i s a a a International Service for the Acquisition of Agri-biotech Applications

ISAAA Briefs

brief 45

From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Mariechel J. Navarro Kristine Grace Natividad-Tome Kaymart A. Gimutao

No. 45 - 2013

BRIEF 45

From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Mariechel J. Navarro Kristine Grace Natividad-Tome Kaymart A. Gimutao

No. 45 - 2013 Published by: The International Service for the Acquisition of Agri-biotech Applications (ISAAA).

Copyright: ISAAA 2013. All rights reserved. Whereas ISAAA encourages the global sharing of information in Brief 45, no part of this publication maybe reproduced in any form or by any means, electronically, mechanically, by photocopying, recording or otherwise without the permission of the copyright owners. Reproduction of this publication, or parts thereof, for educational and non-commercial purposes is encouraged with due acknowledgment, subsequent to permission being granted by ISAAA.

Citation: Navarro, M., K. Tome, and K. Gimutao. 2013. From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication. ISAAA Brief No. 45. ISAAA: Ithaca, NY.

ISBN: 978-1-892456-54-0

Info on ISAAA: For information about ISAAA, please contact the Center nearest you:

ISAAA AmeriCenter ISAAA AfriCenter ISAAA SEAsiaCenter 105 Leland Lab PO Box 70, ILRI Campus c/o IRRI Cornell University Old Naivasha Road DAPO Box 7777 Ithaca NY 14853, U.S.A. Uthiru, Nairobi 00605 Metro Manila Kenya Philippines

Electronic copy: E-copy available at http://www.isaaa.org/ or email [email protected] for additional information about this Brief. Table of Contents

iii Preface

v Authors and Contributors

vii Abbreviations and Acronyms

xi Tables and Figures

1 Introduction

5 Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network

13 Communicating Crop Biotechnology: Experiences from the Field

27 Stakeholder Engagement: Enhancing the Sharing of Experiences

29 A. Media

36 B. Policy Makers

38 C. Academics/Scientists

42 D. Farmers

46 E. Religious Sector

48 F. Multi-Stakeholder Groups

51 Public Outreach: Transforming the Way People Learn About Biotech

59 Publications: Contributing to the Robust Knowledge on Crop Biotech and Science Communication

73 Radio: Still the People’s Medium

79 Cartoons: Popularizing Crop Biotech

89 Internet: The Global Medium in Crop Biotech Communication

103 Invigorating the Biotech Communication Landscape: Explorations into Other Communication Modes

107 References

115 Appendix

133 Index

i ii Preface

From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication attempts to highlight the communication strategies and activities implemented by the global information network of the International Service for the Acquisition of Agri-biotech Applications (ISAAA). The initiatives of the Global Knowledge Center on Crop Biotechnology (KC) as well as the individual inputs of the Biotechnology Information Centers (BICs) have collectively contributed to addressing the information interests and needs of different stakeholders within countries and across nations.

This Brief shows how a growing understanding of science communication has made it possible to move beyond one-way communication activities whose main objective is merely to disseminate information. Now we see more efforts to engage the public in constructive and proactive debate.

The inspiration to write this Brief stems from the ISAAA book Communication Challenges and Convergence in Crop Biotechnology released in 2011. It presents case studies in Asia and Australia on the status of biotechnology in specific countries and the communication activities being implemented by both private and public sectors. The book highlights the fact that ISAAA’s global information network is playing a significant and crucial role in the greater awareness and understanding of crop biotechnology and in contributing to the dynamic field of science communication.

The implementation of communication modes or approaches is only part of a more complex process. However, the intent of this Brief is to focus on the divergent channels and combination of strategies that the network has implemented. From an array of conventional media formats (both interpersonal and mediated), the network has ventured into innovative modes that reflect the creative and dynamic approach to addressing specific challenges to biotech communication.

The Brief starts with an introductory discussion on how new ideas, innovations, and processes go through a process of uncertainty, resistance, and fear before they are eventually accepted or adopted. Lessons from history suggest the need for openness and transparency through public engagement with science and technology and the need for science communication. The second chapter deals with how ISAAA responds to the need for science communication and knowledge management by highlighting the biotech information network in Asia, Africa, Latin America, and Europe. Unique cases from two countries documented by BICs demonstrate how specific communication activities have contributed to meeting desired objectives and reaching identified audiences. Subsequent chapters focus on the use of face-to-face communication and mediated channels, showing the strengths and weaknesses as well as the documented impact of stakeholder engagement, publications, radio, cartoons, and the Internet. The Brief ends with an analysis of the biotech communication landscape and the challenges and opportunities ahead.

iii Preface

Brief 45 would not have been possible without the support of Drs. Clive James (Chair of the Board) and Randy A. Hautea (Global Coordinator) of ISAAA. They encouraged the KC team to develop this publication as part of its knowledge management activity in particular, and as a contribution to the robust field of biotech communication.

Much of the information and experiences shared in the Brief came from existing documents, publications, reports, and articles generated by ISAAA and its biotech information network. Additional details were sourced from the BICs during a communication workshop in Phuket, Thailand in 2012, and subsequent email interviews. Both KC and the BICs provided substantial inputs, reviewed the content, contributed photos, and gave feedback during various stages in the development of this publication.

Several people contributed to making this Brief a reality. The Brief was reviewed by Dr. Lily Ann D. Lando, Director, Applied Communication Division, Philippine Council for Agriculture, Aquatic, and Natural Resources Research and Development, and Dr. Renando O. Solis, ISAAA consultant. Dr. Serlie B. Jamias, Associate Professor of the College of Development Communication, University of the Philippines Los Baños edited the final manuscript. Eric John Azucena conceptualized the innovative layout and cover design. ISAAA staff provided various forms of assistance during the preparation of this publication.

We hope that the members of the ISAAA global information network and all those involved in biotech communication will review what have been collectively implemented, adapt from the documented experiences, and get inspired to develop more innovative and out-of-the-box ideas. More importantly, however, is that we should be guided by the thought that modalities are only tools to facilitate communication so that people have a favorable environment for transparent and open discussion about the technology.

Mariechel J. Navarro Kristine Grace Natividad-Tome Kaymart A. Gimutao

iv Authors and Contributors

Mariechel J. Navarro is the Director of ISAAA’s Global Mahaletchumy Arujanan is the Executive Director of the Knowledge Center on Crop Biotechnology (KC). She Malaysian Biotechnology Information Center (MABIC) has a PhD in Development Communication from the in Petaling Jaya, Malaysia. She holds a BS degree in University of the Philippines Los Baños. She has been Microbiology and Biochemistry, an MS in Biotechnology, with the KC since its inception in September 2000. and PhD in Science Communication from the University Her internship at the CAB International in the United of Malaya. She is an awardee of the Third World Kingdom on managing a biotechnology information Academy of Sciences (TWAS) Regional Prize for Public system on the Internet led to the development of the Understanding of Science for East and Southeast Asia weekly e-newsletter Crop Biotech Update that has over and the Pacific Region. one million subscribers. Eric John Azucena is the Information Management Kristine Grace Natividad-Tome is a Program Associate at Specialist of ISAAA. From the University of the ISAAA’s KC. She obtained her Bachelor of Science degree Philippines Los Baños, he earned his BS Chemical in Biology from the University of the Philippines Los Engineering degree and a Diploma in Computer Science. Baños. Aside from being an information technology specialist and licensed chemical engineer, he was a university Kaymart Gimutao is a Project Assistant at ISAAA. instructor for four years teaching basic, organic, and He finished Bachelor of Science in Development physical chemistry. Communication major in Science Communication at the University of the Philippines Los Baños. He is currently Brigitte Bitta is a Program Assistant at ISAAA AfriCenter. pursuing an MS in Environmental Science at the same She holds a Bachelor of Science degree in Microbiology, university. Zoology, and Chemistry from Bangalore University, India. She assists in the implementation of various projects of Naglaa Abdalla is the Acting Director of Egypt the Biotech Information Centers in East Africa and West Biotechnology Information Center (EBIC) based at Cairo Africa and serves as the secretariat of the Open Forum on University in Giza, Egypt, where she is also a professor Agricultural Biotechnology project. at the Department of Genetics. She obtained her PhD in Molecular Genetics from Cairo University in 1986 and has Bhagirath Choudhary is ISAAA Director for Strategic been teaching since 1979. Naglaa is also the editor-in- Initiatives and concurrently Director of ISAAA South chief of GM Crops and Food, a Landes Bioscience journal Asia Office based in New Delhi, India. He obtained his based in Texas, USA. Bachelor in Agricultural Engineering and Masters of Business Administration in Technology Management Supat Attathom is the Director of the Biotechnology from Asian Institute of Technology in Thailand. He is and Biosafety Information Center (BBIC) hosted by the currently pursuing his PhD at the Ghent University in College of Agriculture, Kasetsart University in Nakhon Ghent, Belgium. Pathom, Thailand. He holds a PhD in Plant Pathology from the University of California at Riverside, USA. Clement Dionglay is a Project Assistant at ISAAA’s KC. She earned her bachelor’s degree in English from the Asian Institute of Distance Education in Makati, Philippines and is currently studying law.

v Contributors

Kadambini Gaur is the Scientific Officer of the ISAAA Dewi Suryani Oktavia is a Program Manager at South Asia Office based in New Delhi, India. She is a Indonesian Biotechnology Information Center biotechnologist by profession and has worked with (IndoBIC). She obtained her BS degree in Agriculture the Biotech Consortium of India Ltd. (BCIL) on many and MS degree in Management from Bogor Agricultural projects and biosafety/regulatory-related activities. She University, Indonesia. obtained a postgraduate degree from Thapar Institute of Engineering and Technology, Patiala, Punjab, India. Jenny Panopio is the Network Administrator of SEARCA BIC. She holds an MS degree in Molecular Biology and Margaret Karembu is the Director of ISAAA’s Biotechnology from the University of the Philippines Los AfriCenter based in Nairobi, Kenya. She holds a PhD Baños. in Environmental Science Education from Kenyatta University and has over 10 years of experience in Nooshamira Shamsuddin is a Project Officer at the university teaching. Margaret oversees the Africa-based Malaysian Biotechnology Information Center. She holds Biotechnology Information Centers in East and Central a BS degree in Marine Biology from the University of Africa (Kenya), Francophone Africa (Mali/Burkina Faso), Malaysia in Terengganu. and Egypt. Fusao Tomita is the Director of the Nippon Rochella Lapitan is a former Program Management Biotechnology Information Center. He is an adjunct Associate at SEAMEO Regional Center for Graduate Study professor at Open University of Japan, and Professor and Research in Agriculture (SEARCA) Biotechnology Emeritus of Hokkaido Univesity. He is also the founder Information Center based in the Philippines. She earned and president of A-HITBio, Inc. her Bachelor of Science degree in Computer Science at Trace College, Los Baños, Laguna. David Wafula is the Coordinator of Program for Biosafety Systems (PBS) hosted by ISAAA AfriCenter. He holds Hien Thu Le was a former Senior Assistant of Ag Biotech a Masters degree in Development Studies from the Vietnam. She obtained her undergraduate degree in International Institute of Social Studies Erasmus Foreign Trade, major in Journalism, from Hanoi Foreign University, the Netherlands and a Bachelor’s degree in Trade University in Vietnam. Environmental Studies from Kenyatta University, Kenya.

Sophia Mercado is an Information and Communications Sammer Yousuf is an Assistant Professor at the H.E.J. Assistant at SEARCA BIC. She finished her BS degree in Research Institute of Chemistry of the International Development Communication major in Development Center for Chemical and Biological Sciences (ICCBS), Journalism from the University of the Philippines Los University of Karachi, Pakistan. She concurrently works as Baños. Coordinator of the Pakistan Biotechnology Information Center (PABIC). She obtained her PhD from ICCBS and Khondoker Nasiruddin is the National Coordinator of has been actively involved in many programs and the Bangladesh Biotechnology Information Center activities organized on biotechnology and chemistry by hosted by the Bangladesh Agricultural University PABIC and ICCBS. (BAU). He obtained his PhD from London University and pursued postdoctoral study at the International Tian Zhang is the Research Assistant of China Center for Genetic Engineering and Biotechnology. He is Biotechnology Information Center, and the editor concurrently a professor at BAU. of China Biotechnology journal. She earned her MS degree in Biochemistry and Molecular Biology from the Faith Nguthi is a Senior Program Officer at ISAAA Graduate University of Chinese Academy of Sciences. AfriCenter. She holds a PhD in Social Science from the University of Wageningen in the Netherlands, and MS in Horticulture and BS in Agriculture from the University of Nairobi, Kenya.

Jonathan Odhong is ISAAA AfriCenter’s Communications Officer. He holds a BA degree in Mass Communications with Information Technology from Maseno University in Kenya. Currently, he is pursuing his MA in Communication Studies at the University of Nairobi.

