A Representation of AI Technology in Turkish News Media and YouTube Journalism

The rapid integration of artificial intelligence (AI) into various domains has led to significant social, political, economic, and cultural transformations, making it a central topic in media discourse. This study examines how AI is represented and reflected in Turkish news media and YouTube journalism, which has emerged as an alternative to traditional news outlets. By analyzing AI portrayals in mainstream news, digital native news and user-generated content, we aim to uncover the social meanings attached to AI and explore how news media self-reflects on this disruptive technology. Our research is guided by three interrelated questions: How is AI framed in Turkish news media and YouTube journalism? What social meanings are attributed to AI through media discourse? How does Turkish news media engage in self-reflection regarding AI’s impact on journalism? Utilizing media spectacle theory, representation theory, and the semiotics approach we argue that AI is not only a technological phenomenon but also a cultural construct shaped by ideological and discursive frameworks of language. Using qualitative content analysis and discourse analysis as a multi-method approach, we identified key themes in AI-related news and discussions, including fears of automation, ethical dilemmas, and its implications for media production and reception. AI’s media representation aligns with broader concerns regarding its influence on democratic discourse and public opinion. Our findings empirically suggest that AI's portrayal in Turkish news media is shaped by a tension between optimism and skepticism depending upon the news’ narratives, reflecting the broader socio-political anxieties embedded in Turkish society. Furthermore, we explore the semiotic dimensions of AI narratives, highlighting how media serves as both a mirror and a mediator of social consciousness as an agent of metaculture. This study contributes to the growing body of research on AI and media by offering a nuanced perspective on its representation within a specific national context. By situating AI within a broader technocultural discourse, we underscore its role in shaping the future of journalism and new truth regimes as a part of political communication. Ultimately, our research raises critical questions about media ideology, metanarratives, and the role of AI in redefining the boundaries of truth and representation.