but there still lacks empirical evidence regarding its effectiveness in enhancing AI acceptance among senior news consumers. Method. This study conducted a controlled experiment based on a single-factor (human- vs. machine-like framing) within-subject design. 37 senior participants were asked to watch short-form video news discussing health AI systems, and their attitudes towards, intentions to use, and psychological distance from health AI systems were measured using appropriate scales. Results. Describing a health AI system like a human being elicited more positive attitudes towards AI among the elderly, which further increased their intentions to use AI. The positive effect of anthropomorphic framing on AI attitudes was mediated by psychological distance. Conclusions. Anthropomorphic framing has great potential in the AI literacy education for older adults. This study not only extends research on AI anthropomorphism but also provides practical implications for media outlets to create persuasive news content.