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The advent of generative artificial intelligence technologies has reignited fears of human replacement by machines: four in ten Brazilians are afraid of losing their jobs to AI. The following article revisits discussions from the Frankfurt School — specifically the concept of semi-formation (Halbbildung) by Adorno and Horkheimer, and technological rationality by Marcuse — along with a 25-year analysis of Public Understanding of Science (PUS) surveys, concepts of scientific literacy, and the trend of social media algorithms favoring the distribution of more sensationalist/negative content, to raise hypotheses about the root causes of this phenomenon. The results of an exploratory analysis indicate that the way individuals stay informed on the topic — whether proactively or passively — impacts their perceptions and feelings toward it. Those who consume algorithm-driven content via digital media platforms like YouTube, TikTok, and Instagram are more likely to perceive AI as a highly dangerous technology. In contrast, individuals who adopt a more active approach to seeking information, turning to potentially less sensationalist content produced by experts, tend to hold a less alarmist view.

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Impact of the Information Consumption Culture on Public Perception of Artificial Intelligence

  • 会议论文

  • 发表日期：

    2025年

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  • Adriele Marchesini,
  • Elio Carlos Ricardo

摘要

The advent of generative artificial intelligence technologies has reignited fears of human replacement by machines: four in ten Brazilians are afraid of losing their jobs to AI. The following article revisits discussions from the Frankfurt School — specifically the concept of semi-formation (Halbbildung) by Adorno and Horkheimer, and technological rationality by Marcuse — along with a 25-year analysis of Public Understanding of Science (PUS) surveys, concepts of scientific literacy, and the trend of social media algorithms favoring the distribution of more sensationalist/negative content, to raise hypotheses about the root causes of this phenomenon. The results of an exploratory analysis indicate that the way individuals stay informed on the topic — whether proactively or passively — impacts their perceptions and feelings toward it. Those who consume algorithm-driven content via digital media platforms like YouTube, TikTok, and Instagram are more likely to perceive AI as a highly dangerous technology. In contrast, individuals who adopt a more active approach to seeking information, turning to potentially less sensationalist content produced by experts, tend to hold a less alarmist view.