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Community attitudes towards risk and new technologies Genetic manipulation or Information manipulation? by Craig Cormick Manager of Public Awareness Biotechnology Australia

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1. Does the media accurately portray public attitudes? 2. Does the media influence public attitudes or concerns? 3. Are public concerns an influencer of behaviour?

The Problem:Biotechnology as a science has largely been developed in isolation from society’s input.And the social debate on biotechnology has largely been held in isolation of scientific input.: 

The Problem: Biotechnology as a science has largely been developed in isolation from society’s input. And the social debate on biotechnology has largely been held in isolation of scientific input.

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Biotechnology Australia Public Awareness Goals: to create an environment where members of the public are able to make informed decisions on the applications, uses and future of biotechnology, through the provision of balanced factual information, explaining the benefits and risks of the technology.

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Public Attitudes The Media Interest Groups The Public

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WHAT DO WE THINK THE PUBLIC REALLY THINK?

Perceived Risk : 

Perceived Risk Public Perceptions of GM Foods Perceptions of Public Perceptions of GM Foods

Perceived Risk : 

Perceived Risk Low Fear of Contamimation High Fear of Contamination Food Elites 8% Naturalists 16% Date Code Diligent 13% Nutrition Seekers 20% The Unconcerned 13% Fearful Shoppers 28% Low Industrialisation Concerns High Industrialisation Concerns

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'Not having enough information makes it scary, what could happen?' 'Everything we are told and everything we decide upon is the reciprocation of what we are told in the media.' 'I think until more information is filtered down in society to understand the positive benefits and also the negative benefits only then can you make your own accurate judgement on it.'

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Genetically Modified Myths

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The MEDIA

Media Coverage: 

Media Coverage Oh My God! GM Shock Horror Story! CANBERRA: GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic! GM shock horror and panic!

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The Media is only a Channel Source The Message The Media Audience

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MEDIA Mass Media - Newspapers - TV - Radio - Magazines New Media - Internet - postcards Direct Media - member newsletters - email lists

Media: 

Media

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Is Media coverage of gm foods positive or negative? (May 2000)

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ACTUAL CONCERNS: RISK

Most important Biotechnology Issues: 

Most important Biotechnology Issues 'I feel like I should know more.' Misunderstanding Most Australian food is already GM Foot ‘N Mouth Unnatural—'We should not be playing God' Beyond legislative control Fear of unknown long-term consequences Dissatisfaction with extreme biased media reporting The impending cloning of humans

Risk : 

Risk

Perceived Risk : 

Perceived Risk Known Unknown Low Risk High Risk Nuclear Power DDT Terrorism War Nuclear Weapons

Perceived Risk : 

Perceived Risk Low Risk High Risk Threat to future generations Threat of global catastrophe Whose risk? who benefits?

Risk Assessment: 

Risk Assessment RISK BENEFIT

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Using Genetic Material in Plants

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Modifying genetic materials in animals with either plant or other animal genetic material

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Modifying genetic material in human cells: 

Modifying genetic material in human cells Survey showed a decline in acceptability (44% 2001 and 51%1999); and benefits (55% 2001 and 65% 1999). MOTIVATION andamp; OUTCOME

Modification of genetic material in plant cells using animal genetic material: 

Modification of genetic material in plant cells using animal genetic material Survey data suggest attitudes have declined significantly since 1999 (31% 2001 and 51% 1999).

Using human genes in medicines & vaccines: 

Using human genes in medicines andamp; vaccines Attitudes have improved since 1999. HEALTH BENEFITS EASILY IDENTIFIED ETHICAL IMPROVE/SAVE HUMAN LFE NEED TO DEVELOP NEW MEDICINES OUTCOME

Use of gene technology in medicine: 

Use of gene technology in medicine INCREASED AWARENESS CLONING RAPID UNCONTROLLED CHANGE IRRESPONSIBLE MEDIA REPORTING

Control of biotechnology: 

Control of biotechnology 'Nothing is being done to manage this, we would know about it if they were doing anything.' TOO RAPID TO CONTROL MULTINATIONALS TOO POWERFUL TO CONTROL NO CONTROL OVER PROCESS MOTIVATION OR OUTCOMES A REOCCURING THEME AT ALL PHASES

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ADOPTION OF NEW TECHNOLOGIES?

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Innovation Curve Luddites Late Majority Cautious Innovators Early Adopters Adopters Innovators

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1. Information 2. Consultation 3. Regulation 4. Consumer choice 5. Consumer benefit

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1. Lack of clear information and too much misinformation 2. Low awareness and understanding of regulation 3. No perception of wide consultation 4. Lack of consumer choice 5. Lack of consumer benefit

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WHAT DO THE PUBLIC REALLY THINK?

Overall concern about the use of Gene Technology: 

Overall concern about the use of Gene Technology 2001 Q16. Thinking overall about the benefits and risks of gene technology, how do you rate your overall concern about the use of gene technology in society today? Would you say... Base: All respondents (n=1001) Most people are concerned

Overall Concern By Gender: 

Overall Concern By Gender 2001 Q16. Thinking overall about the benefits and risks of gene technology, how do you rate your overall concern about the use of gene technology in society today? Would you say... Base: All respondents (n=1001) Significant difference at 95% confidence

Science and Technology Concerns: 

Science and Technology Concerns Q1. 2001 Now thinking about concerns with science and technology, I’m going to read you a list of five issues facing society today and I want to to rank them in order of the most important concern to the least important. These issues are... Base: All respondents (n=1001) % Overall of the five issues rated, pollution, the green house effect and nuclear waste were considered more important concerns than GM foods and cloning. Compared to these issues, GM foods and cloning appear to be the least significant of the 5 problems with 30% and 41% of respondents respectively nominating them as the least important.