Agricultural
Biotechnology: Why Do Europeans Have Difficulty Accepting It?
B. Zechendorf
Directorate-General
Science, Research & Development
European Commission
Agricultural experts expect
"massive changes in agribusiness" when biotechnological methods
and products finally penetrate the market place, as Professor Burke
reminded us recently in London (Consumer acceptance, 1998). He also
mentioned concern about the way in which this penetration will be carried
out, "..consumers feel that they have lost control and they do not
know where the control lies." Politicians, apparently, do not know
how to handle the questions posed by genetically modified organisms (GMOs)
either (ibid.). Yet genetically modified crops have already
arrived.
This year, the world area planted
with genetically modified crops will increase to 35 million hectares, up
from 14.2 million in 1997. Of the 35 million hectares planted in 1998, 88
percent will be planted in North America, 6 percent in Latin America, 6
percent in Asia, and perhaps one thousand hectares in France (Cultures
transgéniques, 1998). Europe's area is not expected to exceed one percent
of the total area planted by the year 2000; representing a tiny part of
the $2 billion market expected by then (GM crops, 1998).
How is it possible that Europe, with
its strong life sciences research, and powerful agrofood industry, can be
trailing so far behind the United States (U.S.) and soon behind China as
well? Is negative consumer response to blame for such a lagging position?
Hoban reviews evidence from key surveys in the U.S. and Europe. A key
finding emerging from these surveys is that differences between U.S. and
European consumers, in terms of their perceptions about biotechnology, are
not as substantial as expected. The perception of the risks associated
with biotechnology and an overall awareness of biotechnology are somewhat
lower with U.S. respondents. Acceptance of the technology in the U.S. is
slightly higher.
Sure, environmental groups, such as
Greenpeace, have applied political pressure on government and industry
while anonymous activists have destroyed field trials. Over-regulation by
national administrations has also been a deterrent to investment in the
development of transgenic crops (Studer, 1994). For example, last year
several European countries authorized approximately 900 field trials
(Germany authorized 61, Great Britain 148, France 333, Belgium 91, Italy
159, and the Netherlands 90). During the same year, the U.S. conducted
3,000 trials, for which only notification of the Environmental Protection
Agency (EPA) was required. Applicants in Europe have had to go through
lengthy procedures (Dr. Rüttgers, 1998). These observations, however, do
not provide a sufficient explanation of such an important gap. Activists
and over-regulation are part of deeper-lying cultural differences.
National Differences In Europe
When aggregate U.S. and European
figures are cited, they tend to obscure existing national differences.
Variations in behavior and culture among different regions of the U.S. are
not very large. In Europe, such variations do matter. Several authors have
stated that opinion polls show a cultural cleavage between the Northern
and Southern countries of Europe (Hamstra, 1991; Hoban & Kendall,
1992). Two former Eurobarometer surveys confirm this view (Zechendorf,
1994). In many respects, Germanic countries show similar attitudes about
the facts of life as Romanic countries do. Irish attitudes strongly mirror
those found in Southern Europe, as do Greek attitudes. France, in many
respects, is a country in-between the two extremes, and is close to the
European average. Also Finnish attitudes, however, can be quite different
from Scandinavians.
How do cultural differences
translate into differences in the public perception of biotechnology?
Knowledge and awareness of biotechnology issues are quite high in the
Northern countries (the five leading countries are the Netherlands,
Denmark, Sweden, the UK, and Finland). Knowledge and awareness are low in
the Southern countries (Greece, Portugal, and Spain, but also Austria and
Ireland). Germany and France are close to the average. The countries most
convinced of the benefits of modified plants and food are three of the
Northern countries -- the Netherlands, Finland, and the United Kingdom.
These countries are followed by Portugal, Italy, and Spain. The countries
least convinced of the benefits are other Northern countries, namely,
Austria, Sweden, Luxembourg, and Germany. In addition, Greece and France
are also countries less convinced of the benefits.
