Inteligência Artificial Generativa (IAG): uma análise de conteúdo exploratória sobre os primórdios da cobertura jornalística no Brasil nos websites Folha de S. Paulo e O Globo

Abstract

This study aims to analyze the journalistic coverage of Generative Artificial Intelligence (GAI) on the websites of Brazil’s two leading national newspapers, Folha de S. Paulo and O Globo. With the global launch of ChatGPT—a tool that marked significant advancements in Artificial Intelligence (AI) technologies—on November 30, 2022, there has been growing collective attention toward the topic of GAI. This exploratory study seeks to grasp and understand how the initial news reports on GAI were presented in Brazil, considering the international public debate, which has been polarized between integrated and dystopian perspectives since then. From the theoretical-methodological perspective of news framing, we assume that the emergence of GAI further amplifies and complicates the contemporary media ecosystem, making it necessary to map the trajectories, approaches, visibility, and silences in journalistic coverage. This study combines documentary research (Moreira, 2011) for data collection—based on publications from Folha and O Globo between December 2022 and June 2023—with hybrid content analysis (Bardin, 2022; Bauer, 2002), resulting in an analytical corpus of 76 information units from Folha and 72 from O Globo. The findings indicate that both news organizations covered GAI in their informative journalistic publications, but with distinct practices and biases. While Folha focused on the topic within its Technology section, aiming to balance impartiality with critical reflections on GAI, O Globo placed its coverage in the Economy section, prioritizing content related to market dynamics, competition among companies, and uncertainties regarding the future of professions.