Media Literacy and Artificial Intelligence In Online News Reports in Serbian

This research paper explores trends and journalism language patterns in online news discourse related to Artificial Intelligence (AI). In this research, the qualitative method of media discourse analysis is applied. The corpus of analysis includes a total of 258 online news articles on AI in Serbian from Danas (179) and Politika (79), from November 1, 2023 to January 31, 2024. This paper aims to analyse the language use of terminology of AI in the Serbian language news reporting, as part of media literacy. The articles analysed emphasise the benefits of AI in different areas of human life (such as politics, economics, medicine, culture, music industry), but also indicate the negative effects that AI may have. Our results show that journalists use the terminology of AI in different ways: some terms from the English language are adapted to the system of the Serbian language at the level of form, while others are adapted by the combination of transshaping and translating. A large number of software and company names is wrongly used. This study signifies the importance of media content creation in terms of language use and AI terminology in Serbian, and the preservation of language culture in journalism.