The risks associated with
genetically modified food and plants are mostly perceived by people from
Northern Europe, namely, by the Netherlands, Denmark, Sweden, the UK, and
France. Finland, Belgium, Spain, Greece, and Austria are less wary of the
risks, with Germany being closer to the European average. A high
percentage (16 to 20 percent) of Austrians do not have an opinion on the
risks or benefits of biotechnology. This result corresponds to the low
level of knowledge about biotechnology observed in Austria.
Genetically modified food and plants
are morally acceptable to the majority of the Dutch, Finnish, Portuguese,
Italian, and Belgium people, but unacceptable to most Austrians, Germans,
Danes, Swedes, and Luxembourgers. French people are close to the European
average, while the Irish are the most indecisive (European Commission,
1997).
In conclusion, the 1996
Eurobarometer does not fully confirm the hypothesis that cultural
differences in Europe influence attitudes towards biotechnology. However,
a clear trend does exist. Southern countries tend to accept biotechnology,
while Northern countries are more cautious. The notable exceptions are the
Netherlands and Finland, which are both strongly in favor of
biotechnology. Likewise, the Dutch are the most concerned about the
potential risks involved.
One explanation of these apparent
differences can be found in the preferences for different information
sources. Northerners trust information from alternative sources, such as,
consumer organizations and environmental groups. They have considerably
less faith in established sources, such as, public authorities and
universities. Exceptions are the Netherlands, Austria, and Italy. The
extreme attitude of Austrians may be explained by their dominant
conservatism which is expressed as an attachment to traditional methods
and religion (Catholicism). As a result, Austrians are poorly informed of
the challenges of biotechnology (ibid.). The recent ban of the U.S.
imported bacillus thuringiensis (Bt) maize has to be considered a
reaction to the delayed onset of public debate.
Religious And Cultural
Differences
How can the considerable differences
in attitude between Northern and Southern Europe be explained? If we look
at religion as a possible explanation, the results are not conclusive.
Scandinavian countries are overwhelmingly Protestant, while the
Mediterranean countries (including France) are Catholic or Orthodox
(Greece). The United Kingdom is mainly Anglican, while Ireland is strongly
Catholic. In the Netherlands and Northern Germany, Protestantism prevails,
while in Belgium, Luxembourg, Southern Germany, Switzerland, and Austria,
the majority of people are Catholic. Despite some common patterns, a line
can not be drawn between the North and the South in terms of religion.
Cultural differences match the
separation between Germanic and Romanic people a lot better. European
nations are inhabited by an age-old mixture of ethnic groups, defying any
attempt at classification along national lines. The discrepancies observed
in the surveys are rooted in cultural rather than ethnic or religious
differences. The Germanic-Romanic division coincides with the boundaries
of the Roman Empire. This is best observed in Belgium, where the cultural
divide literally exists along the old Roman frontier. The civilized
Gallo-Roman area in the South became the Wallonian region, while the
"barbarian" North became the Flemish region. The exceptions to
this division of countries are Southern Germany, Switzerland, and Austria,
which became thoroughly Germanic while still belonging to the Roman
Catholic church. Also, Ireland is an exception. Ireland was never
colonized by the Romans but still observed Roman culture inside Christian
religion beyond the Roman empire's existence.
Geert Hofstede (1980) has developed
an interesting theory of this Post-Roman split. He has postulated four
types of socio-cultural behavior which form a matrix within which each
nation falls. His theory is based on a survey of the attitudes of 120,000
people in 40 countries. He distinguishes the following dimensions (1980,
p. 123):
- Individualism versus
collectivism. This
dimension describes the degree to which individuals in a society are
integrated into groups;
- Masculinity versus femininity.
This dimension reflects the distribution of values between the sexes;
- Power distance. The extent
to which less powerful members of organizations and institutions
accept, and expect, that power will be distributed unequally;
- Uncertainty avoidance.
