MEDIA COVERAGE OF AGROBIOTECHNOLOGY: DID THE BUTTERFLY HAVE AN EFFECT?

This study examines media coverage of genetically modified (GM) crops in a risk communication framework. Content analysis is employed to investigate how specific environmental, food safety, and landmark events, such as the monarch butterfly and Pusztai controversies, and the cloning of Dolly-the-sheep, were reported by the media. Media coverage is from United Kingdom and United States newspapers over the period 1990 through 2001. On balance, findings show that the UK press has been more negative than the U.S. press in its coverage of GM crops. In addition, environmental and food safety events had a significant impact on the level and cycle of GM crop coverage.