Hyperbole in Arabic YouTube: a pragmalinguistic study of artificial intelligence discourse

The emergence of generative Artificial Intelligence (AI) has significantly amplified AI-related discourse on social media, especially among content creators aiming to highlight trendy technologies. This study investigates the use of hyperbolic expressions in AI discourse on Arabic social media, with a focus on YouTube, to understand how AI is perceived by Arabic-speaking audiences. Recognizing the Arab world’s significant presence on social media and the role of language in shaping opinions, this research examines over 3000 YouTube video titles discussing AI topics, employing a mixed-methods approach that combines quantitative and qualitative analysis. The findings reveal that Arabic YouTube videos on AI were scarce before 2017 but surged 15-fold between 2017 and 2018, peaking at over 1500 videos in 2023. The frequency and variety of AI-related terms in video titles grew exponentially, with a 31.67-fold increase from 2016 to 2021 and over 7924 occurrences of common tokens between 2022 and 2024. This growth reflects increasing interest in AI and a shift toward more complex and diverse discourse. Using frameworks by McCarthy and Carter (2004) and Claridge (2010), the study found that 14% of videos contained three or more hyperbolic indicators, with “Extreme case formulations”, “Impossible worlds” and “Disjunction with context” being the most dominant. Single-word hyperboles (54%) were the most common, followed by clausal (20%) and phrasal (15%) forms, aligning with Arabic rhetorical preferences. While hyperbolic language enhances engagement, it risks spreading misinformation. This research provides culturally specific insights into how hyperbolic expressions shape AI perceptions in Arabic contexts, offering strategies for effective communication and audience engagement on social platforms. It highlights the need to balance engaging content with accurate information to encourage informed AI discourse in the Arab world.