Table 2.

Analyzed texts.

Source	Specification
Newspapers	Eighty-eight articles, from 1991 to June 2012, from twelve newspapers: first, the top ten (in terms of circulation) paid-for Swedish newspapers: the three major metropolitan morning papers Dagens Nyheter, Svenska Dagbladet, and Göteborgs Posten; the local regional morning papers Sydsvenska Dagbladet and Helsingborgs Dagblad; the evening tabloids Aftonbladet, Expressen, Göteborgs-Tidningen, and Kvällsposten; and the daily morning financial newspaper Dagens Industri; second, the two strategic additions of (i) the local regional morning paper Borås tidning, because Borås is the location of the Swedish School of Textiles at the University of Borås and silver is increasingly used in textiles, and (ii) the weekly newspaper Ny Teknik because of its focus on technology, engineering, and innovation.
TV news	TV4 (http://www.tv4play.se/): two TV news features (from December 2011 and May 2012; in total 2 min and 49 s) SVT's website (http://www.svt.se/): four web pages
Government agencies	Swedish Chemicals Agency (http://www.kemi.se/): 16 reports or web pages Medical Products Agency (http://www.lakemedelsverket.se/): three documents/reports National Food Agency (http://www.slv.se/): five reports or web pages Swedish Environmental Protection Agency (http://www.naturvardsverket.se/): four documents/reports
Swedish parliament and government	Two private members' motions, two opinion reports from parliamentary committees, and one record of the proceedings in the chamber (2 May 2011) (see http://www.riksdagen.se/) An open letter from the Minister for the Environment to the county councils (see http://www.regeringen.se/)
Municipalities	Municipality of Gothenburg (http://www.goteborg.se): six reports or web pages Municipality of Stockholm (http://www.stockholm.se): seven documents/reports Municipality of Malmö (http://www.malmo.se): two documents/reports
Non-governmental organizations	Swedish Society for Nature Conservation (http://www.naturskyddsforeningen.se/): four web pages Swedish Water and Wastewater Association (http://www.svensktvatten.se/): 17 reports/documents or web pages Federation of Swedish Farmers (http://www.lrf.se/): two web pages
Companies	Polygiene (http://www.polygiene.com/): complete website (approximately 9000 words) Gryaab (http://www.gryaab.se/): two web pages Addnature (see http://www.addnature.com/; http://www.facebook.com/addnature; and http://addnature.wordpress.com/): two Facebook posts including comments and a blog entry