Gendered AI: German news media discourse on the future of work

Abstract

In recent years, there has been a growing public discourse regarding the influence AI will have on the future of work. Simultaneously, considerable critical attention has been given to the implications of AI on gender equality. Far from making precise predictions about the future, this discourse demonstrates that new technologies are instances for renegotiating the relation of gender and work. This paper examines how gender is addressed in news media discourse on AI and the future of work, focusing on Germany. We approach this question from a perspective of feminist technology studies and discourse analysis, exploring a corpus of 178 articles from 2015 to 2021 from German newspapers and newsmagazines. The findings indicate that critical AI and gender knowledge circulates in public discourse in the form of specific discursive frames, thematizing algorithmic bias, automatization and enhancement, and gender stereotypes. As a result, we show that, first, the discourse takes up feminist and scholarly discourse on gender and discusses AI in a way that is informed by social constructivism and standpoint theories. Second, gender appears as a—to some extent intersectional—diversity category which is critical to AI, while at the same time omitting important perspectives. Third, it can be shown that there is a renegotiating of the ideal worker norm taking place, and finally, we argue that the gendered frame of the powerful men developer responsible for AI’s risk is a concept to be challenged.