Email this article Evaluating DeepSeek cultural-emotional capacity in charity appeal framed positionings: a socio-pragmatic analysis
Abstract
DeepSeek generative AI is released in January 2025 confirming its supremacy over existing AI tools in generating human- Like content sensitive to human affective standards. DeepSeek is distinguished by its visible Chain of Thought (CoT) which probes end users’ prompts contextual variables and justifies generated content. DeepSeek CoT provides a tempting discourse to explore the sensitivity of this AI tool to human cultural-emotional standards. The main objectives of the current research are to explore DeepSeek AI alignment capacity to varied human cultural-emotional variables and to consult DeepSeek CoT to justify potential failures (if any) in communicating human-like emotions. Hence, the current study investigates a relatively untouched area as it addresses the rationale behind limitations of DeepSeek AI from the AI perspective. To fulfil the study objectives, two DeepSeek AI generated charity advertisements scripts of Egyptian and British Heart Foundations are compared to their original human generated scripts. The investigation is carried out within the Socio-pragmatics (Culpeper 2021) scope using, tools of analysis of Framing Theory (Entman, 1993), Positioning Theory (Harré et al., 2009; Harré, 2015), and the parameter of Attitude of Appraisal Theory (Martin & White,2003). Framing functions of charity appeal are explored to render potential Framed Positionings. The affective polarity of rendered Framed Positionings in AI and human generated storyline scripts are compared. The comparative analysis concludes that DeepSeek AI has greater potentiality to align with British cultural -emotional aspects and less capacity to adhere to Egyptian cultural - emotional features.
Received on: 19 August 2025
Accepted on: 03 November 2025
Published on: 30 November 2025
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