This essay examines how ethics washing, the use of ethical rhetoric in the IT industry, takesform in the visual medium by analyzing leading AI corporation OpenAI ́s website.By first giving a background in the pitfalls of developing and creating ethical AI, this essaycontinues by looking at how visual symbols can be means of greenwashing in communication,as well as presenting the framework of ethicswashing by Peter Seele and Mario D. Schultz. Inmy semiotic analysis I look at the timeframe of the OpenAI website from non-profit startup2018– to global actor and capped profit corporation of april 2024. The results show that manyof the visual strategies used by OpenAI are connected to key points on ethicswashing. There isstill a need for broader research into these themes to truly confirm results. At the end I discussthe use of ethicswashing to avoid regulation and that in order to be truly safe and ethical thecorporation also needs to focus on the consequences of how the tool is made.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68974 |
| Date | January 2024 |
| Creators | Sigurd, Love |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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