Agriculture Reference
In-Depth Information
comprehending and explaining the facts and ideas that fulfill our uni-
verse, and to know what discoveries from science and history mean.
30
The role that the media plays in the construction of social represen-
tation is discussed very eloquently by social theorists. Beck affirms that
“mass media coverage is of key importance considering the fact that haz-
ards are generally imperceptible in everyday life.”
31
Thus, because “the
public can construct an image of the 'biotechnology reality' only on the
basis of what the media themselves decide to convey,”
32
a great exten-
sion of public opinion research also analyzes what the media displays on
GM crops in several different countries.
33
Indeed, some of the more in-
depth investigations have come to the conclusion that media coverage
has led to a “social amplification of risks”
34
within the population.
However, Guivant affirms that in Brazil, cases of food-related fears
within the population are rare and that the Brazilian population “has
an attitude of resignation or indifference towards risks as a result of
unknowing its dimension.”
35
In this section a documented analysis is pre-
sented of the contents displayed by the Brazilian media about GM crops
from January 2000 to June 2005 (period that includes the creation and
approval of the Biosafety law). By analyzing the Brazilian media and the
images it conveys, we may have an idea of the issues concerning GM
crops in Brazil, and have a clear idea of that arguments prevail: scientific
facts, economic interests, environmental values, or health concerns.
30
Jodelet, D. La representaci on social: fen omenos, concepto e teorıa. In: S. Moscovici
(Org.),
Psicologıa social II
. Barcelona: Ediciones Paid os, 1986.
31
(Beck, 1999, p. 64)
32
Gutteling, J. et al. (2002). Media coverage 1973-1996: trends and dynamics. In: M.
Bauer & G. Gaskel (Eds.),
Biotechnology: The Making of a Global Controversy
.Cam-
bridge: University Press.
33
Op. cit.
34
See Frewer, L.; Miles, S. & Marsh, R. (2002). The media and genetically modified
foods: evidence in support of social amplification of risk.
Risk Analysis
. 22 (4) 701-
711.
35
(Guivant, 2001, p. 107) Guivant, J. (2001). A teoria da sociedade de risco de Ulrich
Beck: entre o diagn ostico e a profecia.
Estudos Sociedade e Agricultura.
n. 16. pp. 95-
112.
