Artificial Intelligence and Journalism : A Multimodal Critical Discourse Analysis of the Instagram page @brut_ia

Abstract: The rise of digital journalism on social media platforms is increasingly becoming a major source of information, notably for young audiences. However, the development of AI technologies is posing questions on the accountability and veracity of the digital content produced but also on the discourses conveyed. Taking the case of the French Instagram page @brut_ia using AI technologies as a news object and content creation tool, this work analyzes the insights of the account’s production and discourses and their reframing of the AI and Journalism relationship through a Multimodal Critical Discourse Analysis adapted from Fairclough’s model. Using Digital  Journalism Logic and Computational innovation as well as Visual Journalistic Discourse and News values, the results highlight a mix of traditional and novel journalistic practices alongside a predominantly positive and entertaining discourse on AI influenced by Instagram platform logic. Overall, this research highlights how the account production and discourse over AI technologies impact news communication, presentation, and promotion, not without raising some limitations.