“…Previous studies (which did not include Hungary in their sample) showed that whereas in the early nineties in numerous societies the media applied similar frames with respect to medical and agricultural applications of biotechnology, over time in many countries the media increasingly differentiated between these applications, and applied divergent frames. The media representation of agri-food biotechnology became more negative, with a concern frame employed more often in connection with the issue (Bauer, 2005a;Bauer, Kohring, Allansdottir, & Gutteling, 2001;Marks, Kalaitzandonakes, Wilkins, & Zakharova, 2007).…”