From Blog to lab: testing messages to shift public opinion on gene editing

Area of Science:

• Biotechnology Communication
• Public Opinion Research
• Gene Editing Technologies

Background:

• Public acceptance is crucial for advancing biotechnology in agriculture and medicine.
• Effective communication strategies are needed to shape public perception of gene editing safety.

Purpose of the Study:

• To identify communication strategies that most effectively influence public opinion on gene editing safety.
• To evaluate the impact of messenger, message framing, and application context on public perception and knowledge.

Main Methods:

• A randomized survey experiment with 3,200 U.S. respondents.
• Participants viewed one of eight videos varying in messenger, message framing, and application context.
• Analysis focused on opinion change and knowledge retention across different communication conditions.

Main Results:

• Video interventions generally improved perceptions of gene editing safety.
• Application context significantly impacted knowledge retention; context-aligned information led to better recall.
• Messenger type and message framing had minimal effects on knowledge outcomes.

Conclusions:

• The application context of gene editing information is more critical for public understanding than messenger or framing.
• Tailoring communication to specific fields (agriculture or medicine) enhances public comprehension and acceptance of gene editing.
• Findings provide actionable insights for science communicators, policymakers, and stakeholders.