The angle an article may take on a certain issue, ie it could be positive, negative or neutral.
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Tone of the media
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Tonal bias
Related terms
Preferred provider organisation (PPO), Advertising, Cash cow, Push promotion, Intent to treat, Response bias, Marketing communications, Buzz, Sales promotion, Incremental cost-effectiveness ratio (ICER), SWOT analysis, Morbidity, Opportunities to hear (OTH), Attitudinal scaling, Management by objectives (MBO),