Genetically Modified foods: What is the Mass Media’s role in Shaping Consumer Perception’s and Knowledge?

Advances in recombinant DNA technology during the 1990’s have modified crops to produce traits not possible with traditional breeding techniques. These genetically modified (GM) foods can be modified to generate higher nutrient and yield levels, and to produce their own pesticides, fertilizers, and vaccines. This technology has caused considerable consumer debate, with opponents stressing health, environmental, economic, and moral consequences. Consumers are ultimately in control of the GM issue, and are in turn highly influenced by the mass media (Cracknell 1993). This study aimed to determine if different mass media sources give distinct perception and knowledge of GM foods. A self-administered survey of 105 Berkeley supermarket consumers was employed to acquire this information. This survey concluded that most consumers (58%) do consult the mass media, specifically newspapers (44%), for information on genetically modified foods. Respondents were given composite scores to their answers of knowledge and perception questions, and from these pair-wise comparisons between mass media sources were made. In terms of perception, comparison between television and radio was found to be significant, with TV producing a more positive perception of GM foods. Significance was additionally found between newspapers and radio, with radio giving a more negative perception. No significance existed between television and newspapers. In terms of knowledge, significance was displayed again between television and radio, with radio providing a higher mean knowledge score. No significance was found between newspaper and radio. Finally, significance was discovered to exist between television and newspaper, with newspapers giving a higher mean knowledge score.