This dimension reflects a society's fear of the unknown. The extent to
which its members feel uncomfortable in situations where no standard
rules of behavior exist.
According to Hoftstede's findings,
typical individualist countries are Italy, Great Britain, and the
Netherlands, while Portugal, Greece and Spain are collectivist.
Individualism has developed in countries that have experienced wealth over
the centuries. In terms of attitudes about biotechnology, people from
these countries tend to believe in their capacity to understand
biotechnology, judge biotechnology applications as having lower potential
benefits, and are morally opposed to animal biotechnology.
In countries where masculine
authority dominates (Finland, Spain, and Italy), the perception of the
risks associated with biotechnology is lower. Understanding of
biotechnology is, in general, lower in these countries than in countries
with more feminine authority, such as the Netherlands, Denmark, and
Germany. Furthermore, Hofstede found that a preference for television as a
prime source of information is correlated with strong uncertainty
avoidance. Countries exhibiting uncertainty avoidance include Portugal,
Greece, Spain, and France. Newspaper readers tend to be less bothered by
uncertain events. Countries which tolerate uncertain outcomes include the
United Kingdom, Ireland, the Netherlands, and Denmark (Hofstede, 1992).
Geography
Europeans also live in different
geographic environments under the influence of very different climates
which tend to influence attitudes and behavior. Northern Europe's harsh
climatic conditions make nature an enemy against which solidarity is most
important for survival. In contrast, Southern Europe benefits from a
benign climate where everything grows effortlessly. Here, human
competition is the limiting factor, and strong authority is important for
survival.
These geographic conditions have led
to remarkable differences between the North and the South. Northern
countries are concerned about nature which is no longer seen as a threat
but threatened by man and technology. Northern countries are concerned
about protecting the whole biosphere, and the relationship between animals
and man. This influence of geography is also reflected in the concern over
novel foods. Southern countries are more concerned with human issues,
focusing on abortion or euthanasia. These countries are concerned more
about the quality of traditional foods and embrace technology as a means
to using nature. The preponderant influence of the Catholic church has
reinforced the ancient Roman attitude towards man's relationship with
animals. This has resulted in a considerable distance between man and
nature. While a Northerner is likely to spend his leisure time walking
through the woods, a Southerner prefers relaxing in the refreshing
atmosphere of a patio.
The production and distribution of
biotechnologically processed foods has to take into account the different
attitudes of the North and South. Northern European people have to be
convinced that a novel food has a beneficial purpose, such as reducing
pesticide and herbicide use, or it will not be accepted. In the North
there is a strong preference for "natural" food because
naturalness is linked to health, quality, and taste (Hamstra, 1991). The
long shelf-life of genetically modified tomatoes has been greeted by Steve
Emmott of Genetic Forum in the United Kingdom as, "...a food trend
which we don't like. It fakes freshness. Consumers are getting a dressed
up old tomato." (Studer, 1994). The release of genetically modified
organisms into the environment is considered a potential threat to nature
by environmental groups, such as Greenpeace. "This is ecological
madness" said Isabelle Meister of Greenpeace. Meister suggested that
genetically modified organisms can spread from the designated plant to the
rest of the environment, threatening local fauna, causing diseases, and
poisoning ecosystems (ibid.).
In contrast, for Southerners taste
always comes first, ahead of quality and safety. Concern over the health
aspect of food is fairly low. The lack of information on biotechnology,
combined with the culturally inherent distance from nature, leads to a
strong acceptance of the dissemination of genetically modified organisms.
For example, in Spain 81 percent of respondents accept the possibility of
genetically modified plants, while 61 percent accept the possibility of
genetically modified animals (Moreno, Lemkow, & Lizon, 1992). Until
now, neither the Catholic church, nor the consumer organizations have
publicly addressed biotechnology issues in Spain and Italy. This is
especially the case for applications in agriculture (Smink & Hamstra,
1994).
