The social embedding of biomedicine: an analysis of German media debates 1995-2004.

Biomedical research and technologies such as cloning, stem cell research, and the deciphering of the human genome have met with opposition--albeit of different intensity--motivated by ethical values. The debates over the continuation of research and the implementation of the respective technologies are being staged in the mass media. The media have assumed the function of edding" controversial knowledge and technologies into society by using public discourse. The hypothesis is that these discourses follow a common pattern revealing the process of "embedding," and ultimately leading to a change of existing values. In this study, three debates over cloning, stem cell research and the Human Genome Project are analyzed in ten German daily and weekly newspapers over the period 1995-2004. It is shown that the patterns of reporting are more complex than anticipated. Rather than being identical for all technologies, they reveal different courses depending on the kind of knowledge/technology and value sensitivity.