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In recent years, Artificial Intelligence (AI) has emerged as a transformative technology, reshaping industries and prompting significant shifts in how businesses operate. The widespread adoption of AI technologies is influenced by various factors, including technological readiness, organizational culture, and external perceptions. Media plays an important role in shaping these perceptions by framing AI in specific ways. Understanding how AI is framed in media and comparing these frames with the perspectives of IT professionals can provide valuable insights into the alignment or discrepancies between public discourse and professional practice. The purpose of this study was to unveil the frames held by Swedish news media, and which of these frames best reflected IT-Professional’s perception of AI. Additionally, we aim to explore the complex interplay of media frames and how such frames potentially shape individual held technological frames of reference surrounding AI adoption. The goal of the study was to contribute to existing research by expanding upon TFR and bridging the existing gap between framing theory, media frames, and AI adoption. We employed a qualitative study with an exploratory, multi-method approach. By drawing inspiration from Framing Theory, we conducted an analysis of Swedish newspaper articles, as well as semi-structured interviews with Swedish IT-Professionals. Our data sample included 946 newspaper articles and 5 interview participants. Through this method, we provided a broader context for the interview findings, which allowed for in-depth insights into how media frames reflect the frames held by IT-Professionals within their professional environments. Based on our findings, we uncovered nine dominant frames depicted in the Swedish news media; Disruptive Technology, Human-Machine Collaboration, Accelerate AI Adoption, Operational Optimization, Ethical Concerns, Regulation & Transparency, Strategize Before AI Adoption, Challenges of AI Adoption, and Dystopian Technology. Additionally, we identified five of these frames to best reflect the perception IT-Professionals had towards AI; Human-Machine Collaboration, Accelerate AI Adoption, Operational Optimization, Regulation & Transparency, and Challenges of AI Adoption.

Diploma thesis "Changing of a Media Coverage of the Iraq War ("Second Gulf War") in a Czech press in the Period 2003-2008" deals with news media position and their activities during the Second Gulf War. The goal of the thesis is to explain the media power during the public opinion influencing. This is the reason why the theoretical part of the thesis deals with a propaganda, agenda-setting function of the mass media and media framing. The Iraq war was the reaction to the September 11th 2001 events and president Bush claimed the war against global terrorism. This is the reason why the thesis deals with sociology of terrorism and connection of terrorism and the news media. Influencing of a public opinion deals with an extensive propaganda campaign of the USA and the UK politics in connection with an agenda-setting function of the mass media by political and media agendas. The goal of the analytical part of the thesis is to find media framing in Czech daily newspapers called Mladá fronta Dnes and Lidové noviny. Quantitative and qualitative research combination is focused on the Second Gulf War changing of media coverage during the six year period started by the allied invasion to the Iraq and ending by George Bush leaving a presidency.

La littérature scientifique estime généralement que les messages médiatiques influencent les perceptions des récepteurs. Ils contribuent ainsi à la formation d’identités et à la cohésion sociale. La recherche au Canada a souvent constaté une divergence de couverture entre les médias québécois et canadiens-anglais. Ce clivage médiatique a été soupçonné d’avoir amplifié les différences entre les deux communautés. Toutefois, la recherche sur les divergences entre la presse francophone et anglophone au Québec reste peu développée. Ce travail se demande si ce clivage médiatique existe également dans le paysage médiatique québécois. À cette fin, nous identifions les cadres (frames) employés par des journaux de langue anglaise et française au Québec, c’est-à-dire les schémas interprétatifs fournis par les médias pour faire sens de l’actualité. Pour vérifier l’hypothèse, selon laquelle le cadrage diverge entre la presse anglophone et francophone du Québec, nous avons analysé la couverture du projet de loi 14 dans dix journaux pendant 50 semaines. Avec une approche mixte, combinant une analyse automatisée et une analyse qualitative selon la matrice (frame matrix) de Van Gorp (2005), nous avons identifié les cadres linguistique, social, politique, pragmatique et souverainiste. Nos résultats montrent que quatre cadres sont mobilisés par la presse anglophone et francophone et que les médias reprennent partiellement les discours de l’autre communauté. Cependant, les deux groupes de médias favorisent différents cadres et les articulent différemment. Le rapprochement des médias anglophones et francophones au Québec est donc limité, entre autres en raison d’expériences historiques divergentes et de l’activisme de journaux communautaires. / It is generally believed that media messages influence the perceptions of audiences. Thus, they contribute to identity formation and to social cohesion. However, research in Canada has often found discrepancies in coverage by Quebec and English-Canadian media. This media divide has been suspected of amplifying the differences between the two communities. Yet, research on the differences between the Francophone and the Anglophone press in Quebec is limited. This thesis poses the question whether a linguistic divide also exists in the Quebec media landscape. For this purpose, we identified the frames mobilized by French- and English-language newspapers. We understand frames as interpretative schemata proposed by the media to make sense of news events. To verify our hypothesis that frames differ in the English and French language media of Quebec, we analyzed the coverage of Bill 14 by ten newspapers during 50 weeks. Using a mixed method, which combined a computer-assisted and a qualitative analysis using Van Gorp’s (2005) frame matrix, we identified linguistic, social, political, pragmatic and sovereignist frames. Our results show that four of these frames were used by both French- and English-language newspapers and that the media partially took up discourses from the other language community. However, the two groups prefer different frames and articulate them differently. The rapprochement of Anglophone and Francophone media in Quebec is thus limited, among other things, by diverging historic experiences and activism by community newspapers.