In order to have a reasonable and efficient public debate on
biotechnology, communication between the main players in society is very
important. There are countries where good communication exists. The
Netherlands benefits from a dense network of information and the exchange
of opinion. For example, Unilever established a platform on which it could
bring consumers, scientists, managers, and administrators together. In
1993 the first Dutch consensus conference was organized about the
acceptability of genetically modified animals. Such communication lines
are almost absent in Spain and Italy (ibid.).
Conclusions
What can be said about the
differences between Americans and Europeans in terms of their
understanding and attitude towards biotechnology? Hofstede has found that
in terms of socio-cultural attitudes, countries fall into distinct
clusters which do not always coincide with geographic regions. European
countries belong to at least four different clusters (Hofstede, 1991).
First, Germany, Switzerland, Finland, and, at the extreme, Austria form a
cluster characterized by a small power distance and a strong uncertainty
avoidance. These countries respect rules, are well organized, and tend to
keep power on a low political level.
Most Southern countries, Italy,
Spain, Portugal, Greece, France, and Belgium, belong to a large cluster
defined by a broad power distance and strong uncertainty avoidance. They
share these attitudes with Latin American countries, Yugoslavia, Turkey,
Japan, and Korea; all hierarchical societies with strict rules. Greece and
Portugal are extremes within this southern cluster, while Italy is closest
to the middle.
Denmark, Sweden, the United Kingdom,
and Ireland form another distinct cluster. These countries exhibit small
power distance and weak uncertainty avoidance. People in these countries
are individualistic and self-reliant with a distaste for written laws.
Finally, Norway, the Netherlands, Australia, the United States, and Canada
form another cluster. These societies are structured around compromises:
regional power and federal government, individualism and strict rules,
high risk awareness and acceptance of beneficial products, and strong
religious tendencies with a tolerant, open-minded spirit. These societies
are probably the result of a highly interesting amalgamation of different
cultural streams, originating from various regions of Europe. Regional
socio-cultural differences are not as important in North America as they
are in Europe. North American attitudes mirror those of the average
European, and are not as diverse.
The real reason for Europe lagging
behind the United States in terms of its development of biotechnology is
the difference in the scale of comparison. The gap between Europe and the
U.S. can be small, or large, depending on the individual country. The
United Kingdom is similar to the United States in many respects, while
Germany is industrially well advanced but hampered by regulation and
public opposition. France, until recently, has been calm over the issue of
biotechnology but its industry is still catching up to the rest of Europe
and the U.S. Italy is far behind the U.S. but it has a very positive
attitude towards biotechnology. The Netherlands is supportive of business
in general but is concerned about biotechnology. Sweden is strong in some
fields of biotechnology, although it is over-cautious in its approach. Yet
each time there is a comparison made between Europe and the U.S., the
impression has been created that Europe should be measured against a
dynamic, unproblematic U.S. It is difficult to make predictions in such a
complex field as biotechnology. Behavior does not change rapidly but over
time. Fears that a cultural steam-roller will unify every cultural
difference in Europe in a short time period are unfounded. Nonetheless,
the ubiquitous taste for American culture and behavior among younger
Europeans might lead to a more relaxed attitude towards genetic
engineering.
References
Consumer acceptance problem for GM
foods. (1998, February 13). Agra Europe, pp. EP/5-6.
Cultures transgéniques: Les
Superficies mondiales devraient doubler en 1998. (1998, February
27). Les Echos.
Dr. Rüttgers: Neue initiativen für
die biotechnologie. (1998, January 26). Agra-Europe, p. L13.
European Commission. (1997). The
Europeans and modern biotechnology. EUROBAROMETER 46(1).
GM crops expanding worldwide. (1998,
February 27) . Agra Europe, p. EP/6.
Hamstra, A.M. (1991). Impact of
the developments of the new biotechnology on consumers in the field of
food products. The Hague: SWOKA.
Hoban, T.J. & Kendall, P.A.
(1992). Consumer attitudes about the use of biotechnology in agriculture
and food production. Raleigh, N.C.: North Carolina State University.
