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Previous studies have predominantly examined the representation of artificial intelligence in fictional literature, revealing a notable gap in analyzing cinema as an influential medium. The period before 1990 marked the onset of fundamental shifts in communication technologies and the public’s perception of technology, while the era after 2010 witnessed artificial intelligence becoming widely integrated into everyday life. These two historical ruptures have generated significant semantic transformations in cinematic portrayals that demand precise comparative and theoretical analysisThis study aims to conduct a comparative analysis of the “representation of artificial intelligence” in world cinema during the periods before 1990 and after 2010. Its central research question investigates the conceptual, narrative, character-development, and cultural-discourse differences and similarities surrounding artificial intelligence across these two eras. Twenty films (ten from each period) were selected based on their global acclaim and the centrality of artificial intelligence in their narratives. These films were analyzed using Saussurean–Peircean semiotics alongside Stuart Hall’s constructivist approach. The findings indicate that pre-1990 cinema predominantly focused on the “threat of technology” and the “human–machine war,” whereas post-2010 works emphasize “ethical crises,” “human–machine emotional relationships,” and “responsible coexistence.” Nevertheless, in both periods, artificial intelligence consistently functions as a “challenging Other,” perceived both as a threat and as a mirror reflecting humanity’s desires, hopes, and fears. The results underscore the necessity of rethinking the cultural-communication discourse surrounding technology and the shared future of humans and machines.

Background: The emergence of amateur critics and vernacular reviewers as non-institutional cultural voices is one of the consequences of social media's development and widespread use.Aims: This study aims to better understand reviewers and their types by examining how they establish critical authority in comparison to institutional critics and their potential influence on cultural valuation.Methodology: This subject is explored through the rhetorical analysis of their linguistic strategies. The research draws theoretically on existing literature regarding cultural criticism and review in social media. Methodologically, it combines qualitative content analysis and rhetorical analysis, emphasizing identifying Aristotelian persuasive elements within the data, including ethos, pathos, and logos. The study sample consists of 350 Instagram posts gathered from 30 film review pages.Findings: The findings indicate that most reviewers adopt a consumer-oriented perspective, distancing themselves from institutional critics. They have also emphasized using Instagram's affordances, particularly its interactive and participatory features, to construct their cultural authority. Furthermore, they have employed rational and emotional appeals in alignment with presenting "summaries and supplementary movie information" and expressing "emotional appeal and affective experience of consumption". These strategies, along with the reviewers' focus on "addressing the audience's emotional needs", "personal growth and self-improvement", and "less dependence on institutional critics", reflect their disinterest in delving into deeper levels of critical evaluation and rhetorical directness in constructing their authority. In the final section of the article, the impact of reviewers on cultural valuation is further discussed, distinguishing three types: "film-style bloggers", "cinema influencers", and "critical reviewers".Conclusions: Based on the results, the first two types of reviewers demonstrate how Instagram’s platform-specific features primarily shape critical authority. While diverse reviewers enhance access to information, they often marginalize critical evaluation and cultural value in favor of consumerism and commercial competition. Only "Critical Reviewers" have successfully integrated critical evaluation with Instagram’s affordances through distinct rhetorical strategies, emphasizing the need to increase their numbers in the era of digital media.