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Essay text:
As it turned out, the term "golden rice" has
proven to be enormously successful in piquing the
interest of the public. (I gave up tallying its mention
in the popular media after more than 30 television
broadcasts and 300 newspaper articles, but I am still
busy with requests for interviews every week.) It is
difficult to estimate how much of its celebrity stems
from its catchy moniker and how much is from the
technological breakthrough it represents. Needless to
say, we live in a society that is strongly influenced
(not to say manipulated) by the media. As the popular
media live by selling news, "catchy" names are
especially useful in attracting the interest of media
consumers...
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