vi Abbreviations and Acronyms

AATF African Agricultural Technology CGIAR Consortium of International Foundation Agricultural Research Centers ABB Asia Biobusiness Pte. Ltd CIMMYT International Maize and Wheat ABSF African Biotechnology Stakeholders Improvement Center Forum CLA CropLife Asia ABSPII Agricultural Biotechnology Support COMESA Common Market for Eastern and Project II Southern Africa APEC Asia-Pacific Economic Cooperation COMSTECH Committee on Scientific and ASCU Agricultural Sector Coordination Unit Technological Cooperation ASFARNET Asian Farmers Regional Network CPB Cartagena Protocol on Biosafety BAA Biotechnology Alliance Association CSBT Chinese Society of Biotechnology BBC British Broadcasting Company CSU Cagayan State University BBIC Biotechnology and Biosafety DNA deoxyribonucleic acid Information Center DVS Department of Veterinary Services BCP Biotechnology Coalition of the EAC East African Community Philippines EBIC Egypt Biotechnology Information BdBIC Bangladesh Biotechnology Center Information Center ECABIC East and Central Africa Biotechnology BEIC Biotechnology Education and Information Center Information Center FAO Food and Agriculture Organization of BgBIC Bulgaria Biotechnology Information the United Nations Center FAQ frequently asked question BIC Biotechnology Information Center FGD focus group discussion BioEROC Biotechnology-Ecology Research and FSB fruit and shoot borer Outreach Consortium GM genetically modified/genetic BIOTROP SEAMEO Southeast Asian Regional modification Center for Tropical Biology GMO genetically modified organism BMARC Biotechnology for Life Media and Advocacy Resource Center HLPDAB High Level Policy Dialogue on Agricultural Biotechnology BSE bovine spongiform encephalopathy HOBIA Hokkaido Bio-Industry Association Bt Bacillus thuringiensis HT herbicide tolerant CABIC China Biotechnology Information Center IBERCIB Center for Information on Biotechnological Innovations / CBU Crop Biotech Update El Centro de Informacion en CEBIB Center for Biotechnology and Innovaciones Biotechnologicas Bioinformatics

vii Abbreviations and Acronyms

ICABIOGRAD Indonesian Center for Agricultural NEMA National Environment Management Biotechnology and Genetic Resources Authority Research and Development NGO non-governmental organization ICRISAT International Crops Research Institute NRE Natural Resources and Environment for the Semi-Arid Tropics NSTDA National Science and Technology IDRC International Development Research Development Agency Center OFAB Open Forum on Agricultural IEC information, education, and Biotechnology communication OIC Organization of Islamic Conference IHIA International Halal Integrity Alliance OM outcome mapping ILRI International Livestock Research Institute PABIC Pakistan Biotechnology Information Center IndoBIC Indonesian Biotechnology Information Center PBS Program for Biosafety Systems INERA Institut de’ Environnement et PC Programming Committee Rechershes Agricoles PCAARRD Philippine Council for IRRI International Rice Research Institute Agriculture, Aquatic, and Natural Resources Research and Development ISAAA International Service for the Acquisition of Agri-biotech PCR polymerase chain reaction Applications PICCA Philippine International Cartoons, IT information technology Comics, and Animation IVEGRI Indonesian Vegetables Research PK Pockets of Knowledge Institute PRSV papaya ringspot virus K Quest Knowledge Quest PSciJourn Philippine Science Journalist KAP knowledge, attitude, and practice Association KARI Kenya Agricultural Research Institute PSCST Punjab State Council for Science and Technology KBIC Korea Biotechnology Information Center R&D research and development KC Global Knowledge Center on Crop RECOAB Réseau des communicateurs ouest Biotechnology Africains en Biotechnologie (West African Network for Communicators KEBS Kenya Bureau of Standards on Agricultural Biotechnology) KEPHIS Kenya Plant Health Inspectorate RSS Rich Site Summary Service RT retweet KPI key performance indicator RuBIC Russian Biotechnology Information MABIC Malaysian Biotechnology Information Center Center SEAMEO Southeast Asian Ministers of MMTK multi-media training kit Education Organization MOEF Ministry of Environment and Forests SEARCA SEAMEO Southeast Asian Regional MP Member of Parliament Center for Graduate Study and MPOB Malaysian Palm Oil Board Research in Agriculture NBC National Biosafety Committee SEO Search Engine Optimization NBIC Nippon Biotechnology Information SMS short message service Center SNS social networking sites NCBI National Center for Biotechnology SOA school-on-the-air Information STAK Seed Trade Association of Kenya NCST National Council for Science and TNAU Tamil Nadu Agricultural University Technology viii UN United Nations UNECA UN Economic Commission for Africa UNEP-GEF United Nations Environment Programme-Global Environment Facility UNESCO United Nations Educational, Scientific, and Cultural Organization UoN University of Nairobi UPLB IPB University of the Philippines Los Baños-Institute of Plant Breeding URL uniform resource locator USAID United States Agency for International Development USDA United States Department of Agriculture VASAT Virtual Academy for Semi-Arid Tropics VoIP Voice over Internet Protocol VOV Voice of Vietnam WEMA Water Efficient Maize for Africa

ix x Tables and Figures

List of Tables

1 List of BICs and country nodes 14 Sample cartoons on biotechnology published 2 Comparison of Asian countries: factors in national newspapers from 2000-2009 affecting biotechnology developments, 15 Benefits of biotechnology as perceived by communication challenges, and BiotechToons cartoonists recommended responses 16 Sample cartoons from BiotechToons entries, 3 Draft strategies for communicating agri- 2011 biotech between scientists and journalists 17 Representation of a scientist by newspaper 4 Summary of BICs’ website contents cartoonists and BiotechToons artists 18 Tag cloud of words used by cartoonists in newspapers and a sample cartoon with a word List of Figures descriptor 19 Tag cloud of words used by BiotechToons cartoonists 1 ISAAA’s operational framework for biotech communication 20 Visits to www.isaaa.org from different web traffic sources (2009-2012) 2 Message map on biosafety legislation in Kenya 21 Total website visits per year (2009-2012) 3 Communication value web of crop biotechnology stakeholders 22 Top 10 visitors based on number of pages viewed (2012) 4 Screenshot of a media workshop participant’s article published in an online newspaper 23 Most accessed ISAAA pages in 2012 5 Media impressions of ISAAA Briefs 37, 39, 41, 24 Number of downloads of ISAAA publications and 42 from 2009-2012 6 Number of articles on ISAAA Briefs 37, 39, 41, 25 CBU logo and banner and 42 26 World map showing countries with CBU 7 Countries of origin and languages used in subscribers articles about ISAAA Briefs 37, 39, 41 and 42 27 CBU subscribers’ profile according to 8 ISAAA Brief 42 media impressions per region occupation 9 Number of articles per media type for Brief 42 28 Flow of information through the CBU 10 Mandy and Fanny book cover 29 Tag cloud of ISAAA Facebook fans per country (as of December 2012) 11 Adventures of Mandy and Fanny in Kenya book cover 30 Gender and age of ISAAA Facebook fans 12 Lele, Dodo, and Mimi 13 Biotech sQuizBox covers

xi xii From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Introduction 1

Many of the technologies developed diseases. Similarly, when the idea by scientists worldwide are now part of pasteurization was still new of our every day living. Discoveries in the United States, there was a and processes as a result of research strong public resistance towards endeavors have been able to the technology from the dairy increase human life span, enhance industry and even doctors and work-play balance, and improve health representatives. About 71 the quality of life. Ironically, before different objections were raised they were eventually accepted, they ranging from defects in sanitation, had to undergo different degrees of nutrition, public health, and safety to skepticism, uncertainty, resistance, perceived negative economic effects. and fear. Historically, a new idea, Pasteurization has been used for innovation, or process that was the last 200 years, yet it took more introduced to consumers had first than 30 years for it to be accepted to be proven as far superior to an (DeRuiter and Dwyer, 2002). existing one for it to be accepted or adopted. While science plays an However, it is new and revolutionary important role in debunking myths technologies that have galvanized and hearsays, misinformation often much attention from publics and persists despite overwhelming policy makers. Einsiedel (2008) evidence to the contrary. notes that the “emergence of new technologies in the public arena Technologies that underwent a is occurring much earlier in the period of resistance include cars, innovation trajectory” primarily vaccines, and even pasteurization since much of the discussions – all of which have changed the about the technology occurred at way man lives for the better. It took the commercialization stage when time before people warmed up to it was deemed too late. Various the idea that an automobile would stakeholders now have a say in how take the place of the horse and a technology is supposed to move buggy thinking that the latter was forward. Even without any real safer and more reliable. Vaccines indication of risk, a technology can were initially regarded with concern also be affected by loss of public citing political, sanitary, religious, trust (Walker, 2011). Loss of trust can health, and scientific issues (The result to pulling out from the market College Physicians of Philadelphia, of products that are perceived as 2012). At present, vaccines save unacceptable, some of which are not millions of lives with the eradication necessarily from the point of view of of smallpox and other childhood science. This scenario occurs because

1 Introduction

the perception of risk differs not only shift in perspective is that of the society. Despite the fact that over between people (e.g., scientist vs. case of BSE (bovine spongiform 17.3 million farmers in 28 countries layman) but also among countries encephalopathy), more popularly worldwide (of which over 90 percent and cultures. known as mad cow disease. The are from developing countries) are United Kingdom government, in currently planting biotech crops Hence, there is a need for openness its effort to prevent an alarmist and benefiting from the technology and transparency with the publics overreaction to BSE and its possible (James, 2012), public debate on various issues and concerns connection to human health and continues. about the technology including illness generated public outcry its social, economic, cultural, and and mistrust when it eventually Castillo (2003) opines that the strong institutional dimensions. Devos announced that BSE had probably positive, negative, and indifferent et al. (2007) say that the public been transmitted to humans. Irwin responses of the different publics engagement with science and (2009) enumerates key lessons to crop biotechnology demonstrate technology introduces “a new mood learned from the incident that how public opinion matters. Many for dialogue”. The skeptical and have become central to science publics have emerged, contributing ambivalent attitude of Europeans communication: (1) trust can only to an environment where many towards agro-food biotechnology, be generated by openness; (2) persuasions, causes, and conflicts for example, indicates the need to openness requires recognition exist. move beyond scientific evaluation of uncertainty, where it exists; (3) and risk-based policy towards a the public should be trusted to Stakeholders assert their rights to socially more robust evaluation. This respond rationally to openness; know and right to participate in new evaluation considers the non- (4) scientific investigation of risk science-related decisions, which scientific concerns in the genetic should be open and transparent; in turn affect their lives. Poortinga modification (GM) debate such as and (5) the advice and reasoning and Pidgeon (2007) and Peters the pressing issue of food insecurity. of advisory committees should be and Sawicka (2007) cite how This is supported by Hallman made public. Thus, aside from a consumer and non-governmental (2008) who concludes that new technology that delivers perceived organizations were able to pressure technologies require shared societal value to consumers, it is important or threaten shops in Europe to vision of what needs to be done for trust and credibility to be present remove GM products from their and how it is essential, noting that in science and government through shelves. – “members of society should be open dialogue and transparency seen as investors who want to have (Arntzen et al., 2003). In India, Philippines, and Thailand, some influence on the direction of civil society groups were able to development.” influence policy makers to impose Stakeholder Engagement a moratorium on GM research or Holliman et al. (2009) refer to halt the release of a biotech crop a ‘dialogic turn’ from public As science, politics, and public despite regulatory approval. Even understanding of science towards uncertainty interface with each in countries such as China and public engagement with science. other, dialogue or engagement Vietnam where the government This shift came about as scientists with stakeholders becomes a takes a central role in disseminating realized that it was not enough to more important task. Stilgoe and information to its constituents, the just provide information and to Wilsdon (2009) call for “upstream presence of anti-biotech groups are wrongly assume that the public’s engagement that allows a being felt and are affecting public ignorance could be solved through constructive and proactive debate opinion about the technology. a mission to inform. Instead, the particularly during stages where public wants a more active role key decision about a technology’s In Sub-Saharan Africa, Ezezika et in science by having their voices development is initiated and before al. (2012) identified four recurring heard. Now public values have to polarized issues appear”. factors that appear to influence be incorporated into how decisions agbiotech development in the are made. Hence, there is a need Among the modern scientific region. These are communication, for science communication to help breakthroughs, crop biotechnology commercialization, culture and bridge the gap between science and applications continue to undergo religion, and capacity building. society and to encourage societal close public scrutiny. Crop biotech Poor communication or limited debate and engagement. has been identified as one defining understanding of GM crops by the technology that has changed the public was regarded as a major A classical example to illustrate this relationship between science and challenge to improving public

2 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication perception of the technology Approval of individual GM products involvement process is then able for successful development and is the third avenue where the public to introduce issues beyond the adoption. Elitism in reporting can provide comments and feedback boundaries of science such as and ineffective and inaccurate through a committee containing socio-cultural, political, and ethical communication by the media and representatives of the public, concerns to a discussion that other stakeholder groups created feedback through a focal point, or addresses the definition of “risk” on barriers to appropriate information a formal process of submission of a the part of consumers. sharing and informed public decision to the public. perception. However, it is important to stress that the deliberate and voluntary The Food and Agriculture Role of Science participation of the public in Organization of the United Nations Communication the communication process and (FAO, 2008) identifies three main decision-making rests on their places in the decision-making The importance placed on public motivation to understand issues process regarding biotech where the involvement in decisions that affect and the ability to process complex public could be involved. The first is biotechnology highlights the need biotechnology information. Lack at national policy dialogues, which for science communication. This of motivation and cognitive ability enable policy makers to be informed situation is most felt amidst the encourages attitude formation about the positions, opinions, and frenzy of debate and discussion about biotech to focus more on concerns of different stakeholders of contentious issues raised by non-message cues such as public and about the extent of agreement stakeholders. Knowledge sharing, opinion, sound bites, emotions, or and disagreement in their positions. deliberation, negotiation, and the credibility of spokespersons participation of various actors have (Wansink and Kim, 2001). The activities where the public to be facilitated and encouraged for has been actively encouraged informed decision-making. Science communication alone is not to participate in the process the answer to the many challenges are the formulation of national Communication is one of several faced by new technologies. Yet as biotechnology documents through key variables needed to create Irwin (2009) emphasizes: “Without a series of public consultations; an enabling environment for the practice of vigorous, critical, preparation of a policy statement biotechnology. Conscious efforts imaginative, multi-level, and on foods derived from new plant have to be made to encourage provocative science communication, varieties that require public stakeholders to participate in our socio-technical futures will comments; and conduct of citizen science-based discussions so be severely constrained”. Sagar panels for policy dialogues. that they have a basis for making and Ashiya (2000) argue that decisions, and to build consensus biotechnology’s future relies on The second place for public regarding the acceptance and governing institutions that listen involvement is involvement in the adoption of technology. The public and respond to the public in a development of the regulatory framework for GM. There has been a consensus that public awareness, public education, and public participation are needed for the establishment of a biotech framework with public involvement being an obligation under Article 23 of the Cartagena Protocol. The protocol’s objective is to “contribute to ensuring an adequate level of protection in the field of the safe transfer, handling, and use of living modified organisms resulting from modern biotechnology that may have adverse effects on the conservation and sustainable use of biological diversity, taking into account risks to human health”.

3 Introduction

transparent and democratic fashion. Brief Highlights The Brief documents the network’s It is not enough to merely recognize individual experiences that have the “public” as stakeholders but This Brief highlights the collectively contributed to a wider to provide them the following: communication strategies and understanding and appreciation open access to information, the activities implemented by the of crop biotechnology. These opportunity to comment on global biotech information network include both interpersonal and proposed actions, the right to of the International Service for mediated approaches based on receive explanations, and the the Acquisition of Agri-biotech specific information needs and “recognition that dissent can be Applications (ISAAA) to foster requirements. These also span bridged only through compromise.” dialogue among stakeholders and efforts to inform, gather information, to have an enabling environment for discuss, engage, and partner with Many public and private institutions science and society to dynamically stakeholders. Regional activities in various parts of the world are interact with each other. ISAAA’s have also been done by engaging engaged in science communication network is composed of the the participation of stakeholders efforts in biotechnology. Noticeably, Global Knowledge Center on Crop representing different environments there has been a growing Biotechnology (more popularly but still sharing common issues and participation of sectors involved in known as the KC) and its more concerns. Along with the discussion knowledge sharing initiatives, and than 20 Biotechnology Information of the communication strategies the intensified use of innovative Centers (BICs) located in Asia, Africa, and activities is a discourse on their strategies and communication Latin America, and Europe. usage and how they have created channels. impact on stakeholders.

