The generic uniqueness of AI imagery: A critical approach to Dall-E as semiotic technology

Abstract

This article addresses a major change emerging in visual communication worldwide: The advent of generative AI imagery. Rooted in Multimodal Critical Discourse Studies and Semiotic Technology Studies, the article scrutinizes how AI-generated images exert power with regards to the meaning-making choices that are afforded by Open AI’s software for generating visuals: Dall-E3. Using prompts to generate images of teenagers as a case in point, the results revealed that the “the canonical repertoire” of generative AI imagery constitutes four main semiotic principles, which are critically explored and discussed: Authenticating Contextualization, Conformist Diversity, Innovative Surrealization, and Promotional Positivity.