Full text (pdf)Farm broadcasting members of the National Association of Farm Broadcasters
(NAFB) were studied to determine their knowledge
and beliefs about biotechnology and genetically modified organisms. This study
used bimodal data collection techniques. Farm
broadcasters in this study were described as typically male, over 35 years of
age, married, and with at least some college education.
Most farm broadcasters had an audience size of more than 50,000 listeners with
typically a local distribution. In addition, most deliver
a story about biotechnology and genetically modified organisms at least once
a week. The majority of farm broadcasters believed that it
was important to have a knowledge base of the subject they were reporting on,
yet they did not demonstrate a high level of knowledge
about food biotechnology, as measured by eight multiple choice questions. The
average farm broadcaster only answered five
of the eight questions correctly. Farm broadcasters believe that the U.S. food
supply is safe and do not feel that GMOs are a risk for
future generations. However, farm broadcasters believe that their audiences
have a higher perception of GMOs as a potential risk to
future generations. Recommendations for future research and evaluation of university
agricultural communication curriculum are
included.