It is important to emphasize at this Biotech Crop Hectares by increasing crop production point that the identification and Continue to Climb valued at US$98.2 billion; implementation of communication providing a better environment modes or approaches are only A 100-fold increase from 1.7 by saving 473 million kg a.i. part of a more complex process million hectares in 1996 to 170.3 of pesticides; in 2011 alone that require planning, facilitation, reducing CO emissions by million hectares in 2012, makes 2 implementation, and evaluation. biotech crops the fastest adopted 23.1 billion kg, equivalent to For communication efforts to be crop technology in recent history. taking 10.2 million cars off the relevant and purposive, a strategic Of the 28 countries planting road; conserving biodiversity by communications plan must be biotech crops in 2012, a total of saving 108.7 million hectares of conceptualized and implemented 20 were developing and 8 were land; and alleviating poverty by to ensure that communication industrial countries. The top 10 helping more than 15 million activities will be successful. The countries (USA, Brazil, Argentina, small farmers who are some of communication plan includes Canada, India, China, Paraguay, the poorest people in the world. the following: objectives, South Africa, Pakistan, and Biotech crops are essential but are audiences, messages, tools and Uruguay) each grew more than not a panacea. Hence, adherence activities, resources, time frame, one million hectares to biotech to good farming practices such and evaluation and feedback crops. as rotations and resistance mechanism. The premise of this management are a must for Brief is that adequate planning and A record 17.3 million farmers biotech crops as they are for design of communication strategies grew biotech crops – notably conventional crops. are in place. over 90% or 15 million, were small resource-poor farmers in The global sharing of experiences developing countries. A record and lessons learned are of 7.2 million small farmers in ISAAA’s contribution to the China and another 7.2 million in robust knowledge on science India planted almost 15 million communication and in making hectares to Bt cotton. crop biotechnology an open and transparent topic for discussion and From 1996 to 2011, biotech crops debate. contributed to food security, James, C. 2012. Global Status of sustainability, and climate change Commercialized Biotech/GM Crops: 2012.

4 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network 2

The International Service for food biotechnology crops were the Acquisition of Agri-biotech invited by ISAAA to participate in Applications (ISAAA) is a not-for- a two-week traveling workshop profit international organization in Europe and North America that shares the benefits of (Canada and USA). These leaders crop biotechnology to various had the opportunity to meet with stakeholders through knowledge prominent figures from the public sharing initiatives and the transfer and private sectors of agri-biotech and delivery of proprietary in industrialized countries and gain biotechnology applications. a better understanding of the global To complement its technology situation. program, ISAAA has an information network to facilitate knowledge The policy makers noted that “the sharing initiatives between and scarcity of current authoritative among countries. This network is information and knowledge composed of the Global Knowledge regarding food biotechnology crops Center on Crop Biotechnology (KC) represents a major deficiency that and Biotechnology Information denies policy makers and scientists Centers (BICs). To date, there are access to the vital knowledge centers and country nodes in Africa needed to make well-informed (Burkina Faso, Egypt, Kenya, Mali, decisions”. In particular, they and South Africa), Asia (Bangladesh, concluded that consumers are China, India, Indonesia, Japan, Korea, generally ill-informed about agri- Malaysia, Pakistan, Philippines, biotech crops and food and that Sri Lanka, Thailand, and Vietnam), anti-biotech groups were eroding Europe (Bulgaria, Russia, and Spain), public confidence. and Latin America (Brazil, Costa Rica, Honduras, and Peru). Further, these policy makers said that authoritative groups such as The KC was established in the science community, government September 2000 as a response to a regulators, and the agri-biotech recommendation from senior policy industry need to instill public makers from Southeast Asia for an knowledge and confidence through entity that would make authoritative credible educational initiatives. information available to facilitate In addition, developing countries and support a transparent decision- where 80 percent of the global making process regarding crop population resides should be biotechnology. Just a year earlier, represented in the global debate these policy makers involved in on the technology to be able to

5 Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network

address the needs of resource-poor, and Vietnam); Africa (Egypt, to complement local initiatives by subsistence farmers in developing Kenya, and South Africa); Europe the BICs. With its global mandate, countries” (Van Zanten et al., 2000). (United Kingdom), Latin America the KC scans issues and concerns (Brazil); and the United States were that affect developing countries. The ISAAA Southeast Asia Center invited to a communication and Using this information, it develops based at the International Rice network planning workshop in communication strategies to Research Institute (IRRI) in Los Baños, Bangkok, Thailand. Country reports address the information needs of Laguna, Philippines was designated acknowledged that despite the stakeholders’ specific needs and as the hub of the KC. Three initial tremendous biotech activities in meet goals. It also assists national BICs were established in the the developing world, not much biotech programs in creating an Philippines, Thailand, and Malaysia. of them were being reported or enabling environment for the safe shared. While it was recognized that application of crop biotech. The In 2000, Dr. Norman Borlaug, Nobel the technology has the potential to goal is for policy makers, regulatory Laureate, visited the Philippines to contribute to improved agricultural staff, and scientists to engage in share his thoughts on the vital role production and quality in the a transparent and well-informed of science and technology in the lives of people, the benefits were public exchange of knowledge and developing world. Referred to as not being communicated. The experiences to facilitate decision- the ‘Father of the Green Revolution’, participants voiced out a common making at the national level Borlaug fully supported ISAAA’s new desire to collaborate through a regarding deployment of biotech knowledge sharing initiatives and network where countries from the crops (James, 2001). was instrumental in getting initial developing countries could share seed money from the Philippine information and experiences. BICs in turn are at the forefront President to mobilize activities of the of responding to science-based KC. information needs for specific KC and BICs stakeholders, and in promoting In January 2001, experts from and advancing a broader Asia (China, India, Indonesia, The KC has an overall facilitating role public understanding of crop Malaysia, Philippines, Thailand, of providing services and resources biotechnology in their respective

6 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication countries. They perform their Again, the BICs are at liberty to BICs are hosted by either public functions through the use of determine the best combination or private institutions to enable interpersonal communication of communication strategies that them to integrate with the local and various mass media formats. would efficiently meet its goals. system, receive administrative and Stakeholders are prioritized Major activities include networking logistical support, and provide a based on the specific realities with key stakeholders, conducting home base for operations. Some of and conditions as well as on the workshops and outreach activities, the BICs are hosted by international information needs in a particular and translating and developing organizations based in the mother country or region. Generally, the key communication materials using the country. Examples are the SEAMEO audiences are scientists, academics, tri-media including electronic mode. Southeast Asian Regional Center policy makers, media, and farmers. Together, the KC and BICs have for Graduate Study and Research in become important players in the Agriculture (SEARCA), which hosts Table 1 summarizes the list biotech arena where the debate has the Philippine BIC, the International of BICs and country nodes. transcended technological issues Crops Research Institute for the into societal concerns.

Table 1. List of BICs and country nodes

REGION COUNTRY OFFICIAL NAME HOST INSTITUTION YEAR ESTABLISHED ASIA Philippines SEARCA Biotechnology Information Center Southeast Asian Regional Center July 2000 (SEARCA BIC) for Graduate Study and Research www.bic.searca.org in Agriculture (SEARCA), Los Baños, Laguna Thailand Biotechnology and Biosafety Information College of Agriculture Kampaengsaen, July 2000 Center (BBIC) Kasetsart University, Nakhon Pathom www.safetybio.agri.kps.ku.ac.th Malaysia Malaysian Biotechnology Information Center Monash University Malaysia, Jalan December 2000 (MABIC) Lagoon Selatan, Bandar Sunway, www.bic.org.my Petaling Jaya, Selangor Vietnam Ag Biotech Vietnam Ag Biotech Vietnam, Cau Giay District, November 2001 www.agbiotech.com.vn/vn Hanoi, Vietnam Indonesia Indonesian Biotechnology Information Southeast Asia Regional Centre for October 2002 Center (IndoBIC) Tropical Biology (BIOTROP), Bogor indobic.biotrop.org India ISAAA South Asia Office International Crops Research Institute August 2004 www.isaaa.org/india for the Semi-Arid Tropics (ICRISAT), New Delhi Bangladesh Bangladesh Biotechnology Information Bangladesh Agricultural University, February 2005 Center (BdBIC) Mymensingh Pakistan Pakistan Biotechnology Information Center International Center for Chemical June 2006 (PABIC) and Biological Sciences, University of www.pabic.com.pk Karachi, Karachi Sri Lanka* Biotechnology Education and Information University of Colombo, Colombo June 2007 Center (BEIC) China China Biotechnology Information Center China Biotechnology Society February 2008 (CABIC) Beijing www.chinabic.org/cn Japan* Nippon Biotechnology Information Center NPO Hokkaido Bio-Industry April 2008 (NBIC) Association (HOBIA), Sapporo South Korea* Korea Biotechnology Information Center National Center for GM Crops March 2011 (KBIC) National Academy of Agricultural www.isaaa-korea.or.kr Science, Rural Development Administration, Suin-ro Gwonseon-su

7 Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network

REGION COUNTRY OFFICIAL NAME HOST INSTITUTION YEAR ESTABLISHED AFRICA South Africa* AfricaBio AfricaBio, Centurion, Pretoria January 2001 (node) www.africabio.com East and Central East and Central Africa Biotechnology ISAAA AfriCenter, ILRI Campus, Nairobi July 2001 Africa (c/o Kenya) Information Center (ECABIC) West Africa Mali Biotechnology Information Center Institut d’Economie Rurale, Bamako June 2003 (c/o Mali) Burkina Biotech Association Ouagadougou March 2007 Egypt Egpyt Biotechnology Information Center Cairo University, Giza March 2003 EUROPE Russia* Russian Biotechnology Information Center Centre for ‘Bioengineering’ Information January 2004 (RuBIC) Division of Biotechnology, Russian www.iacgea.ru Academy of Sciences, Moscow Bulgaria* Bulgaria Biotechnology Information Center AgroBioInstitute, Sofia January 2004 (BgBIC) Spain* The Center for Information on IBERCAJA, Zaragosa April 2007 to July Biotechnological Innovations /El 2012 Centro de Informacion en Innovaciones Biotechnologicas (IBERCIB) www.ibercib.es Italy* Fondazione Bussolera Branca (FBB) FBB, Pavia January 2008 to March 2011 LATIN Brazil (node)+ Celeres Celeres, Uberlandia, Minas Gerais October 2007 AMERICA Peru* Peruvian Association for the Development of PeruBiotec, Lima March 2007 Biotechnology (PeruBiotec ) www.perubiotec.com Honduras* Zamorano Biotechnology Information Center Zamorano University, Tegucigalpa January 2010 Costa Rica Inter-American Institute for Cooperation on Coronado, Costa Rica January 2010 Agriculture

*Fully funded by their governments or have own funding sources +Funding provided by ISAAA for specific communication projects

Semi-Arid Tropics (ICRISAT) for India; writing of articles on crop biotech for various philanthropic foundations, SEAMEO Southeast Asia Regional the weekly e-newsletter Crop Biotech universities, ministries, small seed Centre for Tropical Biology (BIOTROP) Update (CBU). These country nodes companies, and international and for Indonesia; and the International are existing Centers that perform national organizations. The BIC avails Livestock Research Institute (ILRI) for related activities in their respective of experts, venue for interpersonal Kenya. Academic institutions host countries but have agreed to do activities, as well as government other BICs such as Monash University certain communication activities endorsement for its activities. Sunway Campus (Malaysia), and for the network. Such is the case of Sponsorship to attend international Bangladesh Agricultural University. centers in Japan, Peru, and South workshops and similar capacity Government research and Korea. building opportunities, media development (R&D) institutions mileage, and co-publication are also host BICs such as Egypt, Mali, Most of the BICs are composed of just some of the products of such Pakistan, and Thailand. SEARCA has a tandem that has specialization in collaborative activities. integrated the Philippine BIC into the sciences and communication. its system. In addition to its national In other cases, the head might have BICs play an important role in coverage, the BIC also radiates its affiliation with the host institution, championing the communication concerns to other countries covered e.g. a professor in a university and of biotechnology in their respective by its host institution. is assisted by full time or part-time countries. Where BICs are located, staff. To maximize resources, BICs there is a serious void in science Unlike full-time BICs, some country collaborate with public and private communication policies or initiatives nodes perform minimum tasks such partners to carry out activities at the national level. This creates as translation and distribution of that span from holding seminars a challenging environment for materials, submission of a profiled and workshops to developing BICs to pioneer biotechnology mailing list of subscribers/recipients communication materials. Some communication. In many cases, of communication materials, and BICs, for example, are supported by BICs have created a very successful

8 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication network of scientists, academia, media personnel, farmer leaders, policy makers, and industry workers who are now actively involved in communicating biotechnology and engaging with various stakeholders. BICs enjoy high credibility among government institutes and are often sought after as strategic partners for biotechnology communication initiatives. The existence of BICs has created a positive environment where misinformation and public concerns on modern biotechnology is effectively addressed (Arujanan, personal communication).

knowledge in four basic stages – print, online, television, and radio Knowledge Management knowledge creation, knowledge channels of a key publication on sharing, information storage the global status report of biotech ISAAA facilitates a synergistic and retrieval, and knowledge commercialized crops. Features relationship between people and dissemination (ADB, 2004). It creates include generating impressions by information. It creates value from knowledge, which is documented news topic, total number of articles, intangible assets (human knowledge in the form of publications, videos, countries reached, and languages. A and creativity). Having put value posted information on websites, summary of impressions per country on that information, ISAAA then and inputs from workshops. Such is also generated. Key members of transforms this information by knowledge is then shared with the network can access the database creating and using knowledge to peers or other stakeholders. Inputs to input new information in addition produce “actionable knowledge or from colleagues contribute to the to getting updates. understanding” by incorporating validation process that enables the experience, values, and beliefs. The document to be further refined and Features of a database of genetically impact of ISAAA’s knowledge sharing enriched. Meetings, conferences, modified (GM) crop events include initiatives and people-centered and workshops provide venues filtering of events by trait, developer, approaches has shown how adding for this sharing, exchange of or crop. It features the biotech/GM value to information becomes an opinions, and debate. For example, crop events and traits that have been intangible means to obtain more several publications on biotech approved for commercialization and material and social wealth. communication were developed planting and/or for import for food from the rich experiences and and feed use with a short description Knowledge management is valued lessons learned in the field enabling of the crop and the trait. as an important task in ISAAA and a balance of both theoretical and its information network. Knowledge practical inputs. They are viewed as A content management system products for specific clientele and working and evolving documents for the Crop Biotech Update and stakeholders include publications, that facilitate updates. the Biofuels Supplement was information posted on the ISAAA implemented. This is a system and BIC websites, reports, reviews, The information storage and deployed primarily for interactive seminar and workshop materials, retrieval stage makes knowledge use by different people in an and statistical data such as the accessible and available when organization and makes files global status of GM/biotech crops. needed. Documents are stored in available for sharing in an inter- Knowledge by-products are analyses electronic databases that can be office environment as well as over of biotech issues and concerns, retrieved through the ISAAA website. the web. The workflow from writing, socio-economic and adoption consolidating, editing, prioritizing, assessments, research information, A multi-user online media and publishing articles are done on policy insights, and best practices. impressions database stores one template and are accessible by information about the number different people in real time mode. ISAAA manages and processes of estimated audience reach of The system supports several

