Artificial Intelligence Neutrality: Framing Analysis of GPT Powered-Bing Chat and Google Bard
Keywords:
AI, artificial intelligence, google bard, bing chat, gpt technology, AI neutrality
Abstract
This study examined neutrality in Artificial Intellignce (AI)-based tools in information dissemination, specifically Microsoft's GPT powered Bing Chat and Google's Bard, across three geopolitical topics. The Gamson and Modigliani framing model was employed for evaluation of the AI responses. Results revealed that while efforts were made to maintain neutrality, subtle Western, specifically American, perspectives persisted in the narratives, challenging the prevalent perception of AI as a neutral technology. These findings indicate that geographical and cultural contexts of AI development may inadvertently influence narrative framing. The study emphasizes the need for incorporating diverse perspectives in AI development and further research into this sphere. Limitations include the interpretive nature of the framing model and potential influence of cultural and academic backgrounds.
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Van Gorp, B. (2007). The constructionist approach to framing: Bringing culture back in. Journal of Communication, 57(1), 60–78.
Calo, R. (2017). Artificial intelligence policy: a primer and roadmap. UCDL Rev., 51, 399.
Diaz, M. (2023, May 30). ChatGPT vs Bing Chat vs Google Bard: Which is the best AI chatbot? ZDNET. https://www.zdnet.com/article/chatgpt-vs-bing-chat-vs-google-bard-which-is-the-best-ai-chatbot/
Edelman, M. J., & Poverty, U. of Wisconsin. I. for R. on. (1977). Political Language: Words that Succeed and Policies that Fail. Academic Press.
Endicott, S. (2023, March 21). You can now test Google Bard, the latest competitor to Bing Chat powered by ChatGPT. Windows Central. https://www.windowscentral.com/software-apps/you-can-now-test-google-bard-the-latest-competitor-to-bing-chat-powered-by-chatgpt
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58.
Faggella, D. (2022, March 10). Achieving Sustainable AI Adoption with the AI Framing Scale | Emerj Artificial Intelligence Research. Emerj. https://emerj.com/ai-executive-guides/ai-framing-scale/
Gamson, W. A., & Modigliani, A. (1989). Media discourse and public opinion on nuclear power: A constructionist approach. American Journal of Sociology, 95(1), 1–37.
Good, D. (2020). The Microsoft Story: How the Tech Giant Rebooted Its Culture, Upgraded Its Strategy, and Found Success in the Cloud. HarperCollins Leadership.
Hansen, T. (2020). Media framing of Copenhagen tourism: A new approach to public opinion about tourists. Annals of Tourism Research, 84, 102975.
Hsiao, S., & Collins, E. (2023, March 21). Try Bard and share your feedback. The Keyword. https://blog.google/technology/ai/try-bard/
Klee, M. (2023, June 9). ChatGPT Defamation Lawsuit: Lawyers Break Down Case Against OpenAI. Rollingstone. https://www.rollingstone.com/culture/culture-features/chatgpt-defamation-lawsuit-openai-1234766693/
Mehdi, Y. (2023, May 4). Announcing the next wave of AI innovation with Microsoft Bing and Edge - The Official Microsoft Blog. Official Microsoft Blog. https://blogs.microsoft.com/blog/2023/05/04/announcing-the-next-wave-of-ai-innovation-with-microsoft-bing-and-edge/
Oxley, Z. (2020). Framing and Political Decision Making: An Overview. Oxford Research Encyclopedia of Politics. https://doi.org/10.1093/ACREFORE/9780190228637.013.1250
Ozmen Garibay, O., Winslow, B., Andolina, S., Antona, M., Bodenschatz, A., Coursaris, C., Falco, G., Fiore, S. M., Garibay, I., & Grieman, K. (2023). Six human-centered artificial intelligence grand challenges. International Journal of Human–Computer Interaction, 39(3), 391–437.
Pan, Z., & Kosicki, G. M. (1993). Framing analysis: An approach to news discourse. Political Communication, 10(1), 55–75.
Rahimi, F., & Abadi, A. T. B. (2023). ChatGPT and publication ethics. Archives of Medical Research, 54(3), 272–274.
Rapp, A., Curti, L., & Boldi, A. (2021). The human side of human-chatbot interaction: A systematic literature review of ten years of research on text-based chatbots. International Journal of Human-Computer Studies, 151, 102630.
Redding, A. C. (2018). Google It: A History of Google. Feiwel & Friends.
Satell, G., & Abdel-Magied, Y. (2020). AI fairness isn’t just an ethical issue. Harvard Business Review, 20.
Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103–122.
Shawar, B. A., & Atwell, E. (2007). Chatbots: Are they Really Useful? LDV Forum, 22, 29-49.
Siau, K., & Wang, W. (2020). Artificial intelligence (AI) ethics: ethics of AI and ethical AI. Journal of Database Management (JDM), 31(2), 74–87.
Soni, J. (2023, June 9). Google Bard vs Bing Chat: Which is the best ChatGPT alternative? - Dexerto. Dexerto. https://www.dexerto.com/tech/google-bard-vs-bing-chat-2172021/
Southern, M. G. (2023, July 3). ChatGPT Creator Faces Multiple Lawsuits Over Copyright & Privacy Violations. Search Engine Journal . https://www.searchenginejournal.com/chatgpt-creator-faces-multiple-lawsuits-over-copyright-privacy-violations/490686/
Ulnicane, I., Knight, W., Leach, T., Stahl, B. C., & Wanjiku, W.-G. (2021). Framing governance for a contested emerging technology: insights from AI policy. Policy and Society, 40(2), 158–177.
Van Gorp, B. (2007). The constructionist approach to framing: Bringing culture back in. Journal of Communication, 57(1), 60–78.
Published
2023-09-06
Section
Articles
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