UNESCO Graphic Novel “Inside AI”: Issues of Semiotic Interpretation

Abstract

The article considers the thematic graphic novel of UNESCO “Inside AI: An Algorithmic Adventure” (2022) from the standpoint of the semiotics of culture. This graphic novel was created as part of UNESCO’s work on harnessing new technologies for sustainable development. It is aimed at politicians and young people and explores the impact of artificial intelligence on hu­manity. The graphic novel is divided into episodes, each with a glossary page at the end that intro­duces the main concepts in the field of AI. To analyze this graphic novel, the article uses the ap­proach proposed by the founder of the Moscow-Tartu semiotic school Yuri Lotman. Lotman’s semiotic models are used to analyze the semantic content of concepts related to artificial intelli­gence, as well as his works, which are thematically devoted to the problem of the impact of tech­nology on culture and social life. One of the key social emotions associated with artificial intelli­gence is fear. This emotion is clearly expressed, for example, in the headlines of articles published by various media and devoted to the problems of artificial intelligence. Lotman’s concept allows us to analyze this fear as “fear of the other”. The article puts forward the assertion that interaction with artificial intelligence systems should be based not on fear, but on ethical regulations. The UNESCO graphic novel is intended to be a kind of response to the human fear of artificial intelligence and the social challenge provoked by the use of intelligent systems. The visual form of the novel allows the use of specific expressive means that allow changing the attitude towards artificial intelligence with the help of vivid images and visible metaphors. The article analyzes in detail, with the help of what visual and discursive forms the graphic novel achieves its goal of overcoming the fear of artificial intelligence by forming an understanding of this technology. The graphic novel “Inside AI: An Algorithmic Adventure” is also interpreted in the article as an illustration of some of the provisions of the “Manifesto for Understanding the Digital World” [Bachimont, 2023, web].