Science versus Emotion – Getting the Balance Rightdata.daff.gov.au/brs/brsShop/data/11mar05_hartland.pdf · 2009-07-17 · Consumers are seeking balanced information on biotechnology,

BRS SEMINAR SERIES PRESENTS

Friday 11 March

Science versus Emotion – Getting the Balance Right

Kerri HartlandBiotechnology Australia

Biotechnology Australia is an agency comprising five Australian Government partner departments.It is responsible for coordinating non-regulatory biotechnology issues for the AustralianGovernment, and for developing the National Biotechnology Strategy. It also seeks to providebalanced and factual information on biotechnology to the Australian community.

Biotechnology Australia's public awareness program aims to increase general awareness ofbiotechnology and its applications. Consumers are seeking balanced information on biotechnology,ranging from the basics of gene technology to the details of the regulatory processes. There is astrong preference from the community for the Government to be a primary source of information.

One of the key issues is getting the right balance between technology adoption and communityviews. Part of the work of the public awareness program is to monitor public attitudes tobiotechnology and interact with the community to assess the level of acceptance of a wide range ofbiotechnologies. Saying to the community ‘you just don't understand the science’ is not a solution.Understanding community concerns is an important aspect to helping guide policy makers in thiscomplex area.

Understanding drivers ofcommunity concerns

towards biotechnology

Understanding drivers ofcommunity concerns

towards biotechnology

Kerri Hartland

Head of Division

Biotechnology Australia Public Awareness

goals:

to create an environment where members of the

public are able to make informed decisions on the

applications, uses and future of biotechnology,

through the provision of balanced factual

information, explaining the benefits and risks of the

technology.

“Real scientific developments are occurringso fast that they outstrip the speed withwhich society can respond. Stem cellcultures, genetic engineering, internetcommunication, cloning and more, allhighlight science’s extraordinary progressand, at the same time, society’s ponderousinability to copy with the ethical and legalconsequences of it all.”

Rob Morrison, Uni Adelaide (Ockhams’ Razor, 2001)

The Problem?

The Public The Science

Biotechnology

Emotion Fact


Biotechnology

Emotion Fact


Biotechnology

Emotion Fact

1. Information1. Information

5. Consumer benefit5. Consumer benefit4. Consumer 4. Consumer choicechoice3. Consultation3. Consultation2. Regulation2. Regulation

Factors of Influence forAdoption of New Technologies.


2. Regulation2. Regulation

3. Consultation3. Consultation

4. Consumer 4. Consumer choicechoice

5. Consumer benefit5. Consumer benefit

1. Misinformation1. Misinformation

2. Lack of regulation2. Lack of regulation

3. No consultation3. No consultation

4. No consumer 4. No consumer choicechoice

5. No consumer benefit5. No consumer benefit

AcceptanceAcceptanceRejectionRejection

Pro-groupsAnti- groups

biotechnology

The Media

Activist Groups

General Public

Lesson # 1. The public debate is not about the science

Lesson # 1. The public debate is not about the science












GM Medicines












GM foods and crops












GM foods and crops

Anti-GM groups

1600

20080

30 12 10

200

400

600

800

1000

1200

1400

1600

1800

Loss of life expectancy

SmokingDriving a Car

Air pollutionCoffee drinking

RadiationPlane crashes

Risk Perception/actual risk

Actual Risk

Known

Unknown

Controlled Uncontrolled

Nuclear Poweraccidents

DDT

Terrorism

War

Nuclear

Weapons

Highest riskHighest risk

Risk Perceptions

Perceived Risk

DNAtechnology

Pesticides

Smoking

Radioactivewaste

Low Risk High Risk

VoluntaryVoluntary

CommonCommon

Not fatalNot fatal

KnownKnown

Known to scienceKnown to science

ControllableControllable

OldOld

InvoluntaryInvoluntary

RareRare

FatalFatal

UnknownUnknown

Not known to scienceNot known to science

Not controllableNot controllable

NewNew

FACTORS OF RISKFACTORS OF RISK

risksrisks

BenefitsBenefits

RisksRisks• can be vague

• have risen in society

• are often perceived tobe higher than actuality

• are accepted withoutacknowledgement ofbenefits

• are increased by: long-term effect global impact irreversible

BenefitsBenefits•• must be specific

• need credible evidence

• have more impact whenpersonal or close toindividual

• benefit is best acceptedwhen acknowledgingrisks

• are increased by: personal economic

impact personal needs impact

The concept of risk haschanged in most Australiansminds, since September 11and the Bali and MadridBombings, and there aremany more perceived risksin society and societalconcerns have risen overall.

