Technophobia towards emerging technologies? A comparative analysis of the media coverage of nanotechnology in Austria, Switzerland and Germany

Abstract

This article examines, through a systematic study of the German, Swiss and Austrian media framing of nanotechnology, whether the concept of a journalistic negativity bias applies to the media coverage of nanotechnology. According to this objectivist approach of risk communication, the media coverage of emerging technologies used to be comparatively too negative. However, the concept has been debated through studies revealing a positivity bias and approaches focusing on contextual elements of journalism. A standardized content analysis of German, Swiss and Austrian print media from 2000 to 2009 analyzes whether negativity bias applies to the media coverage of nanotechnology. We find the media coverage to be predominantly very positive with barely any critical coverage opposing this one-sided perspective of progress. The hypothesis of journalistic technophobia and negativity bias is not supported by the media coverage of nanotechnology. Rather, the results suggest that the media are promoting new technologies.