A CONTENT ANALYSIS OF SOURCE-MESSAGE HETEROGENEITY IN MASS MEDIA COVERAGE OF AGROBIOTECHNOLOGY
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In this paper, we use content analysis to examine the use of sources by US and UK newspaper reporters from 1990 to 1999. Positive (benefit) or negative (risk) messages are correlated with the "source" type in order to determine the degree of source-message heterogeneity in media reporting of agrobiotechnology.