JOURNAL
ARTICLE: PRINT MEDIA REPORTAGE OF AGRICULTURAL BIOTECHNOLOGY Authors:
Mariechel J. Navarro, Donna Bae Malayang and Jenny A. Panopio
Journal of Media and Communication Studies Vol. 3(9),
pp. 281-288, September 2011 Accepted 08 August 2011 View
Source
ABSTRACT
The Philippines is the first and only Asian country to approve
genetically modified (GM) Bt corn for commercialization. Even
prior to its approval and eventual commercialization, the
print media assumed a critical role in providing information
about biotechnology and in documenting the scientific process
that led to its adoption by farmers. To develop an understanding
of the media coverage of modern biotechnology in the Philippines,
a ten- year study (2000 to 2009) was conducted to find out
how the country’s three major national newspapers Manila Bulletin,
Philippine Daily Inquirer and Philippine Star defined biotechnology
through the use of metaphors. Categorized mostly under fear-
and promise domains, metaphors were dominant during the first
half of the decade due to uncertainty and unfamiliarity of
the technology and the absence of concrete biotech products.
An analysis of metaphors showed exaggerated claims and drama
initially but a shift towards straight science-based reporting
citing authoritative sources was observed over time. This
shows the ability of the Philippine press to define accurately
and describe the technology. It was able to negotiate meanings
with scientists and key stakeholders enabling it to evolve
from sensational writing to clear definitions of concepts
and processes..
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