This project set out to explore how media outlets might deliberately use fearmongering tactics on pertinent topics to drive views and clicks, rather than accurately presenting the positive aspects and realities of the situation. Specifically, it examined the portrayal of artificial intelligence in three major UK news sources: the BBC, The Times and The Telegraph. By analysing the content these outlets publish and comparing it with public perception, the project aimed to uncover intriguing insights into media influence and public understanding.

The project began by identifying a problem area: the potential bias and fearmongering in media portrayals of AI and job displacement. This focus enabled the exploration of how media may prioritise sensationalism over accurate representation, impacting public perception.

The research utilised both quantitative and qualitative methods. Quantitatively, surveys were conducted to gather empirical data on public perceptions of AI and job displacement. Qualitatively, sentiment analysis was performed on headlines from BBC, The Times, and The Telegraph to examine the emotional tone and potential bias in media portrayals of AI.

Data was collected from various articles and headlines from the selected media sources, spanning a specific time period. The survey data included responses from diverse demographic groups, providing insights into public awareness and concerns about AI. The sentiment analysis categorised headlines into positive, negative, or neutral portrayals to understand the media's stance on AI and job displacement.

The research integrated perspectives from media studies, data science, and psychology. Media studies provided the framework for content and sentiment analysis, data science facilitated the processing and analysis of large datasets, and psychology offered insights into the impact of fear-inducing narratives on public perception.

The synthesis involved combining the quantitative survey results with qualitative sentiment analysis to form a comprehensive understanding of media portrayals of AI. This approach allowed for a nuanced interpretation of how media bias and sensationalism influence public perception, highlighting the need for balanced and accurate journalism.

The outcome of this project was a comprehensive analysis titled "AI in the Headlines: Media’s Power Over Public Perception." The study revealed that media coverage significantly influences public perception of AI, often leaning towards fearmongering, particularly in The Times and The Telegraph, in contrast to the BBC's more balanced reporting. The survey data highlighted that the most common public fears included job displacement, reduced human interaction, and ethical concerns, often exacerbated by media narratives. The conclusion emphasized the necessity for balanced, fact-based reporting and increased public education to reduce unwarranted fears and foster a more informed understanding of AI.

Through this project, I learned the profound impact of media on shaping public perception and the importance of balanced journalism. My key takeaway is the necessity for media literacy and critical thinking among the public to discern sensationalism from factual reporting. Beyond the final outcome, I am most proud of engaging with research methods to investigate a very prevalent topic within reality. The research used provided a comprehensive understanding of media influence on AI perceptions.