Exploring Knowledge, Attitudes and Perceptions of Newspaper Journalists in Metropolitan Markets in the United States regarding Food Biotechnology

Mass media are the primary source that increases people 's awareness about agriculture and are an important resource for the diffusion of innovations. Educating journalists is important because journalists play a significant role in shaping public perceptions. The public has a stake in the outcomes of science because of the social, economic and environmental implications of innovations; therefore, a scientifically literate public is important to a democracy. This descriptive study may encourage agricultural educators who work in the contexts of extension education and agricultural communications to collaborate with journalists and the social institution of mass media to inform consumers about food biotechnology. Eighty-eight journalists for 62 of the nation 's largest metropolitan newspapers provided data for the study. Major findings and recommendations are as follows: journalists’ knowledge of food biotechnology was relatively low; most journalists considered genetic modification of plants as “acceptable " and of animals as “somewhat acceptable," and journalists had greatest faith in "university scientists” as sources. Journalists perceived genes moving to other organisms, food safety, and environmental harm as obstacles to the acceptance of biotechnology innovations. These journalists considered that farmers would accept food biotechnology as a farm practice within three years while consumer acceptance would take almost eight years. Introduction and Theoretical Framework Most agricultural innovations are marketed to the users of the technology--farmers; thus, there is little effort to inform consumers. Food biotechnology differs because people perceive it to affect the food they eat (Hoban, 1996). This direct effect launches food biotechnology into a public discourse, one that is often played out in the media (Peterson, 1996). An unprecedented profusion oftechnology has been diffused into society with inadequate inquiry and communications regarding negative consequences (Rogers, 1983). Extensive review of agricultural news by numerous investigators revealed that mass media coverage of agriculture is collectively distorted, and long-term negative Journal of Agricultural Education 134 news on agriculturally related issues could affect public confidence and support for agriculture (Reisner, 1991; Hall, Connell & Curti, 1977; Protess & McCombs, 1991; Fowler, Hodge, Dress & Trew, 1979). Mass media have great influence on public perception, influence that Rogers called the Hypodermic Needle Model. According to the model, media cause “direct, immediate and powerful effects” (p. 272) by figuratively injecting information into society. Rogers (1995) determined that 52% of potential agricultural adopters use mass media channels for information regarding innovations. Denton's (1996) research found that 74% of US consumers point to their local Sunday newspaper as their primary source of information. “The media are often blamed for Vol. 41 Issue 4, 2000 making science seem revolutionary rather than evolutionary and are frequently held responsible for consumer contusion” (Cosby, 1998, p. 4). to collaborate with journalists to enhance their collective efforts of informing the public about food biotechnology. The prominence of news media as a primary information source continues to have significant influence on society. This was validated in a 1993 survey of adults when 81% considered news media their primary source of information on science topics, especially environmental and natural resources (American Opinion Research, Inc., 1993). Because consumers acquire most of their scientific information from mass media (Terry, 1994), and agricultural scientists and extension educators continuously search for improved methods to educate the masses, researchers in this study wanted to know journalists’ knowledge, attitudes, and perceptions of the science of food biotechnology. The purpose of this study was to explore the knowledge, attitudes, and perceptions of metropolitan journalists regarding food biotechnology. The objectives of this study were to (a) investigate and determine the knowledge, attitudes, and perceptions held; and (b) describe the relationships between knowledge, attitudes, and perceptions regarding food biotechnology, and selected personal and situational characteristics of selected metropolitan journalists. Agriculture is perceived by most consumers as slow paced and sustaining. Yet, consumers may not know the rapid rate of change that biotechnology has brought to agriculture. The U.S. Food and Drug Administration, the U.S. Department of Agriculture, and the Environmental Protection Agency approved the first genetically modified seed for commercial row crop production in 1996. Dispersed throughout approximately 400 million U. S. crop acres, genetically modified seeds were planted on an estimated 5 million, 30 million, and 60 million acres during 1996, 1997, and 1998, respectively (NABC, 1998). Purpose and Objectives