Hofstede, G. (1992). Cultural
roots of attitudes about biotechnology. Maastricht: Institute for
Research on Intercultural Cooperation.
Hofstede, G. (1991). Cultures and
organizations: Software of the mind. London: McGraw-Hill.
Hofstede, G. (1980). Culture's
consequences. Beverly Hills, C.A.: Sage.
Moreno, L., Lemkow, L., & Lizon
A. (1992). Biotecnologia y sociedad. Percepcion y actitudes pùblicas.
Madrid: Min. Obras Pùblicas y Transportes.
Smink, G.C.J. & Hamstra, A.M.
(1994). Impacts of new biotechnology in food production on consumers.
The Hague: SWOKA Institute for Consumer Research.
Studer, M. EU's genetic farmers face
worse enemies than drought, cold. (1994, September 28). Wall Street
Journal.
Zechendorf, B. (1994). What the
public thinks about biotechnology: A Survey of opinion polls. Bio/technology,
12(9): 870-875.
© 1998 Bernhard Zechendorf
Suggested Citation:
Zechendorf, Bernhard. (1998). Agricultural biotechnology: Why do Europeans
have difficulty accepting it? AgBioForum, 1(1), 8-13.
Fearing Fear:
Communication About Agricultural Biotechnology
Caron Chess
Rutgers University
This
article, based on a presentation at the National Agricultural Council's
meeting (Chess, 1998), nudges the agbiotech field to look at its
communication practices by examining (1) the assumption that education
will increase acceptance of genetically engineered food, and (2) the fear
that labeling will reduce acceptance.
Information Is Not A Cure
An assistant commissioner for a
state agency was explaining to a crowd at a public meeting that the
hazardous waste incinerator proposed for the community posed a minimal
risk. According to him, the incinerator would, at most, lead to the risk
of one additional cancer case in a population of one million over a 70
year history. The crowd's response: "We hope you are the one"
(Hance, Chess, & Sandman 1988).
Would a better explanation of
"one in a million" have led opponents to say "Ah, yes now
we understand. By all means, bring your incinerator to our
neighborhood"? Most practitioners realize that the answer is
"no;" better explanations of risk don't necessarily equate with
more acceptance of a risk. Yet, inordinately great attention has been paid
to crafting messages about technological risks.
The push for "educating"
the public arises from the assumption that once people are educated, they
will see risk as the experts do. Yet, research provides little
"support for the assumption that public concerns are due to
insufficient or inaccurate information--or that public attitudes will
become more favorable as people become 'educated' or 'better
informed.'" (Freudenburg & Rursch, 1990).
Many factors may influence attitudes
and behaviors including, among others, the social context surrounding the
risk and psychological variables. For example, several studies have shown
that perception of agricultural biotechnology differs according to the
form of the application (applications to plants are more acceptable than
those involving animals) (Frewer, Shepherd, & Sparks, 1994). The
acceptability of these applications varied due to perceptions about
ethics, benefit, and needs (Frewer, Shepherd, & Sparks, 1994).
Figure 1: False model of power of
information
Information
Attitude
Behavior
Research concerning other
technologies also suggests that citizens who have more information are
often not on the same side as the technical experts. Human beings are more
complicated than a linear model that suggests an injection of information
will transform how people respond to an issue. If human beings were as
simple as the model in Figure 1, they would be more likely to make
decisions that conform to actuarial tables, which point out how various
activities and occupations affect our longevity. However, those who have
tried to "educate" their children know that providing
information is no guarantee of changing either attitudes or behavior.
Similarly, information is often not
sufficient to make people become "rational," as defined by
technical experts. A prominent social scientist has pointed out that the
concept of rational is subjective: where you sit in society, determines
where you stand on what you consider rational (Rayner, 1992). According to
one study of toxicologists, even experts in the same field (who presumably
know similar information) may make different judgement calls due to gender
and race (white males are more accepting of risk than non-white ones and
women) or professional affiliations (toxicologists in industry perceive
key issues differently than those employed in other sectors) (Kraus,
Malmfors, & Slovic 1992).
