AI DISCOURSE ANALYSIS
Hyperbole in Arabic YouTube: a pragmalinguistic study of artificial intelligence discourse
This study analyzes the use of hyperbolic expressions in AI discourse on Arabic social media, specifically YouTube. It reveals an exponential growth in AI-related video content, particularly post-2022, and identifies key characteristics and types of hyperbole used by content creators. The research highlights how exaggerated language attracts attention but also risks spreading misinformation, underscoring the need for balanced communication.
Key Executive Impact Metrics
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AI Video Growth (2017-2018)
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AI Videos in 2023
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of videos with 3+ hyperbolic characteristics
Deep Analysis & Enterprise Applications
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Temporal Trends
Hyperbolic Characteristics
Hyperbolic Types
Implications & Recommendations
The number of Arabic YouTube videos discussing AI topics surged 15-fold between 2017 and 2018, peaking at over 1500 videos in 2023. This exponential growth, largely influenced by the release of ChatGPT in late 2022, indicates a burgeoning interest in AI among Arabic-speaking audiences. The frequency and variety of AI-related terms in video titles also increased significantly, reflecting a shift toward more complex and diverse discourse.
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Increase in AI-related terms (2016-2021)
Analysis using McCarthy and Carter (2004) framework revealed that 14% of AI-related Arabic YouTube videos contained three or more hyperbolic indicators. 'Extreme case formulations and intensification' (25%) and 'Impossible worlds' (24%) were the most dominant characteristics, indicating content creators use exaggerated language and far-fetched scenarios to capture attention and convey the transformative impact of AI. 'Disjunction with context' (22%) also appeared frequently, showing claims often disconnected from reality.
Dominant Hyperbolic Characteristics
Extreme Case Formulations (25%)
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Impossible Worlds (24%)
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Disjunction with Context (22%)
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Relevant Interpretability (21%)
Claridge's (2010) classification showed single-word hyperbole was the most prevalent (54%), followed by clausal (20%) and phrasal (15%). Numerical hyperbole (5%), comparison (2%), and superlative (3%) forms were less common, while repetition was entirely absent. This preference for single-word hyperbole reflects a trend toward concise and impactful language, while the absence of repetition aligns with Arabic rhetorical conventions valuing brevity.
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Example of Single-Word Hyperbole in Arabic AI Titles
Titles like "توقعات الذكاء الاصطناعي عن مستقبل البشرية! صدمة)" (Artificial intelligence predictions about the future of humanity! (Shocking)) effectively use single-word hyperbole. The term 'صدمة' (Shocking) provides immediate emotional impact, making the title more striking and memorable. This aligns with findings that content creators leverage strong adjectives and adverbs for quick comprehension and audience engagement. The use of 'Shocking' creates immediate emotional impact.
The dual-edged nature of hyperbole in Arabic AI discourse means it captures attention and promotes engagement but risks spreading misinformation and unrealistic expectations. Content creators need to balance engaging storytelling with accurate representation of AI. Future research should explore algorithmic influences on content creation, audience reception metrics (beyond likes/comments), and multimodal discourse analysis incorporating text, images, and audio.
Balancing Engagement & Accuracy
While hyperbole effectively grabs attention for AI topics, especially in a fast-paced environment like YouTube, there's a significant risk of misleading audiences about AI's capabilities and ethical considerations. For instance, titles using 'impossible worlds' can create unrealistic expectations. The study highlights the need for creators to prioritize accurate information alongside engaging narratives to foster informed AI discourse in the Arab world. Creators must balance engaging narratives with accurate information.
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Our Strategic Implementation Roadmap
A phased approach to integrate data-driven insights from AI discourse analysis into your enterprise communication strategy.
Phase 1: Discovery & Strategy
Initial consultations to understand your business needs, existing AI infrastructure, and define strategic objectives for hyperbolic content analysis. Includes a detailed audit of current communication practices on social media.
Phase 2: Data Collection & Model Training
Leveraging advanced scraping tools and NLP techniques to gather and preprocess AI-related content from target platforms. Training custom models to identify and classify hyperbolic expressions based on established linguistic frameworks.
Phase 3: Analysis & Insight Generation
Applying the trained models for deep analysis of hyperbolic characteristics, types, and their temporal trends. Generating actionable insights on audience engagement, potential misinformation risks, and cultural nuances in Arabic AI discourse.
Phase 4: Reporting & Strategic Recommendations
Delivering a comprehensive report with findings, visualizations, and culturally specific communication strategies. Providing recommendations for optimizing content creation to enhance engagement while maintaining accuracy and credibility.
Phase 5: Implementation Support & Monitoring
Assisting with the integration of recommended strategies into content creation workflows. Ongoing monitoring of content performance and audience feedback to ensure continuous improvement and adaptation.
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