A Critical Discourse Analysis of Artificial Intelligence in Gates' Social Media Content

Abstract

Artificial intelligence (henceforth, AI) is one of the most remarkable topics on social media platforms. The current study aims to investigate the representation of AI in Bill Gates’ social media content to uncover the hidden ideology of one of the most influential figures in the field of AI technology. Furthermore, critical discourse analysis (henceforth, CDA) examines the relationship between language, ideology, and power in various social and cultural contexts. The study aims to answer the following questions: 1- What are the lexical devices that are used to represent Artificial Intelligence (henceforth, AI) in Gates' social media content to construct the "self "and the "other"? 2- How is intertextaulity utilized in social media in terms of ideology and the construction of "self" and "other"?

The researcher forms an eclectic model of CDA using Fairclough’s (2001) three-dimensional model and Van Dijk’s (1995) ideological square model. Based on the findings, the study concludes that the examination of lexical devices reveals the way the "self" represents his AI technology and its benefits to the world. While the representation of "other" is illustrated in the environment that surrounds AI technology.