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Umar Mansyur
Universitas Muslim Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Conceptual operation strategies of artificial intelligence metaphors in Indonesian mass media: A cognitive linguistic study Mansyur, Umar; Jufri
LITERA Vol. 24 No. 3: LITERA (NOVEMBER 2025)
Publisher : Faculty of Languages, Arts, and Culture Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ltr.v24i3.83275

Abstract

This study aims to analyze the conceptual operation strategy of artificial intelligence (AI) metaphors in Indonesian mass media using cognitive linguistic studies. This research uses a qualitative approach with Christopher Hart’s Cognitive Linguistic–Critical Discourse Studies (CL-CDS) analysis method. Data sources came from online mass media articles that have a major influence on public opinion in Indonesia. Data were collected using documentation study techniques and analyzed using four CL-CDS strategies, namely structural configuration, framing, identification, and positioning. The results indicate that AI metaphors in mass media not only frame the way humans perceive AI capabilities and functions but also reflect the ideology and power behind current technological developments. This demonstrates the use of technological ideologies to support an agenda that enlarges society’s dependence on technological systems controlled by large corporations or the state while reinforcing existing power structures. This research contributes to providing insights for media practitioners, policymakers, and academics on the effective use of metaphors in conveying information about AI while considering its ideological and social impacts. Future research recommendations include analyzing the role of social media in framing AI, as well as investigating the ethics and social impact of AI discourse in the mass media.
Co-Authors Abd Majid Agusriyanto, Agusriyanto Ahmad Fuad Ansyari* Akmal Hamsa Andi Hudriati Andi Puspitasari As'ad, Ihwana Asman Asman Aulia Annisa Awaluddin Syamsu Ayinun Mardhiati Daris, Mega Asfirawati Dewi Gita Dolly Indra Hesti Tahir Ihramsari Akidah Ihramsari Akidah Ihramsari Akidah Akidah Indah Sari, Nurul Juanda*, Juanda Jufri Julfahnur Kasma F. Amin lilis nurhayati Lutfi Budi Ilmawan Marhani Muhajir Muhajir Muhammad Syahril Sabirin Muin, Nurmiah Muli Umiaty Muliadi Muliadi Muliadi Muliadi Muliadi Muliadi Nisdayanti Nisdayanti Nofitasari Nurfadia Nurfathana Mazhud Nurmiah Muin Nurul Istiqamah R., Mantasiah Rabiah, Sitti Rahmat Rahmat Ramdan Satra Rizkariani Sulaiman Rusdiah Rusdiah Sari, Nurul Indah Sitti Rahmawati Sitti Rahmawati Sulaiman, Rizkariani Sulastri Sulastri Taufik Hidayat Waode Fitriyan Suri