Changed attitudes to riskChanged attitudes to risk

Managing Risk Perceptions

ÿ not about explaining the data

but

ÿ about reducing the outrage

Lesson # 2. Perceptions aremore important than realityLesson # 2. Perceptions aremore important than reality

Moral Acceptability ofHuman Stem Cell Situations 2002-04

0

10

20

30

40

50

60

70

80

90

100

Derivedfrom

Embryos

Derivedfrom Adults

HumanCloning

GeneticTesting ofUnbornChildren

GeneTherapy -Disorders

GeneTherapy -Diseases

Acceptable 2002

Acceptable 2003

Acceptable 2004

Not Acceptable 2002

Not acceptable 2003

Not Acceptable 2004

Key findings over four years:Perceived Moral Acceptability for Society

40

45

50

55

60

65

70

75

80

1999 2001 2003

Use human genes inmedicines/vaccines

Make plants more pestresistant

Testing Embryos topredisposition todisease

Using gene technologyin food and drinks

Using human genes inanimals for growingorgans

ÿ Public confidence in science is slippingglobally

Confidence in Science

ÿ Some science has gone from the cure forall our woes – to the cause of many of ourwoes

ÿ Many science disciplines are seen at oddswith societal views

Hugh MacKay believesthere are two main viewson the future in Australiansociety today:

Transformationists

Breakdown Merchants

Transformationists say:

‘Most of our problems willbe solved by science -pollution, cancer, the holein the ozone layer…’

Breakdown Merchants say:

‘The machines and technology are takingover. More people will be out of work,families will be torn apart, multi-nationalswill control everything, science andtechnology is out of control…’

‘The machines and technology are takingover. More people will be out of work,families will be torn apart, multi-nationalswill control everything, science andtechnology is out of control…’

Both are saying the socialimpacts of science are not within

their control…

Lack of trust in publicinstitutions

Anti-globalisation andanti-multinationalism

Public health scaresand environmentaldisasters

Increasedempowerment ofconsumers

Internet asalternative media

Increased demand forscrutiny andconsultation ofgovernment

Increaseddemocratisation ofdecision making

Oh Brave New WorldOh Brave New World

Lesson # 3. If you isolate the public from the scienceit will be harder to engage them

with it

Lesson # 3. If you isolate the public from the scienceit will be harder to engage them

with it

TRUST

******Expertise

*****Openness

******Care

CitizensGroups

GovernmentIndustry

* Vincent T. Covello

33

Likely Sources of Information on Gene Technology

20012001

53

33

14

9

3

6

5

24

5

10

0 70%

1999 1999

NOTE: ‘Other’ responses include:Publications/journals, Word ofmouth,Friends and relatives, Consumer& Environmental organisations,Hospitals, Specialists/ doctors/experts and Government.

38

31

12

14

3

2

5

12

13

10

0 70%

20032003

12

9

7

4

1

1

16

2

63

27

0 70%

NOTE: ‘Other’ responsesinclude:Word of mouth, EnvironmentalOrganisations, At work,Conferences, Research/Readings, Magazines/Periodicals, Hospitals,Doctors, Food Packaging,PamphletsConsumer Organisations,Universities/ Lecturers andGovernment.

Internet

Libraries

Newspapers

Science/Academic

Magazines

Television

Books

Radio

Schools

Other

Don’t Know

0

10

20

30

40

50

60

70

80

Yes No Don't know

% r

esp

on

den

ts

2000

2002

Awareness of media coverageAwareness of media coverageof GM foodof GM food

80

78

74

66

52

35

32

32

30

26

12

15

11

26

39

38

56

61

60

64

67

8

7

15

8

9

9

9

7

8

6

6

52

0 20 40 60 80 100

Which Food Modifications are Genetic Modifications?

Yes No Don’t know

20032003

Foods That Contain A Genetically Modified Ingredient

The Change Of Grain Crops To Make Them Pest Resistant

Foods Produced Using Gene Technology Processes

Food Made From Animals Fed With Genetically Modified StockFeed

The Change Of The Flavour In Food

Flavour Or Nutritional Enhancements In Food

Colours In Food

Food With Preservatives

Processed Food

Food Grown With The Use Of Pesticides

Food Grown Using Fertilizers

Lesson # 4. Information doesnot always equal influence

Lesson # 4. Information doesnot always equal influence

Key Lesson: It’s no good getting

the science right if you getthe community processes wrong!

Key Lesson: It’s no good getting

the science right if you getthe community processes wrong!

Found

1. public confused

2. lack of knowledge

3. fear campaigns

4. credible organisations

identified

5. website and hotline

needed

6. Media coverage

confusing and too negative

Strategy

1. position BA as credible

2. scientific/balanced info

3. counter fear campaigns

4. partner with credible

organisations

5. create website and hotline

6. change media coverage

Key Strategies(Strategies and guiding principles endorsed by and used as a global modelby Global Biotechnology Communicators Conference in Cape TownSeptember 2004)

Biotechnology Australia

www.biotechnology.gov.au

Documents

Science versus Emotion – Getting the Balance Rightdata.daff.gov.au/brs/brsShop/data/11mar05_hartland.pdf · 2009-07-17 · Consumers are seeking balanced information on biotechnology,