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The framing of issues in the mass media plays a crucial role in the publicunderstanding of science and technology. This article contributes to researchconcerned with diachronic analysis of media frames by making an analyticaldistinction between implicit and explicit media frames, and by introducing anautomated method for analysing diachronic changes of implicit frames. Inparticular, we apply a semantic maps method to a case study on the newspaperdebate about artificial sweeteners, published in The New York Times (NYT)between 1980 and 2006. Our results show that the analysis of semantic changesenables us to filter out the dynamics of implicit frames, and to detectemerging metaphors in public debates. Theoretically, we discuss the relationbetween implicit frames in public debates and codification of information inscientific discourses, and suggest further avenues for research interested inthe automated analysis of frame changes and trends in public debates.

Implicit media frames: Automated analysis of public debate on artificial sweeteners