One review of studies on the
relationship between knowledge and beliefs found that informed people are
not necessarily supporters of technology (Johnson, 1993). For example, the
nuclear industry, long bound by public opinion, has funded a variety of
studies to determine if people well informed about radiation support
nuclear issues. Questions asked were rather technical in nature, for
example: What is the process that generates energy in nuclear power
plants? What is the fuel that is used in nuclear fission plants? The
researchers then looked at the relationship between ability to answer
these questions and support for nuclear power.
About one-half of the studies
indicate that the people who knew the answers to such questions supported
nuclear power. Other studies found either no difference in knowledge
between pro-and anti-nuclear supporters, or they found people who knew
more were more anti- nuclear. Studies on other issues, including
irradiated food and hazardous wastes, also found similar patterns of the
relationship between knowledge and support for technology.
Of course, perceptions of other
technological issues may differ greatly from those of food produced
through agricultural technology. However, results of studies exploring the
relationship between support of agricultural biotechnology and knowledge
also seem inconsistent. For example, Frewer and colleagues (1994, p. 33)
found in a study of food-related hazards that "perceived risk did not
decrease as perceived knowledge of the potential hazard increased" .
Yet, a review found links between knowledge and acceptance (Zechandorf,
1994).
Both an Office of Technology
Assessment (1987) and a New Jersey survey (Hallman & Metcalfe, 1993)
found significantly more support among those who said they had heard a lot
about genetic engineering than those who heard little. Conversely, an
analysis of attitudes of citizens of different European countries towards
biotechnology found that countries with the highest level of education and
information, Denmark, Germany, and the Netherlands, had the least support
for biotechnology (Almas & Nygard, 1995). In short, the link between
knowledge and attitude is unclear, at best.
This research does not imply that
the biotechnology industry should skimp on providing information or
developing educational materials. Instead, it suggests that information
cannot be seen as an attitudinal cure.
Hunches Are Not Enough
Despite the unwarranted belief in
the power of information, industry and government may not pay sufficient
attention to the development of educational materials. Providing
information is relatively easy. Developing useful information is not. For
example, when two brochures about radon risk were tested to determine
readers' understanding, the brochure structured to facilitate decision
making was notably more helpful than one which contained similar
information, structured differently (Morgan et al., 1993).
While research on perceptions of
biotechnology are increasingly common, research about what people want to
know or have difficulty understanding seems sparse. If educational
materials about agricultural biotechnology are similar to those dealing
with chemical manufacturing, much has been written but little to nothing
has been pre-tested. Pre-testing is essential to determine what readers'
understand, let alone if they find materials relevant, credible, and
acceptable (Office of Cancer Communications, 1989).
Reconsider Labeling
For the most part, the agricultural
biotechnology industry has vehemently opposed labeling of its products,
arguing that labeling should deal with products themselves, not the
processes to produce them (e.g., Barefoot, Beachy, & Lilburn, 1994).
The logistics and cost of separating genetically engineered foods for the
purpose of labeling have also been at issue.
The United States Food and Drug
Administration has agreed with industry that labeling of genetically
altered foods should not be mandated. Nonetheless, those interested in
promoting genetically altered foods might want to consider voluntary
labeling as a way to address concerns about biotechnology. A significant
amount of research about other technologies suggests people see
technological hazards as riskier if the hazards are unfamiliar (e.g.,
Slovic, 1987). This research explains, for example, why people are usually
more fearful of chemical plants than automobiles despite the mortality
statistics that indicate chemical plants cause far fewer deaths per year
than automobiles. This evidence also suggests that familiarity with a new
technology may not breed contempt, but rather greater comfort.
