Guidance and Courses



Holly Large

Holly Large is a second-year PhD student in the Wellcome Trust’s Genomic Epidemiology and Public Health Genomics Doctoral Training Programme at the University of Leicester. After taking an interest in science communication during her undergraduate degree, Holly worked as an editorial assistant for online science news publication Technology Networks, before beginning her doctoral training in 2020. Her project aims to analyse UK broadcast media representations of cancer genomics and personalised medicine.


Emma Sewell

Emma Sewell graduated from the University of Leicester in 2020, with a first-class degree in Medical Physiology. Her dissertation involved researching the representation of cardiovascular disease on television, using TRILT and BoB. Since lockdown, she has focused on writing fantasy novels and is currently about 700,000 words into the project.


Chris Willmott

Chris Willmott is an Honorary Associate Professor in the Department of Molecular and Cell Biology at the University of Leicester and the Director of SciComm Solutions Ltd. His research interests focus particularly on the ethical implications of developments in Biomedicine, and on the representation of Science in Broadcast media.

    • Boykoff M.T. (2008) The cultural politics of climate change discourse in UK tabloids Political Geography 27:549-569 Read now
    • Couldry N., Livingstone S. & Markham T. (2010) Media Consumption and Public Engagement: Beyond the presumption of attention Basingstoke, UK: Palgrave Macmillan
    • Deacon D. (2007) Yesterday’s Papers and Today’s Technology: Digital newspaper archives and ‘push button’ content analysis. European Journal of Communication 22(1):5-25
    • Deacon D., Murdock G., Pickering M., & Golding P. (2021) Researching Communications: A practical guide to methods in media and cultural analysis (3rd Edition). UK: Bloomsbury.
    • Konfortion J., Jack R.H. & Davies E.A. (2014) Coverage of common cancer types in UK national newspapers: a content analysis BMJ Open 4:e004677
    • Manning P. (2001) News and News Sources: A critical introduction London, UK: SAGE Publishing
    • Wells R. and Caraher M. (2014) UK print media coverage of the food bank phenomenon: from food welfare to food charity? British Food Journal 116:1426-1445
    • Zimmermann B.M., Aebi N., Kolb S., Shaw D. and Elger B.S. (2019) Content, evaluations and influences in newspaper coverage of predictive genetic testing: A comparative media content analysis from the United Kingdom and Switzerland Public Understanding of Science 28(3):256-274 DOI: 10.1177/0963662518816014



The authors are grateful to Marianne Open, Sergio Angelini and Sandy Willmott for useful comments on the manuscript, and to TJ Ragan for insightful suggestions about the future development of this work.

How to contribute to this guide

We welcome any feedback you may have on this guide, as well as further contributions to make it as accurate and up-to-date as possible. Please get in touch with:

Chris Willmott: