Communicating with the public at large: expectations, frames and 'impacts’
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Transcript of Communicating with the public at large: expectations, frames and 'impacts’
Communicating with the public at large: expectations, frames
and 'impacts’
Frans van Dam
28-09-2012
The Minister (January 2001):
• “The cabinet sees mordern biotechnology as a key technology ….”
• “… clarify under what conditions food biotechnology is socially acceptible.”
• “… the public debate is a good approach for the people to consider whether and when biotechnology developments are acceptable”
At our disposal
• Committee• Staff (6 p) + consultancies• 4,5 M€• 10 months (March – December 2001)
Report:
• exchange of information• awareness raised• recommendations to government
But:• Did the debate make a change?• Was ‘the debate’ improved
Lesson 1: Meaningful concepts
• GMO pros & cons
• Food production• Sustainable agriculture• Food related concerns
– Pesticides– Additives– ….
Lesson 1
Lesson 1
Lesson 2 Impact
• Do not aim too high!• Objectives: as SMART as possible• Consider qualitative effects as well
Lesson 3: target group
• The ‘public at large’ does not exist• Choose your target well
Lesson 4: Test, test & test
• If possible: pre-test your materials• Look for qualitative data