Communicating with the public at large: expectations, frames and 'impacts’
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Leiden Science Communication Seminar by Frans van Dam on 28/09/2012
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Communicating with the public at large: expectations, frames and 'impacts’
- 1. Communicating with the public at large: expectations, frames and 'impacts’ Frans van Dam 28-09-2012
- 5. 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”
- 6. At our disposal • Committee • Staff (6 p) + consultancies • 4,5 M€ • 10 months (March – December 2001)
- 9. Report: • exchange of information • awareness raised • recommendations to government But: • Did the debate make a change? • Was ‘the debate’ improved
- 12. Lesson 1: Meaningful concepts • GMO pros & cons • Food production • Sustainable agriculture • Food related concerns – Pesticides – Additives – ….
- 13. Lesson 1
- 14. Lesson 1
- 16. Lesson 2 Impact • Do not aim too high! • Objectives: as SMART as possible • Consider qualitative effects as well
- 17. Lesson 3: target group • The ‘public at large’ does not exist • Choose your target well
- 20. Lesson 4: Test, test & test • If possible: pre-test your materials • Look for qualitative data