And that would make another great graduate thesis. (Damn, I'm full of those lately. Why am I not a perfesser somewhere?)

If you consider "the audience" to be the gatekeepers of a media outlet, as this article suggests, what can you deduce about their motivations by analyzing the evidence cited in what they publish? When "scientists say" but "this one industry-backed scientist disagrees", which industry and which scientists are they talking about? Is there a pattern to the evidence in their news?