The media and public understanding of biotechnology - A survey of scientists and journalists

An exploratory survey was conducted to investigate the perceptions and opinions of two important "expert" groups-scientists and journalists. Scientists working in the biotechnology field and journalists who had written or broadcast about it were regarded as key players in the communication of information about scientific developments to the lay population. This research showed that both groups agreed that the media have an important part to play in informing the public about biotechnology. Scientists were more likely than journalists to perceive coverage as too sensational and dramatic, too speculative, with too muck emphasis on risks. Scientists did not exhibit much trust in journalists, even though journalists were as likely nr scientists to agree that media reporting of biotechnology should be sober; balanced, and focused on the facts. Both groups also agreed that journalists need to ensure they are technically prepared when reporting on complex science issues. Scientists probably needed more media training and support from their own professional culture to facilitate more effective relations with media professionals and the public.