This thesis investigates how artificial intelligence (AI) is framed in relation to artists in Danish news media. Using an inductive, mixed-method frame analysis of 36 articles published between September 2024 and March 2025, the study identifies dominant media frames of AI and discusses their potential societal implications. The analysis is grounded in frame theory and frame effects. The thesis is guided by the following research question: What are the dominant frames used in Danish newspapers to portray AI in relation to artists during the period September 2024 to March 2025, and what are the potential implications of these representations?

The findings showed that the dominant frames of AI were concerned with AI as a threat (64%), AI as a tool (42%), which in turn was contested by a frame of AI as a creator (19%) and the frame of anthropomorphisation (47%). Frames also concerned human-centred artistry (28%), the limitations of AI (28%) and AI as a marker of a cultural shift (61%). The findings illustrated multiple, sometimes conflicting frames, which can reflect a current, uncertain public perception of AI. The frames may further influence public understanding of AI, affecting both trust in and adoption of AI as well as policy-making.

This study contributes to the growing research on the representation of AI and addresses a gap in the research field by analysing the representation in relation to artists in a Danish context. This thesis also calls for further research into the effects and evolution of these representations.