Research On The Credibility Of The Genetically Modified Foods Information Disseminating Channels

In 21st century, the application and development of transgenic technology have been very extensive at home and abroad, impacting nearly all aspects of human life thoroughly. However, the safety and the ethical problems of GMF are always the focus of the controversy around the world. Many years of exploration in the theory and technical practice on breeding had showed that the combination of the conventional and modern breeding techniques is a right direction. Nowadays, China as a developing country, is using more transgenic technology than hers follower and in China the GMF exists widely in people's real life. However, the development of the transgenic technology in our country is also being company with controversy, therefore, effective communication to promote information about GM technology and food are becoming more important and more.In the process of promoting the GMF, there are many factors that will impact the attitude of the audience. As basic sources from which the audiences get information, GMF information disseminating channels are important factors affecting the attitude of the audience, the audience's trust in them directly impact on the audience's perception and their attitude about GMF. Therefore, in the visual of communication field, investigating the audiences'attitude about the channels, then trying to find the factors that influence the audiences'trust, finally summing up what the most effective communication means and methods are, which can be considered as the main purpose and content of this paper.This paper adopted 5 kinds of research methods, which are literature review, questionnaires, text analysis, behavioral experiments and in-depth interviews, access to gain more detailed research materials. After careful consideration and selection, we chose Wuhan City of Hubei Province and Xingtai City of Hebei Province as our investigated places, for they are different in economic development, culture, communication, eating habits, etc. so the data has some representation. The survey combined the methods of stratified sampling and random sampling,150 samples were gained from each city, and the total number is 281. According to specific research object, some statistical analysis methods are used in this paper, such as brief description and establish regression models to study the factors which can influence the reliability of the GMF information disseminating channels. After comprehensive study, the following main conclusions can be drawn:(1) the audience's perception of GMF are less and the audience's perception of GMF does not significantly affect the change of their attitude; (2) the audiences get information about GMF mainly from the mass audience, transgenic experts have greater persuasive in the promotion of GMF, and in totally, the audiences consider that the overall evaluation of the mass media is in a low level; (3) the audience's age and education affect their assessment, and they may rely on some medium to get information but which does not mean that they trust the channel; the mass media and interpersonal communication channels are roles of complementary in GMF information dissemination, both are indispensable.The study means that the information's promotion of transgenic technology and food is not in place in our country. Therefore, relevant departments should strengthen the power of disseminating the information about GM technology and food, the Government needs to strengthen the management about GM food. In the promotion process of GMF, different channels have different credibility, so it is necessary to combine different channels according to the characteristic of their own and the characteristic of different audience, to draw up a set of promotion plan completely and effectively.