“DADIFICIAL” INTELLIGENCE. FATHERHOOD FROM THE MIDJOURNEY PERSPECTIVE

Abstract

As artificial intelligence takes an increasingly important place in professional and private life, its rapid development makes the study of the field a constant exploration. One of the most recent popular AI-driven platforms—Midjourney—offers millions of users a creative text-to-image perspective on any topic. It is used by artists, creative directors in advertising agencies and architects, among
others. What about researchers and scientists? The aim of the article is to analyze the role of Midjourney as a social research tool. The paper uses an analysis of the AI’s image definition of the evolving social and communication topic of fatherhood to discuss the role of AI-generated images in digital ethnography and social science, especially when we consider AI not only as a research tool but as a content creator and a researched “individual.”