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Beeldvorming over genetisch gemodificeerd voedsel; hoe bedrijven erover communiceren

October 2002

Publisher: HU Utrecht

Authors:

Ex- University of Jyväskylä

Vos, M. & Wassenaar, I. (2002), Beeldvorming over genetisch gemodificeerd voedsel; hoe bedrijven erover communiceren. Cahier 25, Utrecht, HU.

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Image formation about genetically modified food & the communication by the companies involved

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1. Abstract Genetically modified food is an example of a complex issue that is connected to uncertainties. In the future we will probably encounter more of these issues in society and communication experts should attempt to find ways to communicate about these issues in a responsible way. Desk research provided a theoretical framework that explains why it is so hard to communicate about this ... [Show full abstract] subject. Familiarity with this new technology, and with modern agricultural production techniques in general, is still low. There are different interests at stake and the various parties try to influence the framing of the subject. In risk-perception emotions play an important role. An analysis of the field of power that has evolved around GMOs is given. A model is explained that links the company policy and the communication policy to the societal debate in the media, on the Internet and in personal networks. This is influenced by other parties in the field of power, journalistic standards and social-psychological factors. An additional content analysis (with a limited scope) is done focussed on newspaper articles in The Netherlands and in the U.K. and comparing websites of international companies. When companies are mentioned in free publicity this is often related to incidents or actions initiated by pressure groups. The companies put forward their point of view, but there is no real dialogue about the uncertainties mentioned by others. The companies that develop genetically modified crops give much background information on their websites, whereas companies in the food industry and in retail are reluctant to participate in the discussion.

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