Similarly, research suggests that
foods that are uncommon, eaten by few and without announced benefits, are
seen by laypeople as more likely to cause harm (Fife-Shaw & Rowe,
1996). In addition, a multivariate analysis I conducted on results of a
survey of New Jersey residents (Hallman & Metcalfe, 1993) suggested
that one of the key variables that distinguished those who supported
agricultural biotechnology products was their conviction that they had
already eaten biotechnology products. (Interestingly, because no products
were on the market at the time of the survey, respondent conviction was
false, although reassuring.) These findings reinforce that perception of
familiarity may reduce fear. In addition, even supporters of agricultural
biotechnology feel strongly about the desirability of labeling (e.g.,
Hallman & Metcalfe, 1993).
Although United States industry has
successfully resisted mandatory labeling of products developed through
biotechnology, voluntary labeling should be the subject of further
research. Otherwise, the agbiotech industry will continue fearing public
fear.
References
Almas, R. & Nygard B. (1995). New
biotechnologies: Attitudes, social movements, and regulation.
Prague: European Congress of Rural Sociology.
Barefoot, S.F., Beachy, R.N., &
Lilburn M.S. (1994). Labeling of food-plant biotechnology products.
Cereal Foods World, 39 , 760-765.
Chess, C. (1995). The public and
agricultural biotechnology: Key questions. In R. W. Hardy & J. B.
Segelken (Eds.). Ithaca: National Agricultural Biotechnology Council ,
(pp. 93-100).
Fife-Shaw, C. & G. Rowe. (1996).
Public perceptions of everyday food hazards: A psychometric study. Risk
Analysis, 16, 487-500.
Freudenburg, W. & Rurch J.
(1994). The Risks of putting the numbers in context: A Cautionary tale.
Risk Analysis, 14 (6) , 949-958.
Frewer, L., Howard C., &
Shepherd R. (1997). Public concern in the United Kingdom about general and
specific applications of genetic engineering: Risk, benefits, and ethics.
Science, Technology, and Human Values, 22(1) , 98-124.
Frewer, L., Shepherd R., &
Sparks P. (1994). The interrelationship between perceived knowledge,
control, and risk associated with a range of food related hazards targeted
at the self, other people, and society. Journal of Food Safety,
14, 19-40.
Hallman, W., & Metcalfe J.
(1993). Public perceptions of agricultural biotechnology: A survey of
New Jersey residents. New Brunswick, NJ: Rutgers University's
Ecosystem Policy Research Center.
Hance, B. J., Chess C., &
Sandman P.M. (1988). Improving dialogue with communities: A Risk
communication manual for government.
Johnson, B. (1993). Advancing of
knowledge's role in lay risk perception. In Risk: Issues in health,
safety, and the environment, pp. 190-212.
Kraus, N., Malmfors T., & Slovic
P. (1992). Intuitive toxicology: Expert and lay judgements of chemical
risks. Risk Analysis, 12(2) 215-.
Labelling [sic] the mutant tomato.
(1997, August 7). Economist , 54, p. 344.
Morgan, G., Fischhoff B., Bostrom
A., & Lave L. (1992). Communicating risk to the public: First learn
what people know and believe. Environmental Science and
Technology, 28(11), 2049-2055.
Office of Cancer Communications.
(1989). Making health communications work: A planner's guide.
Washington, D.C.: National Institutes of Health, pp. 89-1493.
Rayner, S. (1992). Cultural theory
and risk analysis. In S. Krimsky & D. Golding (Eds.), Social
theories of risk (pp. 83-116). Westport: Praeger.
Slovic, P. (1987). Perception of
risk. Science, 236, 280-285.
Staff. (1987). New developments
in biotechnology. Washington D.C.: Office of Technology Assessment
Zechendorf, B. (1994). What the
public thinks about biotechnology. Bio/Technology, 12,
870-875.
© 1998 Caron Chess
Suggested Citation:
Chess, Caron. (1998). Fearing fear: Communication about agricultural
biotechnology. AgBioForum, 1(1), 17-21. |
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