9 Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network

features. It creates documents and cases, and tools to address certain Biotech Communication multi-media materials; identifies key issues and concerns are shared Framework users and responsibilities to different among peers and become best content categories; defines content practices that members can adapt to Very few institutions were focusing workflow tasks; tracks and manages improve performance and efficiency. on biotech communication when multiple versions of a single instance ISAAA’s information network of content; and publishes content to Interactions are also enhanced was set-up. Hence, the network a repository to support access to the through new communication members were encouraged to content. technologies such as the Internet. develop a specific communication Network members in specific plan based on specific realities and Articles are published instantly countries host annual meetings resources. Each BIC has the flexibility in different formats – as Rich Site to update each other on science to determine realistic objectives, Summary (RSS) news feeds, as communication activities; share identify audiences, develop webpage on the ISAAA KC website, experiences on strategies that are messages, select communication as newsletter for sending out to often adopted by other peers; and channels, choose activities, subscribers, as text-only format, learn from resource persons about implement and evaluate the plan. and as a pre-formatted RSS feed for policies, strategies, and trends. translating to other languages. The The network’s goal is to assume RSS news feeds generated by the Regional activities organized by a critical and important role in content manager are “re-published” members of the network such as global efforts to foster greater by other organizations as web a regional workshop on Islam and awareness and understanding pages on their website. Aside from biotechnology involved Muslim among stakeholders or attentive the newsletters, the system also member countries in Asia and Africa publics about crop biotechnology. manages content for the different to tackle common issues of concern. It contributes to the formation of sections of the ISAAA website, i.e., Exchange visits are organized where public opinion, and even frames events, info banner, and What’s New BIC staff observe and learn from the debate and shape policy. RRS and homepage announcements. each other in centers which have Stakeholders include policy makers, greater capacity to innovate and scientists, academics, media Lastly, knowledge is disseminated implement new ideas and models. practitioners, farmers, private sector through publications, presentations, In the process, resolutions or best and other interest groups that are and websites that make information practices are documented and able to participate in the discussion resources easy to download. This is shared with the greater community; and deliberation of issues and complemented by external relations new skills are imparted to peers; concerns. Key messages revolve and networking with relevant and the mentoring relationship is around three basic issues: agri- partners to expand the reach of enhanced. biotechnology’s role in global food knowledge sharing initiatives. security and alleviation of poverty; social and economic benefits of agri- Communities of Practice

The information network suggests communities of practice, a knowledge management initiative which is defined as “groups of people who share a concern or a passion for something they do and learn how to do it better as they interact regularly” (Wenger, 2006). The common concern is a shared domain of interest, i.e., science communication for biotechnology, forged through a sustained process of collective learning, experiential sharing, and joint activities. Individual resources in the form of experiences, stories,

10 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication biotechnology; and regulations to assure public safety of biotech crops.

Figure 1 shows an operational framework for biotech communication at ISAAA. It is a guide to ensure that communication goals and objectives are met. Each communication step is guided by a specific or combination of objectives – for example, awareness and understanding, level of capacity, and participation and decision making. Increased awareness leads to information updating; level of capacity adds new skills and techniques; participation enhances deliberation and transparency of communication; and decision making leads to ability to influence policies.

Hence, communication is more than just a process of providing information. It entails reaching a level of shared understanding of issues and solutions leading to consensus. This necessitates a Figure 1. ISAAA’s operational framework for biotech communication conscious mindset for strategic communication. It is the process of orchestrating communication efforts to be communicated (What is complementary combination towards goals based on a master biotechnology? What are its benefits of interpersonal and mediated plan. It is not simply reacting but and risks? What is being done to channels based on best practices anticipating problems and crisis assure safety of its products?), are determined. It is also important before they occur. key stakeholders identified by KC to know the channel preferences are policy makers, the academic of stakeholders so that this The necessary steps in the community, government and private information is incorporated into communication process with the sectors, and media. The BICs, in the communication strategy. corresponding information required turn, add other stakeholders such Establishing partnerships has to be are enumerated. It is important as farmers and industry to the list done to maximize resources. This to identify priority stakeholders with the ‘general public’ eventually entails seeking potential linkages as it is impossible to address the reached via the multiplier effect of and partners that can contribute to communication needs of all people. communication. The religious sector the attainment of communication We need to generate necessary was also identified as stakeholder goals and objectives. Lastly, information about the stakeholders in countries where it plays an a feedback mechanism built such as their level of understanding influential role or is a source of into the system takes into about biotech; their interests and information. consideration the strengths and concerns about the technology; weaknesses of the activity or their sources of information; and Key messages are developed based process. Communication barriers the people whom they perceive as on issues that need to be addressed. are also worth noting. External trustworthy and credible. Answers Supporting facts are identified to barriers to communication include to these questions will enable assure that messages are science- technological, environmental, appropriate communication actions based and authoritative. Once and visual distractions. Internal to be made. messages are clear and concise, barriers arise from personal the communication strategy is limitations and semantic barriers Based on key messages that need formulated and appropriate and refer to differences in language and

11 Science Communication, Knowledge Management, and ISAAA’s Global Biotech Information Network

education. An alternative action can and deliberation of issues and Mass media, on the other hand, then be forwarded to improve the concerns. Interpersonal or face- helps promote awareness, process and make it responsive to to- face communication remains knowledge, and understanding. changes and developments in the to be the most popular choice of The choice of and combination environment. communication in developing of communication strategies are countries. Personal interfaces determined by specific information After a decade, the network has allow people to interact in close requirements and needs. developed innovative multi-media proximity, use sensory channels approaches. It has emphasized to relay messages, and receive An external reviewer of ISAAA the use of networking and other immediate feedback. Building commented that “the outputs interpersonal venues. Such actions networks and enhancing from the investments on the KC have enabled policy makers, partnerships, or interacting with clearly show value for money. scientists, academics, media various stakeholders, are essential No other place in the developing practitioners, farmers, private to get information across; obtain countries performs such functions sector and other interest groups immediate feedback; and correct/ as the KC does in this subject.” In to participate in the discussion modify understanding of messages. particular, a recommendation was for the KC to “transform itself into a working Science Communication Center with a specific focus on crop biotechnology in developing countries” (Castillo, 2003).

Through the years, ISAAA’s biotech information network has deliberately endeavored to contribute to science communication that has allowed the formation of public opinion, frame the debate on the field, and shape policy. In 2011, Castillo (personal communication) noted that ISAAA has finally produced “knowledge” from its own activities by documenting empirical field- based experiences in developing countries.

12 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Communicating Crop Biotechnology: Experiences from the Field 3

This chapter contains an excerpt from Navarro, M. and R. Hautea. 2011. Communication challenges in crop biotechnology: The Asia Pacific experience. Asia Pacific Journal of Molecular Biology and Biotechnology. Vol. 19 (4)

Public acceptance of crop authors describe the efforts by both biotechnology continues to be a public and private sectors to create concern in many countries. Although an enabling environment for the safe biotech crops have been in the application of crop biotechnology market for over a decade, there is by generating, processing, and still a need to strongly communicate packaging information; facilitating their benefits to the public. Public the sharing of knowledge among and private sectors realize that the various stakeholders; and engaging environment demands a degree the public in an open and of sensitivity to public opinion transparent debate and discussion because an unfavorable attitude about the technology. Various towards the technology will hamper stakeholders are involved in the its development and potential for process of science communication commercialization. wherein new and mutually acceptable knowledge, attitude, and Understanding the dynamics of practices are negotiated leading public acceptance of the technology to mutual understanding. Table 2 as it is applied to food crops summarizes the factors that affect requires a multifaceted analysis that these biotechnology developments, considers not just consumers but all the communication challenges, and stakeholders. Neglecting to identify the recommendations forwarded in the needs, interests and concerns of each of the countries mentioned. the primary stakeholders or publics in the biotechnology arena has been Strong government support in terms a major factor in the emergence of of policies, resources, and political controversies (Kalaitzandonakes and will was a major factor in advancing Bijman, 2003; Sagar et al., 2000). crop biotechnology in specific countries. These include mega- In the book Communication biotech nations such as Australia, Challenges and Convergence in China, India, and the Philippines as Crop Biotechnology (Navarro and well as potential biotech countries Hautea, 2011), the experiences such as Bangladesh, Malaysia, and of some countries in Asia and the Vietnam. The dynamic participation Pacific into the arena of science of both public and private sectors communication are featured. The and a favorable media environment

13 Communicating Crop Biotechnology: Experiences from the Field

provided a solid foundation for communities and societies. Malaysia presence of anti-biotech groups the technology’s advancement. and the Philippines rely on their and negative media coverage Australia attributes its success inter-agency and inter-disciplinary as well as the inadequacy to a coordinated and strategic relations to enable wider reach and of science communication alliance of industry groups with impact. practitioners necessitate a strategic government agencies. China has communication plan to address active partnerships with academic However, the unyielding certain issues and concerns.

Table 2. Comparison of Asian countries: factors affecting biotechnology developments, communication challenges, and recommended responses.

COUNTRY SOME FACTORS FAVORING/HINDERING COMMUNICATION CHALLENGES RECOMMENDED RESPONSES BIOTECHNOLOGY DEVELOPMENTS Philippines • Strong political support • Continued presence of opposition • Identify and recognize key • Vigilant scientific community groups stakeholders and their specific roles and • Well-informed media • Integration of communication efforts expectations. • Dynamic collaboration among public of various sectors • Conduct proactive communication and private sectors activities. • Strengthen capacities of stakeholders in communicating biotech. • Establish strategic partnerships. China • Supportive government • Public perception of GM technology • Have a comprehensive communication • Minimal opposition by anti-biotech plan and professional team to link groups institutions and sectors. • Have clear budget for public communication. India • Huge investment for biotechnology by • Influence of activists and media • Systematic approach to biotech both public and private sectors coverage on government decisions communication that is innovative and • Intensity of anti-biotech groups strategic. • Anti-biotech media coverage • Decreased credibility of regulatory system Australia • Development of GM crops dominated • Strong campaigns by non- • Frame communication around values by legislation and regulations governmental organizations (NGOs) that address concerns and applications • After moratorium in 2003, only two against the introduction of the rather than the technology. state bans remain. technology along with equally • Public sector-led research initiatives strong campaigns in support of the • Coordinated and strategic technology by the industry communication approach Malaysia • Strong government support • Science communication is in its • Set up National Committee for Public • Participation of public and private infancy. Understanding of Science. sectors • Incoherent public and private efforts • Conduct training for scientists and in science communication. media on biotech communication. • Lack of incentives for scientists to • Engage various government sectors to communicate with the public. communicate science. Thailand • Vacillating government support • Influence of anti-biotech groups on • Involve scientists and farmers in • Constraints of regulatory system government decision- making biotech communication. • Strong anti-biotech advocacy • Simplifying biotech information • Link with media associations to develop science-based information. Bangladesh • Strong government support • Clarity of science communication role • Build capacity of scientists to better • No anti-biotech movement among agencies/stakeholders communicate with the public. • Regulatory system need to be • Facilitate awareness among youths standardized through new media. Vietnam • Strong government support • Inadequacy of science communication • Harmonize information efforts among • No-anti-biotech sentiments practitioners ministries. • Policy making discourses appear to • Unclear role of agencies in science • Visits for media practitioners to be one of caution and wait-and-see communication. biotech crop growing countries. attitude. • Lack of availability and access to biotech information

Source: Navarro, Mariechel and Randy Hautea. 2011. Communication Challenges and Convergence in Crop Biotechnology. International Service for the Acquisition of Agri-biotech Applications (ISAAA), Ithaca, New York, USA and the Southeast Asia Regional Center for Graduate Study and Research in Agriculture (SEARCA), Los Baños, Laguna, Philippines.

14 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Thailand and India continue to experience strong resistance from civil society groups that influence political decisions. It is worth noting that even in government-centric countries like China and Vietnam, there was a felt need for a formal and effective process to link government, research institutions, and the public to facilitate a better understanding of biotechnology.

The case studies provided the following insights in addressing the challenges in communicating crop public through a well-crafted answering stakeholder requests biotechnology: communication plan is also for information, translating important to minimize conflict technical information into • Bridging the divide between and duplication of efforts. concepts easily understood by science and society. Hence, countries must take the non-scientific audiences, and Multiple publics or attentive lead in rationalizing science engaging with the media and stakeholders with complex and communication as a priority as the different publics. evolving levels of awareness, much as research itself. understanding, and perception • Identifying key publics and of crop biotechnology require champions. There is a need to a conscious effort that lessens • Enhancing capacity of science identify and nurture champions the gap between science communicators. A strong from different stakeholder and consumers. After all, the and effective cadre of science groups (policy makers, dynamics of science and society communicators is essential. scientists, academics, regulators, affect technology acceptance They are not limited to scientists farmers, and the media). These and adoption. The presence and communicators but to all champions should be well- of biotechnology information stakeholders who see the need informed, have high credibility centers, government and for transparent and science- in the community, and are regional communication based discussion and debate willing to advance the case of programs as well as private to steer the decision-making the technology among their sector-led initiatives show the process. The lack of science peers. growing realization for focused writers, and their inability to and organized platforms for understand science, translate Policy makers have significant information dissemination and scientific jargon, and repackage influence or impact on national networking. technical information into a less policies, laws, and regulations as complex form suggest a need well as on the overall direction While countries have witnessed to build capacity among those of the country’s agricultural a more active involvement who can best communicate the development programs. of stakeholders in various technology. University scientists are rated stages and levels of decision highly in the credibility ladders making, work still needs to be It is essential that a new breed due to their perceived neutrality. done to standardize science of science communicators be Media practitioners play an communication activities trained to complement existing important role in defining what particularly in government personnel to build a critical the general public understands agencies where budget for mass dedicated to sustaining about the technology and sets information dissemination communication activities and the agenda and tone on issues and public awareness is programs. More specifically, and concerns. Key stakeholders often limited or considered opportunities are needed to from these groups will enhance low priority. Mechanisms for enhance their communication efforts to strengthen debates orchestrating information flow skills such as dealing with and discussions essential for among ministries and relevant media inquiries, writing decision making. offices to link them with the rebuttals to newspapers articles,

15 Communicating Crop Biotechnology: Experiences from the Field

• Focusing on public values. Similarly, a review of food- accuracy, reliability, and Public attitude towards related technologies (Frewer, et objectiveness. technology is often based on al., 2011) suggests that those values more than information characterized as being ‘bioactive’ • Areas for growth. There itself. These values include affect public acceptance. These is a need to invest in high trust in science and the concerns include unpredictable capacity building in science regulatory system, credibility, effects, uncontrolled use, communication, media freedom of choice, and in the and ethical concerns. Other relations, public engagement, belief that humans have control important considerations are science popularization, and over their environment. trust in regulation and effective media development and labeling. production. The public and Values that influence attitude private sectors are initiating toward biotech food include • Processing of information and media briefings and field tours, trust, transparency, consumer strengthening its availability. risk communication workshops consultation, regulation, and Information overload and for scientists, and dialogues consumer benefit. Hence, deficit are problems faced in among different stakeholders. consumers would most likely developing countries. Internet An additional area of focus is accept biotech crops if they and the new media have communication research to have direct consumer and increased access to information, validate assumptions made, societal benefits, and are but lack of translations and identify appropriate strategies, perceived as not being harmful simplified formats to ensure and respond to feedback to people or the environment. understandability by non- mechanisms. Possible research technical audiences hamper concerns are the following: Thus, it is more effective to their use. The availability of perception and attitude frame communication around a new media forms needs to be of audiences toward the value(s) rather than technology explored in the light of different technology, media monitoring, particularly those that address information seeking behavior process documentation, and environmental concerns and among potential audiences. adoption patterns and uptake food security (Cormick, 2011). New media, however, have to pathways. be used without sacrificing

Communication and Outreach and Kenya Agricultural Research Institute (KARI). The ultimate objective was to support enactment Strategies Towards Enactment of of functional biosafety legislation and to create an Kenya’s Biosafety Act enabling policy environment.

