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AI Cheerleaders: Public Relations, Neoliberalism, and Artificial Intelligence

Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism, and artificial intelligence. Public Relation Inquiry, 8(2), 109-125. https://doi.org/10.1177/2046147X19835250

The article aims to prove that public relations’ professional habitus is prejudiced by the neoliberalism and to explore how public relation is supporting artificial intelligence discourses. This has been done by including the promotion of AI artificial intelligence in national competitiveness along with ‘friendly’ artificial intelligence to the clients, during the promotion of internet inequalities. However, the article is combining public relations scholarship and neoliberalism and can be located in terms of other public relations scholarships with the help of the latest neoliberalism’s interrogations in respect to the political economy. This helps in exploring the latest efforts of public relations to validate the discourses of neoliberalism. This can further be understood by recent communications as well as public relations scholarship on artificial intelligence and automation.

For considering the efforts of public relations to normalize the artificial intelligence into daily life and how the aura of artificial intelligence is changing day by day; the areas of argument in the article is revolving around the public relations and neoliberalism. The first point of argument encompasses the neoliberalism that is a principle that assertively recognizes itself with the future and how this neoliberalism is influencing the public relations. Furthermore, the arguments are about the voices that have been privileged by the efforts of public relations for normalizing the artificial intelligence as one of the neoliberal ideals, voices that have been marginalized and regarding the implications of privileging and marginalizing for the targets of an ethical practice of public relations. For proving the things and making the arguments stronger the author has first analyzed and went through the historical links of public relations with the voice that are in market-led discourses and then arguing by explaining the types of public relations that are consistently providing privilege to the community voice above others. Later on, the article explores a variety of ways in which public relations has been used for the normalization of artificial intelligence as neoliberal discourse followed by considering the wider ethical and legal insinuations of the uncompromising support of public relations for the discourse of artificial intelligence.

My position in relation to the article is of a reader and as a reader, the purpose of a critical analysis of an article is the examination, explanation, and defending my personal reaction to the content. The critical reading of any article is asked to explore why the reader likes or dislike the context, explaining whether the reader agrees or disagrees with the author of the given article, identifying the purpose of the text, and criticizing the text. As a reader, it is crucial to reveal an understanding of the reading and explaining it clearly along with supporting the responses. The significant role of a reader in dispensation and learning from the given informational text, and to reveal as in extensive research. There is a theoretical agenda for related attributes of the processing of the readers; These related attributes entails three areas of focus for processing and they are understanding, monitoring, and evaluating, apart from this there are five more types of the processing behaviors and this includes the utilization of schemes, metacognition, observing, setting of a goal, pursuit, and implementation of prior knowledge. However, the related attributes of the products encompasses psychological demonstrations of the text that includes textbase, text situation model, situation model of an event, along with the author model and the demonstration quality.

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