A Communication Study On Media Event Of Genetically Modified Rice

Genetic technology is one of biological technology which plays an important impact on human life. With the continuous development of genetical technology, genetically modified food takes on our dining table gradually. GM food is not just high-tech products but also involved in bioethics, social culture, consumer psychology, the distribution of benefits and other social problems,which causes great concern around the world. In the past 10 years,GM food is a highly controversial topic all over the world.As approaches to science communication mainly rely on mass media,media event is one of important means of science communication and presentation. Media event has aroused a high degree of involvement among stakeholders, which lead to an interactive game between public opinion,public interest and government power.This process may change the old policy and stimulate the formation of new policy. This paper studies a media event in the process of communication on genetically modified food, From communication point of view,the study mainly discusses background, process, mechanism, social influence of a media event on genetically modified rice in China based on text analysis. We regards media event of GM rice as a signifying text, analyzes the role and internal relations of government,Greenpeace Organization,scientist, the audience and other stakeholders in the process of building the media event and reveals the forces behind the text production. This can make answer to the problems in the field of science communication based on empirical research.Commercial cultivation of genetically modified rice encountered government, civil and media different voices,so this event is a good example to stimulate social reflection and affect the social constructio,having important news value and symbolic significance.