Margaret Karembu and David Wafula East and Central Africa Biotechnology Information Center

Several outreach activities were carried out in Kenya to create awareness on all aspects of biotechnology with the aim of facilitating constructive debate over the eventual enactment of the country’s Biosafety Act in 2009. Several institutions – governmental, non-governmental, and international and development partners worked together to address various issues of concern relating to low knowledge levels and appreciation of modern biotechnology in the country. Key among them was Agricultural Biotechnology Stakeholders Forum, ISAAA AfriCenter, Africa Harvest, Biotechnology Trust Africa, the National Council for Science and Technology (NCST), continued on next page

16 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

However, issues pertaining to food security, policy, and the regulation of the technology took center stage. A strong recommendation from the workshop was the need to increase interactions among researchers, regulators, legislators, farmers, and the media to increase their understanding of biotechnology and its relevance to national development.

The aim of the trip was to foster discussion and create awareness on modern biotechnology and also to expose the MPs to the biosafety regulatory regime Getting Started in South Africa, which already had a commercial crop. The tour enabled the policy makers to discuss The Members of Parliament (MP) are central in and share valuable information about agricultural enacting any law and this fact was appreciated a little biotechnology with South African MPs, policy makers, later during the development of the Biosafety Bill. regulators and farmers during the visit to Makhatini At the drafting stage of the Bill, Kenyan legislators Flats’ Bt cotton fields. Consequently, the MPs became expressed a need for exposure visits to countries the biotechnology champions in Parliament. that had commercialized transgenic products (ABSF 2003). The legislators said that this would help To gather more support, the MPs promised to share them contextualize transgenic plants better - their the experiences with their colleagues. In October appearance and benefits. The visits would also give that same year, the NCST, ISAAA AfriCenter, African them an opportunity to get first-hand accounts of the Biotechnology Stakeholders Forum (ABSF), and benefits and challenges of embracing biotechnology. AfricaBio organized a follow-up meeting in Nairobi to provide a platform for those who participated in Consequently, a series of fact-finding missions were the first traveling workshop to share their experience organized for various stakeholders, especially MPs, with others. journalists, and farmers with local scientists providing the necessary expertise. Once again, the legislators vowed to support the Bill in Parliament. They challenged biotechnology experts The first of such visits was in April 2006, where seven to work closely with Parliament and the Executive MPs representing various Parliamentary Committees officials if they wanted their issues to be given joined other stakeholders for a tour of biotechnology top priority. Towards this end, they called on the facilities in the country. This was a precursor to a ministries of Science and Technology and Agriculture “seeing is believing” educational tour to Makhatini to convene an urgent meeting with MPs to build a Flats in South Africa the following month. consensus on the Bill before it could be tabled in Parliament. Makhatini Flats is a semi-arid area occupied mainly by small-scale farmers of African descent whose The MPs also called on the scientists and the economic mainstay is cotton farming. When the government to fully engage farmers in the South African government passed the Genetically development of biotechnology and more so, in the Modified Organisms (GMO) Act in 1997, the enactment process of the Biosafety Bill (Karembu et Makhatini Flats farmers became the first to grow Bt al., 2010). The most important outcome of the study cotton. The rapid adoption of the technology by the tours was the formation of Parliamentary champions resource-challenged farmers due to its agronomic, for the Bill. environmental, and economic benefits led many stakeholders from other African countries to visit the In addition to study tours, there were mass media pioneer farmers in order to learn from their success outreach activities, round-table discussions, story (Karembu et al., 2010). production and dissemination of information as well as IEC materials, and one-on-one meetings with A workshop was conducted to enhance awareness on policy makers. However, these efforts were loosely general biotechnology and a visual demonstration coordinated and sometimes counter-productive. was presented on the benefits of the technology. continued on next page

17 Communicating Crop Biotechnology: Experiences from the Field

Formation of the Biosafety Consortium The Open Forum on Agricultural Biotechnology in Africa The approval of the National Biotechnology Development Policy in September 2006 also saw the As the consortium members engaged with the Biosafety Bill forwarded to Parliament for debate. stakeholders, other initiatives that complemented the At this point, the pro-biotechnology stakeholders process were born. The Open Forum on Agricultural underscored the need for a stronger, coordinated Biotechnology (OFAB) was launched in September catalytic process to build a critical mass of MPs to 2006 in Nairobi for scientists and other stakeholders ensure its quick enactment in view of the General to exchange information and experiences on Election the following year. The urgency to catalyze biotechnology. The Forum provided the much- the law enactment process before Parliament’s needed platform not only for creating awareness on proroguing was important due to political priorities biotechnology but also for conducting outreach on that were likely to shift the attention span of most of issues revolving around the Biosafety Bill to scientists, the MPs. legislators, farmers, policy makers, industry, and the media. A series of consultative meetings facilitated by ABSF and ISAAA AfriCenter brought together the African OFAB offered three specific opportunities for Agricultural Technology Foundation (AATF), Africa stakeholders to understand the contents of the Bill Harvest, and the Center for Biotechnology and and debate on it. In April 2008, Rachel Shibalira, who Bioinformatics (CEBIB) of the University of Nairobi had drafted the Biosafety Bill, spoke to the Forum on (UoN), Program for Biosafety Systems (PBS), KARI, the the process of enacting a law through Parliament. private sector under the Seed Trade Association of Her intervention was quite useful in making the Kenya (STAK), regulatory agencies under the aegis of consortium members understand what they had NCST, and the Ministry of Agriculture. to do to get the Bill passed. Stakeholders also had a chance to interact with her and get first-hand The consortium members came from multi- information on the law-making process. disciplinary, multi-sectoral, and inter-institutional organizations. This was later joined by several farmer In July 2007, OFAB was dedicated to a debate on associations and development partners. ISAAA the Biosafety Bill. The meeting, organized by the AfriCenter was mandated to coordinate the activities Ministries of Science and Technology and Agriculture, of the consortium. The latter’s objectives included brought together over 150 stakeholders representing enlightening legislators and high level policy makers various members of society. The workshop concluded about the newly approved Biotechnology Policy and that the absence of a Biosafety Law exposed the Biosafety Bill for informed debate in Parliament. country to regulatory gaps. This could also be a major weakness that could undermine the legitimacy and The consortium adopted a variety of outreach the future of the ongoing biotechnology R&D. It was strategies. While lawmakers were ranked highest agreed that the enactment of a Biosafety Law was in priority, there were also one-on-one meetings crucial for effective governance of biotechnology with several interest groups and opinion leaders. A applications in the country. stakeholder mapping was undertaken. This involved identifying key actors and assessing their knowledge, Moreover, in one of the OFAB forums, the Executive interests, needs, and the positive or negative Secretary of the NCST presented the linkage of the influence they held towards biotechnology and the Biosafety Law and the quest for mainstreaming Biosafety Bill. Such data were crucial in informing science, technology, and innovation in realizing the the development and implementation of strategies country’s Vision 2030 agenda. for stakeholder engagement. These strategies would take advantage of the positive influence to achieve the desired outcome or mitigate the negative influence that could jeopardize the Bill enactment process.

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18 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Production and Dissemination Policy briefs developed by PBS and ISAAA on topical of IEC Materials issues such as GMOs and exports, rationale for Biosafety Law, and newspaper supplements and fact IEC materials were developed and distributed by sheets on safety of biotechnology products became the biosafety consortium partner institutions to important outreach tools. back up the advocacy campaign. The materials were developed based on a stakeholder mapping process Video documentaries to showcase Kenya’s capacity that used baseline surveys to establish the specific to handle modern biotechnology were developed needs of the various audiences. The first Hansard and shown extensively to MPs and policy makers. For report, where the Nakitare motion was debated, also instance, ISAAA AfriCenter, PBS and NCST produced provided more guidance on the information gaps a documentary titled Biotechnology: We Have the and knowledge needs. Capacity. The video was shown to the Parliamentary Committee on Education, Science and Technology ISAAA AfriCenter produced message maps (Figure at County Hall which had assembled to listen to 2) responding to the identified gaps mainly aimed stakeholders’ views on the Bill. Other institutions that at educating the legislators and policy makers. A produced materials for outreach included ABSF, KARI, message map is a simple, easy-to-use information AATF, International Maize and Wheat Improvement sheet that explains a particular issue by giving all Center (CIMMYT), and Africa Harvest. the facts about it and the supporting evidences at a glance.

Figure 2. Message map on biosafety legislation in Kenya Acronyms: COMESA- Common Market for Eastern and Southern Africa; EAC- East African Community; KEPHIS – Kenya Plant Health Inspectorate Service, KEBS – Kenya Bureau of Standards, UoN – University of Nairobi, NEMA – National Environment Management Authority continued on next page

19 Communicating Crop Biotechnology: Experiences from the Field

The Role of Public Universities issue is invariably taken to be an expression of what in Capacity Building the country wants.

Public universities played a key role in reaching The Biosafety consortium rolled out a series of out to stakeholders and in building capacities of activities aimed at strengthening the capacity of various audiences on biotechnology. Apart from journalists to effectively and authoritatively cover providing a pool of experts who were instrumental modern biotechnology and biosafety. At the same in demystifying modern biotechnology to policy time, all efforts were done to bridge the relationship makers, the public, and the media, they also between journalists and scientists. A critical mass organized public debates that were very instrumental of active journalists working with mainstream in building confidence on local capacities for modern media was trained on biosafety and biotechnology biotechnology. The universities also started courses reporting. The capacity building initiatives involved in biotechnology and biosafety that greatly helped in training journalists on the basics of biotechnology building a critical mass of experts in the country. and biosafety and exposure visits to biotechnology sites across the country and overseas to provide them A public debate organized by UoN’s School of real experiences in biotechnology. The scientists Agriculture in 2008 was particularly instrumental were trained on effective communication skills and in shaping the debate in Parliament. It was also media relations. influential in convincing the public of the safety and benefits of biotech products. ABSF and Africa Harvest were also very instrumental in capacity building for effective reporting on Another major development that strengthened biotechnology and biosafety. ABSF, for example, public participation in the Biosafety Bill debate organized a series of hands-on media training, which was the establishment of the BioAWARE – Kenya benefited journalists in becoming conversant with under the ASCU. BioAWARE was launched by biotech issues. the Government in 2008 with the mission of creating awareness using a participatory process. Lessons Learned Such a process aimed to provide the public with accurate and balanced information on the use of This article documents major milestones to the biotechnology and its products for informed decision enactment of the Kenya Biosafety Act 2009. It is not making. an exhaustive account of all the events and activities that contributed to that success. However, it could The Role of the Mass Media provide tips and strategies that could benefit similar efforts in Africa and in other developing countries. Kenya’s press has been cited as among the freest in Some of the critical steps and strategies based on Africa, and surveys have established that it plays a Kenya’s experiences are as follows: key role in setting the agenda for the country. Indeed, an editorial in one of the leading dailies on a topical Building consensus among key government institutions

The government should make it clear from the outset which ministry or department is to be responsible for biotechnology and biosafety. In Kenya’s case, this responsibility was handed to the Ministry of Higher Education, Science and Technology. The Ministry then designated the NCST to be in charge of driving the process. Impediments to the process could still happen if the leaders of the various regulatory authorities did not cooperate. The Biosafety Act 2009 would not have been passed into law had leaders of the regulatory authorities not agreed to share responsibilities.

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20 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Apart from the NCST, the other key drivers of the biosafety process from the public sector were KEPHIS, Department of Veterinary Services (DVS), Public Health, KEBS, National Environment Management Authority (NEMA), National Biosafety Committee (NBC), the State Law Office, KARI, and public universities.

