Seemingly straight out of an eighties sci-fi novel, the news which broke on August 1 that we may be eating and drinking products from cloned animals has naturally had media channels in a frenzy ever since.
Given the exotic nature of the resulting debate, it is no wonder that the total number of articles and blog posts covering the topic in global English-language media leaped from 215 in the period from July 12-25, to a whopping 5,643 mentions between July 26 and August 8, 2010.
Before the story emerged, the blogosphere — which surely harbours more than its fair share of conspiracy theorists — accounted for 59% of all the documents in our sample which mentioned cloned food. Yet as soon as concerns surrounding milk from cloned cows reaching consumers were being more widely aired, print and other online sources quickly latched onto the story.
After that the debate spread like wildfire in the online media, where the volume of mentions soon surpassed both print sources and blogs, reaching 85% of all coverage on cloned animals for the period.
More than 65% of the print articles on cloned food derived from UK publications so we decided to take a closer look using our Influencer Network Analysis (INA) tools to see if we could identify the individuals driving the discussion.
We analysed a total of 92 articles published by UK print sources in the period between July 12 and August 8, 2010. Having determined our sample, the methodology then proceeds by combining automatic and manual entity extraction in order to identify all individuals and organisations mentioned within it. Step two is the manual assignment of roles to the entities thus identified, before they are mapped against the reporters (and their publications) which mentioned them.
The recent ballooning of this debate was triggered by an article in The Wall Street Journal which claimed that a UK farmer had admitted to raising animals from cloned parents. A subsequent investigation found that indeed there were such animals in the UK, and one of them had already been slaughtered and sold for human consumption.
The INA map above connects the individual influencers who appeared in our sample to the reporters that singled them out.
The color of the nodes indicates the various role categories into which individuals fall, the size of circles represents the total number of mentions each node received, while the thickness of the connecting lines is indicative of the number of articles in which the reporter mentioned the individual.
Where the network is densely structured and almost all participants are connected within a single group, we consider that the debate is intensive and that the participating individuals are considered influential by most reporters showing interest in the topic of cloned food.
The distribution of node colours in our chart indicates that this debate is currently dominated by representatives of interest groups (such as animal rights groups) who are voicing opposition to the raising and sale of cloned food. The most visible representatives of this group were Peter Stevenson of Compassion in World Farming and Emma Hockridge, The Soil Association’s Head of Policy.
Interestingly, politicians and government officials in charge of setting the rules remain absent from the discussion.
Companies involved in the production or sale of food, perhaps with a view to avoiding uncontrollable publicity, left the task of defending their own position to representatives of industry associations. Notably, neither pharmaceutical nor bio-engineering companies (or indeed any other corporate representatives), have contributed to the debate.
Meanwhile, academics have been offering expert opinion on the risks of consuming food from cloned animals or their offspring, and as a consequence have been sought out by reporters wishing to give their articles a scientific angle.
On the organisational level, there is a greater level participation of government bodies, namely the FSA and Defra. Both were criticised for not having a proper record of how many animals on UK farms are cloned or have a cloned parent.
The huge difference between the volume of mentions of the government agencies and the volume of mentions of their representatives suggests that they were being named by other participants in the conversation and were thus not taking the opportunity to defend themselves in detail.
In unison with the Influencer map above, interest groups and industry associations had a strong presence in the conversation. The most active interest groups were Compassion in World Farming, the RSPCA and The Soil Association, while the most prominent industry associations were DairyCo, Dairy UK and Holstein UK.
The major publications showing greatest interest in the topic and covering it from the largest number of perspectives were The Guardian, The Daily Telegraph, and Daily Mail. Surprisingly, The Mirror, The Independent and The Times did not pay much attention to developments around the topic of cloned food and mentioned just one or two organisations.
Bearing in mind the vast number of businesses and individuals affected by the production, sale and consumption of food, we can only assume that this conversation will continue to evolve, and that more individuals and interest groups will be drawn into it as this happens.


















