Sectoral framing of ai-workforce dynamics: A qualitative study of Turkish business media discourse

As 'artificial intelligence' (AI) technologies become widespread in the business world, how this transformation is represented in media has gained critical importance. This study systematically analyzes how Turkish business media frames the impact of artificial intelligence on the workforce during the 2020-2025 period. The research examines 978 texts collected from six leading Turkish business publications using thematic analysis methodology. Findings reveal that AI coverage increased dramatically over the five-year period and the fundamental character of media discourse has undergone significant transformation. Turkish business media predominantly frames AI as a sectoral transformation opportunity rather than presenting it as a direct employment threat. Media discourse emphasizes technological infrastructure, future predictions, and investment ecosystem, while job creation potential surpasses job loss concerns. The human-technology collaboration model has been adopted as the dominant approach. The study's main contribution is identifying that AI is presented through an "embedded optimism" approach in media. Workforce impacts are framed not as a separate problem area but as a natural component of comprehensive business transformation. These findings offer significant implications for managerial decision-making processes, corporate communication strategies, and technology adoption policies. Research results reveal that Turkish enterprises can leverage the supportive role of media discourse in AI implementation but need to adopt more balanced approaches in risk management and ethical dimensions. The study also provides methodological contribution for examining technology media discourse in emerging economies. The research illuminates how Turkish business media constructs understanding of one of the most significant technological transformations of our time, providing insights that enhance both theoretical knowledge and practical wisdom about AI adoption and workforce transformation in emerging market contexts.