Identifying what needs to be achieved through advocacy

Priority setting is central to any successful advocacy campaign. From the onset, both the government and other stakeholders must agree on the type of biosafety legislation required. This legislation should Establishing internal capacity to handle the issue be based on the country’s priority needs with regard to biotechnology. It is helpful to note that an effective To succeed in achieving the set objectives, one needs advocacy strategy should focus on a single issue. to be fully conversant with the global, regional, and national issues surrounding of biotechnology and At the beginning, Kenyan stakeholders were divided biosafety. on whether to go for a new Biosafety Law or to rely on existing bits and pieces of legislation in different Issue management dictates that stakeholders are able statues to govern biotechnology applications in the to anticipate issues so that appropriate responses country. can be crafted. The consortium was composed of experts in biotechnology, governance, socio- They were also divided over whether to advocate for economics, biosafety, the legislation process, science both the biotechnology policy and the Biosafety Law. communication, and journalism. The team thoroughly These and other factors led to some very costly delays acquainted themselves with biotechnology and in the process. In most government systems, policy biosafety. An analysis of the target groups’ level of always precedes law, but the case here showed that it knowledge and understanding of these concepts is better to advocate for the two concurrently. enabled the consortium members to prepare and respond to what the audiences wanted to know. They Building alliances and champions for support were also able to devise ways of communicating the desired changes clearly, simply, and effectively in accord with the desired outcome. Establishing a coalition of interested individuals and organizations is another key step. This can be done In defining the desired outcome, one should also through identification of allies in the government, discuss potential trade-off areas and outline issues community, media, donors, private sector, and that are not negotiable such as scientific evidence. farmers as well as potential opponents. In the Kenyan For example, the biosafety consortium was ready to case, the Biosafety consortium started by calling stall the process if Parliament would have given in to for consultative meetings to map out organizations the demands of anti-biotech groups to make the Bill and individuals who were interested in the issues of prohibitive rather than facilitative and science-based. biotechnology and biosafety and invited them for a partnership. They contributed and committed to support the process. They shared funds and sourced Developing and articulating a comprehensive from the government of Kenya, United Nations communication strategy Environment Programme-Global Environment Facility (UNEP-GEF), United States Agency for The need to develop a comprehensive International Development (USAID), and several communication strategy was recognized at the initial other development partners from both public and stage. The components of the strategy included private sectors. They formed a closely knit biosafety the situational analysis, goal, objectives, the target consortium that successfully coordinated the development of the Biosafety Act 2009. continued on next page

21 Communicating Crop Biotechnology: Experiences from the Field

audiences, the messages and activities, the channels, right from the drafting stage. They also need to the implementation plan, responsibility matrix, understand the process in order to support it on timelines, budgets, and a monitoring and evaluation the House and lobby for its approval. The Kenyan plan. Given the general framework of biotechnology experience proved that it is vital to establish a team and biosafety, an efficient and effective advocacy of dependable parliamentary champions comprising strategy must combine a number of activities over legislators and officials from the office of the clerk to a period of time. For example, the Kenyan strategy work with. They should be drawn from the relevant involved capacity building workshops, media Parliamentary Committees such as Education, Science liaisoning, seeing-is-believing study tours, production and Research, Agriculture and Natural Resources, and dissemination of IEC materials, expert speaker Health, and Trade and Finance. programs, Internet communication, outreach to policy makers, exhibitions, and awareness creation. The clerks conveyed the necessary information to the legislators. Their knowledge of House rules and Responsiveness to cultural differences across of the Parliamentary calendar of events, schedules, different communities was addressed through and priorities made them an important source of the adoption of multi-media approach to information and intelligence-gathering. communication. Local or vernacular language and contexts were factored in. Media strategy

Stakeholder mapping for effective engagement The mass media by their nature have the power to shape public opinion. The biotech and biosafety Stakeholder mapping is a useful tool for identifying campaign can be won or lost on this platform. Hence, key actors and for assessing their knowledge, it is imperative for the advocates or stakeholders to interests, and needs, as well as the positive or enlist media support right from the beginning. The negative influence they hold towards an issue of high process of enacting biosafety legislation in Kenya public interest. Such data is crucial in informing the started in the 1990s. It was not until 2002 when development and implementation of strategies for journalists were seriously engaged in the process stakeholder engagement. These strategies would and ABSF and the Kenya Biotechnology Information take advantage of the positive influence to achieve Center managed by the ISAAA AfriCenter were the desired outcome or mitigate the negative formed. influence that can jeopardize the process. A content analysis of mass media coverage of It is also advisable to analyze the nature of influence biotechnology and biosafety issues would assist in that different stakeholders have on the issue. This revealing gaps and inadequacies on these issues. will help clarify and focus the engagement on who It took several interventions, such as training, to target as the primary and secondary audiences linking journalists with scientists, educational tours, and why. For Kenya, the key stakeholders were drawn and sharing of information materials to change from government, Parliament, commodity farmer perceptions of journalists before they could begin to groups, regulators, scientists, mass media, civil accurately report on biotechnology and the Biosafety society, industry, and development partners. Only Bill. people whose decisions were crucial to the success or failure of the Bill were selected.

The media had a social responsibility to inform the audiences about the new technology. The scientists required the law to legitimize the research and development they were already engaged in.

Involvement of MPs in the process

Country law makers are perhaps the most important players in the process of developing a Biosafety Law. They should be made part of the Bill’s development continued on next page

22 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

The stakeholders would also benefit from the and the low levels of knowledge on the benefits knowledge on how the media in their country and potential risks by the public as well as those operates. Experienced and credible journalists in the law-making process make advocacy an could be engaged to train the stakeholders on how expensive undertaking. Thus, it is crucial to have a the media works. Such journalists would provide resource mobilization strategy to run a successful insights on what strategies would work best and outreach and educational campaign. The Kenyan the approaches necessary to provide accurate biotechnology stakeholders were almost overran information and different story angles that would by groups that were opposed to the passage of the interest editors. The Kenyan process suffered negative Biosafety Bill because the latter had more financial coverage because those opposed to the Biosafety resources. Governments should be encouraged to Bill had mastered media strategy and developed allocate funds for creating national biotechnology their own champions in the press. Hence, reaching awareness and ensuring consistent stakeholder out to the media at every stage is one of the more engagement. important lessons learnt in the development of the Biosafety Law in Kenya. Conclusion

Public involvement The enactment of the Biosafety Act 2009 fulfilled Kenya’s international obligations under the Creation of public awareness is a fundamental Cartagena Protocol. The country now has a regulatory requirement of the Cartagena Protocol on Biosafety mechanism for handling modern biotechnology (CPB). Article 23 Section 1 (a) states: “Parties shall activities. The eventual commercialization of promote and facilitate public awareness, education biotech crops will also be possible, subject to the and participation concerning the safe transfer, requirements stated in the Act and the regulations. handling and use of biological diversity, taking also into account risks to human health. In doing so, the Since Kenya had earlier promulgated a National Parties shall cooperate, as appropriate, with other Biotechnology Development Policy, the Act provides States and international bodies.” Therefore, the public the necessary mechanism for its implementation. must be fully educated and made aware of the issues Even so, the regulatory bodies and the Agricultural surrounding the technology so that they can make Chambers must work together to develop the informed choices. required implementing regulations for the Act to be operational. The Biosafety Consortium, BioAWARE-Kenya, and OFAB reached out to both biotech proponents The operating policy environment will most likely and opponents. Hence, the public was and should vary from one region to another. But the lessons can be involved from drafting of the Bill through the be relevant and useful with minor adjustments and implementation of the Act. adaptations. Other countries with similar conditions can also shorten the process by avoiding some of the Resource mobilization strategy pitfalls experienced in Kenya. Overall, the process of deploying biotech products from research to The nature of biotechnology and biosafety issues commercialization needs sustained political support.

23 Communicating Crop Biotechnology: Experiences from the Field

Communication Strategies for Fruit and Shoot Borer Resistant Bt Eggplant Outreach

Jenny Panopio and Sophia Mercado SEARCA BIC

Eggplant is the number one vegetable in the Philippines with a production volume of 207,994 metric tons and an economic value of Php 4.22 billion at current prices in 2011 (BAS, 2011). Eggplant farming is a lucrative business for Filipino farmers, as fruits may be harvested almost every four days. groups, spread misinformation about it. Although Eggplant, however, is vulnerable to the fruit and biotech corn has been planted in the Philippines for shoot borer (FSB). FSB has been reported to have a decade now, proper education and information caused up to 100 percent damage in eggplant dissemination on biotechnology and its products are production (Francisco, 2009), with chemical pesticide still needed by the public. control as the most common method being practiced by farmers. With the overall goal of significantly To determine and understand the pulse and opinion lowering the harmful practice of undue pesticide of the media and the public on developments application in eggplant farming, the University of in biotechnology, regular media monitoring is the Philippines Los Baños-Institute of Plant Breeding conducted. This activity involves compiling articles (UPLB-IPB) is developing a genetically modified from Philippine daily newspapers and online news eggplant variety that is inherently resistant to FSB. about modern biotechnology and sorting them according to tone. The articles may be positive, Bt eggplant is resistant against FSB because it has meaning they contain favorable information about been incorporated with a resistance gene from the biotech; negative or they have opposing views on common and naturally occurring soil bacterium biotech; or neutral or they involve straight reporting. Bacillus thuringiensis (Bt). A protein from the Bt gene has an insecticidal property. When an FSB eats Media monitoring is also conducted for articles on Bt any part of Bt eggplant, the pest would die. The eggplant. Similar to the study on agri-biotechnology technology was donated by the Maharashtra Hybrid in Philippine print media by Navarro et al. (2011), Seeds Company Limited to UPLB, royalty-free. The spikes on the number of articles were also observed Bt eggplant lines were transported from India to the every time a dramatic event happens. These events Philippines, and then bred with local eggplant lines occur during developments both in research and (DLP, Mistisa, and Mara) in IPB. Bt eggplant has been development (R&D) and during debates with tested for its safety and efficacy in multi-location field opposing groups. Notably, even with supporting trial sites in the provinces of Pangasinan, Laguna, studies and statements of assurance on the safety of Camarines Sur, and North Cotabato. As one of the Bt technology from prominent scientists published promising technologies from agri-biotechnology, Bt by the media, numerous articles with negative claims eggplant is expected to increase farmers’ income by on the effect of Bt eggplant to human health and 50 percent if it is adopted; marketable harvests could the environment continues to circulate. Such an also increase by 40 percent (Francisco, 2009). observation calls for continuing biotech education not only for media but also for farmers, consumers, and other key stakeholders who would directly The need for accurate information benefit from Bt eggplant if it is commercialized. and education

As the first biotech crop being developed for human consumption in the Philippines, Bt eggplant instantly became a main subject of public scrutiny. Many civil society organizations, particularly anti-GMO continued on next page

24 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Information, Education, and Communication for Bt Eggplant

SEARCA BIC is in-charge of IEC activities for Bt eggplant. The team employs various communication methods to disseminate factual information on Bt eggplant to key stakeholders.

Enhancing the capacities of the technical collaborators of the Bt eggplant project was also among the first steps undertaken to introduce this biotech crop to stakeholders. Building the capacities of those involved in the project is a crucial process. For instance, updating the collaborators is of these activities usually came from the academe. important because they are the frontliners and are Meanwhile, conferences gather a large group of authorities on the R&D aspects of Bt eggplant. These stakeholders for lectures and dialogues with scientists collaborators are the study leaders, researchers, and experts. The 1st Mindanao Agri-Biotech Farmers technical staff, and members of the Institutional Conference, which convened farmers from various Biosafety Committee (which was formed to ensure parts of the island Mindanao and press conferences that biosafety guidelines are implemented in the were held to clarify the issues that surfaced from the experimental field tests) in the areas of the trial negative claims by anti-biotech groups. sites. They also include UPLB’s partner institutions in various parts of the country. A valuable outreach effort quite different from seminars, conferences, and workshops are the study Generally, capacity building exercises with the visits to the field trial sites. Participants in these study collaborators were training workshops. This involve visits get to see for themselves the Bt eggplants discussions with proponents on the science of the and fruits, usually beside hole-ridden conventional technology, particularly focusing on what Bt eggplant eggplants. Proponents, scientists, regulators and is; sharing of experiences from risk communication experts are also present in these visits to corroborate experts (how to effectively convey messages on what the participants are witnessing. biotechnology); and study visits to a Bt eggplant field trial. These activities also became avenues for the In all these outreach activities, key stakeholders project team and collaborators to meet and plan for are empowered by giving them a voice through the next steps in the R&D of Bt eggplant. Aside from stakeholder “champions”. These champions are well- building capacities, such activities also empower the informed, highly credible individuals who are willing collaborators to enhance their skills to effectively to advance the cause of biotechnology to their impart information on the technology. peers. They are invited as resource persons to share their experiences on biotech to their colleagues. In terms of educating and informing key stakeholders, One of these champions is Rosalie Ellasus, a biotech communication partners conduct outreach activities corn farmer and advocate from Pangasinan. Other parallel to the progress of R&D of the project, hence resource persons are the scientists and experts maximizing the stages of Bt eggplant’s development. themselves, thereby giving credibility to the Such parallel activities vary depending on the information shared to the participants. information needs of the stakeholders. People who are crucial in introducing this technology become Catering to the information needs of the general the key audiences of the outreach activities. These public are biotech information materials distributed key stakeholders range from farmers and agriculture in outreach activities. These materials are popularized workers to researchers and scientists; students to and packaged for the general public. These include media; regulators to local government officials; and brochures on frequently asked questions (FAQ) on policy makers to the general public. Bt eggplant translated to five most commonly used local languages (Filipino, Bisaya, Bicolano, Ilonggo, Seminars for stakeholders on the science, safety, and benefits of Bt eggplant were conducted. Participants continued on next page

25 and Ilokano); leaflets with biotech feature articles; brochures with biotech FAQ; articles on the safety and potential benefits of Bt eggplant in a biotech magazine; and bookmarks.

Interventions were also carried out to address the propaganda and misinformation being spread by anti-GMO groups in the mass media. Press releases and media backgrounders are disseminated to clarify the issues coming from GMO oppositors. These articles explain the science and the truth about Bt eggplant. The articles are developed by interviewing and soliciting feedback from the proponents and experts on the issue being addressed. Lessons from Bt Eggplant Outreach

To bridge the gap between scientists and the media, Several lessons were harvested from the Bt eggplant interviews with experts by journalists from print, IEC experience. The following are important points in TV, radio, or online news media are also facilitated. planning and conducting biotech outreach strategies: Some of the media practitioners were even brought to the field trials through study visits to show and 1. Continuously promote a learning culture on convey that Bt eggplants are not all that different agri-biotechnology by providing avenues and from the conventional ones. Media releases are platforms for knowledge exchange, use, and usually developed and published when anti-GMO creation; organizations release negative information or 2. Strengthen capacities of stakeholders in the conduct a damaging activity for the project. Such is science of and in communicating biotechnology the case of the uprooting of the multi-location field so that they can convey messages effectively; trial in UPLB by members of Greenpeace. Esteemed 3. Initiate strategic partnerships to expand reach members of the local scientific community including and maximize use of limited resources; those from the National Academy of Science and 4. Monitor public understanding, knowledge, and Technology, UPLB, and Department of Agriculture- opinion on biotechnology and the issues raised Biotechnology Program Office were immediately against it; contacted for their response on the attack, and their 5. Tailor communication strategies vis-a-vis R&D; sides were published. and 6. Nurture relationships and goodwill with partners and key stakeholders.

26 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Stakeholder Engagement: Enhancing Knowledge Sharing 4

With contributions from Margaret Karembu, Brigitte Bitta, Bhagirath Choudhary, Jenny Panopio, Sophia Mercado, Rochella Lapitan, Dewi Suryani, Mahaletchumy Arujanan, Supat Attathom, and Fusao Tomita

Face-to-face communication is still face-to-face communication, the considered to be the most effective biotech information network form of human interaction. Despite of the International Service for the advent of more sophisticated the Acquisition of Agri-biotech communication infrastructures like Applications (ISAAA) uses mobile phones and the Internet, communication strategies such they can never fully replace the as field immersions, workshops, intimacy and immediacy of people seminars, fora, conferences, and conversing in the same room training sessions. These strategies (Begley, 2004). aim to share science-based information on crop biotechnology Face-to-face communication with different stakeholders. The adds personal impact on the messages presented are synthesis people interacting. Their mere of knowledge and experiences presence in a common location on crop biotechnology, which makes communication more were generated, validated, and effective. People involved in the shared through networking. communication process do not Further, these strategies update only capture the verbal cues of their stakeholders on the latest events on counterparts but also the non verbal crop biotechnology and enhance messages, including those which their communication skills and were not explicitly implied by the techniques. Over all, the intent is to source of the message. encourage greater interaction and dialogue. Even technology-mediated communication tools such as Face-to-face communication videoconferencing cannot capture strategies are usually categorized the entirety of the source’s message according to specific stakeholder compared to that of face-to-face groups. However, some events put communication. Trevino et al. (1992) together different stakeholders so further explained that being near everyone could hear each sector’s also permits touching and smelling, insight on technology. These include both of which can provide important farmers, media, decision/policy clues in some discussions. makers, academicians, scientists, and other partners such as the religious To maximize the advantages of sector.

