Public Opinion about Press Coverage of Genetically Modified Foods

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Public Opinion about Press Coverage of
Genetically Modified Foods
Kathleen Schmitt and Albert C. Gunther Dept. of
Life Sciences Communication University of
Wisconsin - Madison
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The Hostile Media Effect

• The tendency for subjects who are highly
  involved in an issue or group (i.e. partisans) to
  view news content of that issue as biased against
  their own point of view.

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The Relative Hostile Media Effect

• Both sides may see news as slanted in the same
  direction, but each side will see the slant as
  relatively more disagreeable to its own position.

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Two Sides of the Issue
Ad from Council for Biotechnology Information
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Two Sides of the Issue
Greenpeace Protest at Kelloggs
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Partisans for This Study
Pro-GM foods
Anti-GM foods
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News Article
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Student Essay
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General Perceived Bias in Portrayal of GM Foods
Supports GM foods
OpposesGM foods
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Perceived Bias in Portrayal of GM Foods Opponents
Biased in Favor of Opponents
Biased against Opponents
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Percentage of Content Favorable to GM Foods
Supports GM foods
OpposesGM foods
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Perceived Reach
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Are the arguments presented stronger on one side
of the issue than the other?
Supports partisans position
Opposes partisans position
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Does the evidence lean more toward one side of
the issue than the other?
Supports partisans position
Opposes partisans position