Introduction
This paper examines the framing of news coverage of the technology industry. According to a recent content analysis by the Pew Research Center’s Project for Excellence in Journalism (2010), in “the mainstream media, particularly on front pages and general interest programs, the press reflects exuberance about gadgets and a wonder about the corporations behind them, but wariness about effects on our lives, our behavior and the sociology of the digital age” (p. 3).
Apple, the Silicon Valley maker of Macintosh computers and mobile devices including the iPod, iPhone, and iPad, was the most-covered technology company by U.S. news outlets, the Pew study found. This paper examines Apple’s success in influencing media coverage of its products. This paper also examines the challenges journalists face in covering complex corporate and financial news, as well as competing frames involving risk and progress in coverage of scientific and technological developments.
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