27 Stakeholder Engagement: Enhancing Knowledge Sharing

Stakeholders’ respond to information on crop product but the commodity Communication Value Web biotechnology. here is intangible, namely the information per se provided by every The highlight of crop biotechnology ISAAA acknowledges the valuable stakeholder. The communication does not necessarily peak at the role of every agricultural stakeholder value web is interconnected and time when scientists discover a to achieve the desired goal of interlinked. Moreover, the addition potential innovation or conclude alleviating hunger and poverty of value (through stakeholders an interesting research study on through crop biotechnology. The as communication links) for the biotech crops. These are actually just organization conducts trainings and communication value web is a long- the start of the technology’s long fora for stakeholders to deal with term, if not a never-ending process. journey towards public acceptance the issues and concerns surrounding and adoption. At the end of the day, crop technology. It also tries to build Take for example the process of the highlight of crop biotechnology connections and linkages with these biotech corn commercialization in will still depend on the number of stakeholders for them to achieve the Philippines. After the seven- people who will benefit from the smooth communication flow. Thus, year research and development innovation, particularly the hungry stakeholders can establish a strong (R&D) process, drama of events and the poor who make up the communication value web and form (uprooting of field trial sites, hunger majority of the world’s population. greater public engagement. strike, protests) and communication Public acceptance is very critical, initiatives that enabled the release and it can only be achieved The communication value web of the first commercialized Bt corn through proper communication was adapted from the concept in Asia, the process continues to among stakeholders. As a science of value chain, which describes evolve. Upon the release of Bt corn, communication maxim says, the full range of activities that are farmers encountered another set “research not communicated is like required to bring a product or of agricultural setbacks in their research not done at all”. service from conception through the farms such as weeds. This prompted intermediary phases of production, scientists to develop herbicide A crucial role of science delivery to final consumers, and final tolerant (HT) corn years later, communication is to facilitate disposal after use (Herr and Muzirra, followed by the corn varieties with knowledge sharing among 2009). However, unlike the above stacked traits that have both pest stakeholders to build a collective linear process, the communication resistance and herbicide tolerance. voice on crop biotechnology. process is non-linear, but dynamic. Today, a new set of corn varieties is Key information providers and being developed to cope with more different stakeholders exist in a task Hence, the term ‘value web’ may recent agricultural threats such as environment and are affected by be more appropriate when dealing the impact of climate change. variables such as the biotechnology with the communication value landscape, culture, socio-economic/ chain. The communication value While scientists are the main sources political milieu, and communication web is coined from the concept of information on research updates environment. These conditions of food web, as that of food chain. on crop biotechnology, farmers are influence and put pressure on Similar to the typical value chain, the the primary sources of information how people provide, react, and value accumulates in a preliminary on specific traits to be improved. Farmers know best the agricultural threats and problems as they are the ones who experience what hinder their crops’ growth and development. Del Castello and Braun (2006) note that in the traditional research context, agricultural scientists tend to overlook situations at the farm level. Their research projects are often oriented at producing publications rather than solving concrete on-farm problems. Producers, on the other hand, expect immediate answers to local problems and are not concerned with experimental details or the

28 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication goals and objectives of the scientists.

Although scientists may be aware of some farming threats, they will realize these more as pressing problems if farmers voice out their sentiments. Communication mediators such as the media and extension workers can bridge this information gap.

Figure 3 depicts that information sharing among concerned stakeholders on crop biotechnology is not a linear but a dynamic process. Neither the bottom-up nor the top-down approach will enrich this communication process. Instead, it should be a two-way and interlinked Figure 3. Communication value web of crop biotechnology stakeholders process wherein every stakeholder must have a say to add value to the communication web. Interaction with media in the form other media resources. The coverage of briefings, seminars, workshops, of biotechnology in various media and visits or tours is regularly generally increases after media conducted to update journalists practitioners attend these events as Media and broadcasters on the latest articles are published in newspapers A. developments on biotechnology. or magazines; broadcast materials Practitioners Scientists and academics involved in are aired over television and radio; biotech research and development and online articles are picked up by activities as well as experts in other websites and republished in Research has shown that the mass communication and socio- other sites. media are the preferred sources economics can provide inputs to of biotech information among increase the knowledge of media In addition, translation, consumers. The intensity of media practitioners and provide them popularization, and the repackaging coverage on the topic, for example, with possible story pegs or leads of information to make articles more can influence public opinion. Issue for articles and broadcast materials. understandable and appealing to salience as perceived by people Media practitioners can become a non-technical audience further can increase with intensified media information sources who can increase their reach of information coverage and vice-versa (Hornig, answer inquiries, share statistical not only within countries but across 2001; Nisbet and Lewinstein, 2002; data, validate assumptions and nations. Marks et. al., 2007). Hence, media observations, and serve as links to practitioners are key stakeholders for biotech communication as they set the agenda and tone for what the public deems interesting or important. It is an important source of informal learning and contributes to how citizens reach judgement about the complexities of science and technology or policy debates (Brossard and Nisbet, 2006). How the media portrays science in general and biotechnology in particular can have an adverse impact on how the public understands the topic and how policy makers craft policies.

29 Stakeholder Engagement: Enhancing Knowledge Sharing

Econnect Communication (2004) biotech developments and issues. or for television and radio. BICs in enumerates tasks that a good Further, BICs rely on journalists Thailand and Egypt, for instance, are science communicator or media to share their experiences on often invited by television programs liaison officer can do to help dealing with scientists and other on science and technology or scientists package and deliver sector representatives in risk agriculture to shed more light on planned media stories. Among these communication workshops. agricultural biotech developments include: help scientists identify a such as Bt papaya in Thailand and Bt story; help find simple explanations Aside from these media groups, BICs cotton in Egypt, and the local and for complicated ideas or processes; also collaborate with professional global status of biotech crops. Within plan how the story is to be released; societies and government agencies a quarter in 2012, for example, plan a media event including picture to provide experts and resources Egypt BIC was featured in Alshabab opportunities; look after the media such as workshop venue, workshop and Raiada Radio, Nour Eldonia TV at media events; and distribute materials, and meals. Indonesian channel, and Manar Channel for media releases. BIC, for example, ties up with Science. the Department of Agriculture, To maximize resources, the while China BIC links up with One-day seminars or media briefings Biotechnology Information Centers China Biotechnology to organize are held with experts who share (BICs) collaborate with media media events. Several BICs have technical updates. Pakistan BIC associations such as the National co-organized regional workshops organized a media seminar in Press Club (Bangladesh), Agriculture involving other participants from collaboration with the Agriculture Journalists Association (Pakistan), neighboring countries. Journalists Association to build Philippine Science Journalists capacity of writers in highlighting Association, Inc. (PSciJourn), and The following events characterize the benefits of biotechnology. RECOAB (Reseau des communicateurs the variety of interactions that BICs Biotechnology experts from the ouest Africain en Biotechnologie), a have with media practitioners: Pakistan Atomic Energy Commission, network of journalists in French- International Council for the Life speaking states of West Africa. These Sciences, International Center associations nominate participants Briefings for Chemical and Biological within their ranks to media events. Sciences, and Agriculture Planning The simplest form of interaction Commission served as resource The BICs, on the other hand, provide with media is briefing by a BIC persons and answered queries the experts, design the program, and through personal contact, email, or from the journalists. Figure 4 shows facilitate arrangements including phone. One-pager updates or media a screenshot of an online article field visits. They identify science releases are prepared for science written by a participant of PABIC’s communicators who can best writers who then call by phone or media seminar. write about biotechnology and send an email for more details. They assure their publication or airing can also be linked to experts who BICs in Bangladesh and Indonesia in appropriate media outlets. The can be cited in articles. Interviews organize similar events to focus on BICs also identify champions among with experts can be arranged for biotechnology and specific technical the media practitioners who can be either publication in national dailies and communication concerns. In tapped to write accurately about these fora, journalists write stories or broadcast articles for immediate publication or airing in several media outlets. In Bangladesh, the BIC works with information practitioners who could be tapped as writers on biotechnology. Resource persons discuss biotechnology and biosafety, and writing principles. Members of the media are also given a first- hand experience in laboratory work to help them appreciate the methods used in the development of transgenic crops. This includes a demonstration on extraction of deoxyribonucleic acid (DNA) and

30 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication basics of tissue culture. Journalists are assigned to write articles on biotechnology and biosafety for national papers. The BIC added a twist in one event where participants competed in writing essays about biotechnology after listening to the experts. Winning entries are published in a newspaper.

In-country Trainings and Workshops

Many of the BICs interface with media practitioners in their respective countries through trainings and workshops to Figure 4. Screenshot of a media workshop participant’s article published in enhance the latter’s knowledge an online newspaper on crop biotech and writing skills. Science reporting and effective communication of biotechnology journalists. The workshop aimed to traces the process a biotech crop and biosafety issues were the skills discuss with journalists the proper undergoes from laboratory to imparted to journalists from Malawi, way of reporting biotechnology- farmers’ fields. Journalists are also Bamako, and Mali. related issues accurately and how to videotaped as they interviewed deal with a science-related crisis. scientists. They receive feedback on The China Biotechnology how they interact with scientists. Information Center (CABIC) co- Two science communicators from organized several media workshops Australia facilitated the event Being aware of the language issue and seminars in Beijing. One noting that biotech is perceived as a that influences media coverage was a workshop on life science complex subject and few people can of biotechnology, India’s BIC co- and biotechnology with China translate technical matters to simple organized specific language-based Biotechnology; and another with the layman language. Hence, members workshops for journalists with Chinese Society of Biotechnology of the media often shy away from the International Crops Research (CSBT) on biotechnology application reporting on the topic or worst, Institute for the Semi-Arid Tropics prospect and agricultural sustainable sensationalize issues due to lack (ICRISAT) and the Karnataka Media development. Chinese writers of understanding. The facilitators Academy in Bangalore. With the of life science journals from the discussed science and media and the theme Reporting Biotechnology: Chinese Academy of Sciences concepts of trust and expectations Issues and Opportunities, the converged in Beijing to enhance as well as principles on writing workshop focused on journalists awareness of the media and their good and accurate science articles. who specifically wrote in either role in reporting biotechnology. In Participants were able to interview Hindi, Telugu, Kannada, or English. these events, journalists interacted scientists and noted that there were with scientists and government many stories to write. They were For one event, the journalists experts. Media practitioners were also excited by the potentials of the from the northern states of India briefed on biotechnology research technology. were oriented on the research and accomplishments and application development initiatives of the prospects in China as well as on the Among the innovative activities scientists in the country through global status of commercialized and strategies of media workshops biotech interventions and products biotech crops. include laboratory exercises and in the pipeline. A two-day media board games. In the laboratories, workshop in Coimbatore, Tamil With the Biotechnology Research journalists perform gene extraction, Nadu implemented by the Tamil Institute, Malaysian BIC co- the first step in making GM crops. Nadu Agricultural University organized a workshop on effective They also play a board game (TNAU) was also organized for communication in biotechnology for developed by KC and SEARCA BIC journalists, university professors, called K (Knowledge) Quest that and students. The workshop

31 Stakeholder Engagement: Enhancing Knowledge Sharing

conducted in Tamil, had sessions ISAAA AfriCenter in cooperation Aside from presentations from which included an overview of with the United Nations Economic experts, role play, teaching aids, agricultural biotechnology, issues Commission for Africa (UNECA), individual assignments, and on biotechnology such as biosafety Agricultural Biotechnology field visits were designed for a and regulatory perspectives; Support Program II (ABSPII), and participatory approach. An example agribiotech and farmer and industry the United National Educational, of a thematic area discussed was perspectives; and a refresher course Scientific and Cultural Organization on developing news angles using on science journalism. The workshop (UNESCO). The three-day event had actual biotech-related examples. was done in collaboration with the participants from Burundi, Cote Using press releases and articles, Ministry of Environment and Forests d’Ivoire, Ethiopia, Ghana, Kenya, journalists were able to identify (MOEF), and TNAU. Rwanda, Tanzania, and Uganda. It story angles such as economic, brought together scientists and environmental, and social benefits; Another workshop was held journalists to deliberate on biotech factors motivating the expansion of in Chandigarh, Punjab and communication issues in the region. growing biotech crops; the political implemented with the Chandigarh and policy implications of biotech Press Club and the Punjab State One unique feature of this workshop adoption/non-adoption; and ethical Council for Science and Technology was the testing and adoption of and religious issues. The perception (PSCST). Journalists and reporters a UNESCO multi-media training that biotech was a difficult topic from print and electronic media from kit (MMTK). The kit is a package to write about changed after the the state participated. The workshop, of tools for journalists that guide workshop. conducted in Punjabi, was done in them through the communication collaboration with the MOEF and planning process to ensure An outcome of a media training PSCST. A similar program as that of balance and accuracy in reporting workshop in Bamako, Mali was the Tamil workshop followed. Both development issues. Key features the formation of a network of media workshops were covered of the MMTK include sources of journalists for West African Network adequately in the tri-media. Twenty- information; problems of finding for Communications on Agricultural nine articles were generated from new sources of information; selling Biotechnology or RECOAB. The the workshop participants and were the story to the editor; reasons network aims to provide a forum published by such media outlets why editors reject stories; getting through which they could share such as the Hindu Business Line, The past the gatekeepers; developing biotech information sources; discuss Hindu, Chennai Online, Indian Express, new story angles; developing story the credibility of sources; and receive Outlook India, and Financial Express. outlines; covering both sides of the feedback on their work from their Local television channels such as story; covering controversial issues; peers. Country coordinators were Doordarshan also highlighted the and writing the stories (Karembu identified for Mali, Burkina Faso, event. Feedback from participants and Otunge, 2009). Cote d’Ivoire, Niger, and Senegal. of both workshops included an appreciation of the usefulness of the workshop, and a felt need for regular capacity building programs for the media to improve science communication.

Regional Workshops

Realizing the commonality in experiences in communicating biotech among writers in the region, several BICs decided to conduct regional workshops with neighboring countries.

