Artificial intelligence in modern media discourse: strong, weak, personal

The article contains an attempt to reconstruct the linguistic image of new technologies in the current media discourse, where the discussion of neural networks and AI has become the main trend. The authors apply complex discursive, corpus and content analysis in structuring semantic fields and microfields in the thematic group “Artificial Intelligence”. According to the data obtained, the nodes of the thematic field of AI presented in the media are the clusters “technology”, “algorithm of intellectual activity”, “operating system” and “actor competing with a person”. The analysis of collocations made it possible to determine the conceptualization of AI in the social, economic, scientific, technological and creative spheres. There is a significant opposition between intelligence and reason (artificial and machine). AI appears in three guises in the analyzed contexts: strong, weak, personal. Strong AI prevails, as evidenced mainly by the position of the subject occupied by the nomination. In the media discourse, the machine is personified, endowed, as indicated by compatibility and contextual synonymy, with reason, consciousness and subconsciousness, memory, feelings, turning into a global brain capable of making decisions and creating new intellectual values. The opposition of intelligence and reason (artificial and machine) is highlighted. In the analysis of the intersections of the thematic groups “Artificial Intelligence”, “Science and Technology”, “Risks” the authors see further prospects for research.