This study suggests that press reports of science and technology increase in complexity, in depth and breadth of coverage, and in prominent placement in the news hole in relation to increased diversity or pluralism of supporting environments. It also suggests that system changes that produce interest and expanded knowledge of science provide opportunities for clashes of interests resulting in localized conflict and thus increased news coverage. Change' in an innovative area appears to link up conceptually in copy with theory, action descriptions, and visualization through metaphor. The study used content analysis to compare a more innovative, economically progressive research' area in the United States with an economically flat `control' area; these areas were selected using National Bureau of the Census and local economic development office statistics.