Media framing the reception of unmanned aerial vehicles in the United States of America

• Media frames draw attention to some aspects of an issue while minimizing others.
• Analysis of 2011–2014 media reports shows positive UAV frames dominated.
• Most common sponsors of UAV media statements were industry and university.
• Positive media frames may have muted opposition to UAV domestic expansion.

When the United States Congress mandated implementation of unmanned aerial vehicles (UAVs) into the domestic airspace in 2012, there was substantial opposition to the policy change. Critics expressed fears regarding their threat to privacy and safety, and legislatures considered numerous bills that would significantly limit or even ban domestic unmanned flight. UAV advocates used various methods to counter UAV's negative image.This study examines media stories regarding UAVs over a four-year period (2011–2014) and demonstrates that despite the backlash against expansion, media frames emphasizing benefit rather than risk dominated in the U.S. media. The economic opportunities presented by UAVs appeared in most media reports and over time reports increased of relatively noncontroversial applications, such as agriculture. Citizen advocacy or frames that emphasized the personal freedom to fly a UAV also increased. Industry and university officials, who usually support expansion, were the most frequent sponsors of media statements. The framing of media reports can influence public debate. Potential risks of a new technology can be amplified or minimized depending on how the media present the issue to the public.