A regional inter-agency workshop on Improving Media Coverage of Biotechnology in Eastern and Central Africa was organized by

32 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Since then, additional members came from Anglophone West African countries such as Ghana, Nigeria, Gambia, and Sierra Leone.

Karembu and Otunge (2009) reported that Kenyan journalist Wandera Ojanji attributes his better understanding and reporting of biotechnology to the various capacity building activities organized by ISAAA AfriCenter. Ojanji’s views on style of reporting on biosafety and biotechnology were shaped by the training on Improving Media Coverage of Biotechnology for Eastern and Central Africa journalists held in Addis Ababa, Ethiopia in 2006. The workshop was organized jointly by ISAAA AfriCenter, UNESCO, regional media training on effective after which participants wrote news and UNECA. He was also part of reporting of biotechnology and stories based on the lectures or field the delegation that toured South biosafety in Addis Ababa, Ethiopia, visit. A critique of the articles as to Africa on a biotechnology fact- Anne’s views of the technology content and writing style enabled finding mission that same year. changed positively. the participants to finalize articles for “I have read and written about publication in major newspapers. biotechnology for several years, India BIC conducted media but I had never come face-to-face workshops in cooperation with The experiences from these with genetically engineered crops. ICRISAT and UNESCO. Participants workshops inspired the sourcebook That changed with my visit to South were middle to senior level for journalists entitled Genes are Africa. Listening to explanations specialist journalists from India, Gems: Reporting Agri-biotechnology: by South African authorities about Sri Lanka, Bangladesh, and Nepal. A Sourcebook for Journalists, how they managed to develop and Resource persons were scientists authored by Rex Navarro, S. commercialize biotech crops and from ICRISAT and communication Gopikrisha Warrier, and Crispin the benefits the country was reaping practitioners from India and the Maslog (2006). Co-published with from the technology was indeed Philippines. Briefings by scientists ICRISAT, the sourcebook collates the very reassuring to me. The farmers’ involved in transgenic research and knowledge and wisdom gained from personal testimonies helped to visits to experimental sites enabled media workshops and puts them strengthen my convictions about the participants to write on topics they into a handy reference for science benefits of the technology,” he said. found interesting. communicators and journalists. It provides background information Anne Mikia, a veteran radio Another workshop, also co- on agri-biotechnology, and journalist, also professed to have organized with ICRISAT, was held perspectives on GM crops. benefited from ISAAA AfriCenter’s in Bangladesh for journalists from trainings on biotech communication. Bangladesh, Pakistan, and Sri Lanka. General communication principles, She admitted that before coming Resource persons gave an overview science communication and science into contact with ISAAA, she of agricultural biotech, genetic journalism guidelines, tips on special had a very negative attitude engineering for crop improvement, skills needed for agri-biotechnology towards biotechnology based regulatory and biosafety systems, reporting and editing, a glossary of on the predominantly negative biotech communication, and social technical terms in biotechnology, media reports. “My perception of marketing. A laboratory visit was and sources of additional biotechnology, especially GMOs, held at the Bangladesh Agricultural information were also included. It was that it was a very dangerous Research Institute. Writers provided was also translated into French technology that was meant to harm insights on reporting biotechnology, for the benefit of French-speaking poor African farmers and consumers,” particularly principles and countries of West Africa. she says. But after attending a techniques of science journalism,

33 Stakeholder Engagement: Enhancing Knowledge Sharing

Print, TV, and radio media end of the workshop revealed that stakeholders such as policy makers, practitioners from Southeast Asia the media participants learned local government constituents, and neighboring regions were much from the activity, and became and students were brought to the invited to Jakarta, Indonesia for the more confident on the topic. confined field trial of the PRSV Status, Impacts and Future Prospects Some of them even suggested resistant papaya and multi-location of Agri-biotechnology in a Changing conducting a similar activity in their field trial sites of Bt eggplant. Seeing Climate: A Regional Workshop for own country. One of the media the PRSV-resistant papaya in the Media Practitioners. The workshop participants, a print journalist from greenhouse laboratory and being was co-organized by the SEAMEO Malaysia, expressed his appreciation presented with real Bt and non-Bt Southeast Asian Regional Center for in hearing the side of the scientist eggplant fruits placed side-by-side Tropical Biology (BIOTROP), ISAAA, on interacting with reporters. He conveyed the message that biotech the Agricultural Biotechnology suggested that similar workshops in crops were the same as conventional Support Project II (ABSPII), and the future should include a media ones, except for pest resistant traits. supported by the Indonesian practitioner sharing his insights Study visits to biotech corn farms Biotechnology Information Center on dealing with scientists. Some also encouraged media practitioners (IndoBIC) and CropLife Asia (CLA). of the journalists also recognized to ask farmers’ assessment of the the need for continuing biotech crops and how their lives have It aimed to keep the media education for the media as implied changed. practitioners in the region by their comments: “Such critical abreast about the trends in scientific matters such as regular The proponents and scientists were biotechnology, and its current and objective workshops are invaluable also present during these study visits potential contributions to food and should be mandatory” and to verify the safety and biosafety security. Participants’ capacities in “Continue giving training programs compliance of the experiments. For communicating crop biotechnology to journalists. That is the only way to study visits on Bt eggplant, experts were enhanced to promote science- help people make more informed provided the status of eggplant based, responsible, and accurate decisions”. farming in the country. These experts reporting. Media practitioners from included an occupational health Cambodia, Indonesia, Malaysia, hazard expert who shared her study Pakistan, Korea, Philippines, Visits and Tours on the pesticide residues in eggplant Thailand, and Vietnam participated farms and their chemical hazards, in this workshop. Most of them In the Philippines, media and an agricultural economist cover agriculture beats, followed by practitioners get to see for who talked about his study on the education, environment, and current themselves some of the products potential socio-economic impacts of events. and results of biotech research Bt eggplant. Seeing the effectiveness through study visits to biotech of Bt eggplant against the borer The three-day activity involved field trials and laboratory facilities pests in the field and hearing the lectures, a laboratory visit, organized by SEARCA BIC and testimony of experts diffused the and a workshop on biotech ISAAA. These study visits were misinformation brought up by communication strategies. The held in cooperation with local anti-GMO groups on its safety and lectures tackled a range of globally and international research potential benefits. These study relevant topics such as food institutions such as UPLB-IPB and visits have prompted the journalists security, agriculture, effects of the International Rice Research to report positive stories about Bt climate change, and advancements Institute (IRRI), and Filipino biotech eggplant. in biotechnology. A briefing on corn growers who opened their laboratory facilities was conducted farms for stakeholder education. One of the stories brought about in the Indonesian Center for Seeing biotech products such as by these study visits is a feature Agricultural Biotechnology and biotech corn and other outcomes article titled Worm-free ‘talong’ Genetic Resources Research and of biotechnological methods such (eggplant) by the science editor Development (ICABIOGRAD). as tissue cultured plants enabled of a daily newspaper Business Communication specialists, participants to experience the saying Mirror. This article eventually won journalists, and a biotech farmer “seeing is believing”. Best Feature Article in the 2010 from the Philippines also shared Jose G. Burgos, Jr. Awards for their experiences. To educate the media on the Biotech Journalism. This contest science behind these products, has been an annual activity since An evaluation via survey reporters and journalists from print, 2005 supported and co-organized questionnaires distributed at the TV, and radio, together with other by SEARCA BIC, Biotechnology

34 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Coalition of the Philippines (BCP), (BBC) visited the UPLB field trial Overall, enhancing the capacities the J. Burgos Media Services, Inc., site in 2011 and interviewed the of the media in biotech reporting the Biotechnology for Life Media and proponents and a farmer. and strengthening linkages with Advocacy Resource Center (BMARC), them can contribute to shaping and the Department of Agriculture SEARCA BIC signed a memorandum public opinion based on accurate – Biotechnology Program Office. It of understanding with the PSciJourn information. Biotech education and recognizes journalists who stand and ISAAA in 2010, to “uphold outreach for the media are indeed out and help in advancing scientific the role of science education and necessary as they prove to be a inquiry and accurate reporting. communication in agriculture powerful connection in reaching out development.” This partnership to the public. Study visits have also garnered allows them to proactively respond interviews and airings from to information needs of stakeholders international, local, and community and at the same time assure accurate radio and TV broadcasters. The writing on biotechnology. British Broadcasting Company

Video Documentaries as Learning Research Institute, both under the Chinese Academy of Agricultural Sciences. English and Chinese versions Aids are available. The video was aired over CCTV 7, the government station for agriculture. Seeing is Believing: Videos are effective means of sharing information The Bt Cotton Field Trials in Burkina Faso documents on biotechnology, particularly those that involve the Burkina Faso workshop on biotech and includes historical perspectives, documentation of processes, the field visits and interviews with key players in and testimonials of end users. the development of Bt cotton in Burkina Faso. The video is distributed in communication and training The KC and the BICs produced a series of developing workshops in West Africa. country experiences on using biotech crops. Asia’s First: The Bt Corn Story in the Philippines is Nurturing the Seeds of Cooperation: The Papaya an 18-minute documentation of the seven-year Network of Southeast Asia highlights the Southeast process that took a GM crop to be approved Asia Papaya Network Project which aims to develop for commercialization in the Philippines. An papaya that is resistant to papaya ringspot virus accompanying video, More Choices: The Lagao (PRSV) and a delayed ripening variety in each of the Farmers’ Story features Bt corn farmers who share participating countries, namely Indonesia, Malaysia, their experiences in planting the crop in Lagao, Philippines, Thailand, and Vietnam. The video focused General Santos City, Philippines. An updated version on public-private partnerships that were involved in documenting 10 years of biotech corn was produced technology transfer, capability building, and support to show developments in the field and to highlight mechanisms. farmer testimonials on the use of the technology. In addition, a condensed video version (10-minute and AfriCenter produced Restoring Lost Cover, a video a series of 2-minute sets) have been developed to that documents the efforts of the Tree Biotechnology highlight the research findings of the Adoption and Programme Trust to meet the growing demand for Uptake Pathways of Biotech Crops in Luzon, Philippines. quality trees and tree products in the Eastern and Central Africa region. This project involves a South- The Bt Cotton Story in India (produced by India BIC) documents the process that it took for India’s first GM crop to be approved for commercialization. It is available in seven Indian languages and in French for Africa’s Francophone countries. Silver Fields of Gold: The Story of Bt Cotton in China presents cotton cultivation in China and the journey it took from the laboratory to the field. This was produced with the Biotechnology Research Institute and the Cotton continued on next page

35 Stakeholder Engagement: Enhancing Knowledge Sharing

to-South, public-private technology transfer of the commercialization of biotech crops from 1996 to proven clonal eucalyptus from South Africa. 2009 and summarizes the impact of over a decade of agricultural biotech. Global Biotech Crops Report is a ISAAA videos have been cited by several international comprehensive review of the global status of biotech film and video award bodies. The video on tissue crops including an expert commentary on Bt rice and culture banana was a finalist in the 2007 International phytase maize in China. Both videos are available by Film and Video New York Festival in the consumer video streaming on the ISAAA website. information category. The same video won the Bronze REMI at the 40th WorldFest-Houston A video on biotechnology in Indonesia was International Film Festival, while the Bt Corn Story developed, depicting research activities and in the Philippines video received the Gold REMI containing interviews with different stakeholders Award. The videos are available in both CD and DVD such as farmers, activists, scientists, and formats, and are distributed to various stakeholders, representatives from both the public and the private who in turn, use these materials for instruction and sectors concerning biotechnology issues in the education. country. Copies were distributed to stakeholders in agriculture. The videos are also available through video streaming in the ISAAA website, and as part of a single DVD of Building up on the popularity of YouTube, Thailand all ISAAA videos. The DVD features graphic menu BIC collaborated with Sub-marine TV and a scientist navigation and the various awards received by the from Chulalongkorn University to produce a video on videos. GM papaya. To demonstrate to the public the safety of biotech papaya, the video shows how papaya fruits Two short videos were also developed by India BIC from a screenhouse can be prepared into the famous to highlight the global status of GM/biotech report. Thai papaya salad. Scientists provided background Fourteen Years of Biotech Agriculture discusses the information on biotech crops with a focus on papaya.

work independently from political approving a regulatory system can Policy opinions and their core task should lead to implementation difficulties. B. Makers be to supply the background In both situations, the availability of information, which justifies the or lack of science-based information political decision (Inovamais, 2011). can affect the policy environment National policies, laws, and Policy makers also deal with different for biotechnology. Bultitude et al. regulations relating to the overall issues and problems among their (2012) say that several challenges direction and support for science constituents; science is just one of create barriers in research-policy and technology, particularly for these many concerns. Legislators interactions. They are caused by agricultural biotechnology, are and decision makers may not realize unintended issues related to the affected by decisions and opinions the importance of this technology communication mechanisms and that policy makers draft and unless the potential impacts are practices used. Policy makers endorse. Decision makers rely on explained to them. Most of them and researchers work in different information provided by experts are not knowledgeable in the field, environments and have few and organizations to help them craft and some have even negative views opportunities to meet directly. There policies in areas where they often about the technology. is the problem of multiplicity of do not have adequate background information sources and too much or the time to do adequate science- Similarly, policy makers can advice, thus raising the issue of based research. promulgate policies that hinder what sources to trust. Knowledge research activities. These can be brokering and more informal Exercising influence on political in the form of moratorium of field support structures are needed to decisions is extremely difficult – not trials and a complete ban on related facilitate communication. only for researchers but also for all biotech research. Delay in the stakeholders. Those in the science deployment of crop biotechnology Science communicators have an community such as researchers and even overly cautious stance in important role to play as interpreters

36 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

(through the mass media), facilitators (through training and consultancy), and intermediaries (through new, dedicated channels). Direct contact between policy makers and researchers are necessary to streamline policy access to scientific knowledge, provide two- way flow of information, and help ensure that scientific information is set within a wider context.

Seeing the need to communicate the science and benefits of crop biotechnology to policy makers, ISAAA uses different face-to-face communication strategies. ISAAA uses these strategies to thoroughly educate the decision makers with the technology; train them to communicate effectively on issues surrounding biotechnology; and with farmers. Back in Kenya, one Information Center (BBIC) took an assist them in legislating policies of the delegates from Parliament active role in attending meetings that support its adoption. championed the cause for the with the Ministry of Natural Biosafety Bill to its eventual tabling Resources and Environment (NRE) Kenya has taken a proactive stance and debate in the legislative body. and the Biotechnology Alliance in the briefing of policy makers, Association (BAA). In these meetings, particularly when the Biosafety Bill In another case, senior policy the stakeholders discussed biosafety was being processed. AfriCenter makers in the Agricultural framework, biotech promotion, and reports that as early as 2006, Sector Coordination Unit (ASCU) public-private partnerships. For decision makers from Kenya and Ministries were given a briefing instance, the BIC attended meetings Malawi were invited to South Africa on biotechnology and biosafety conducted by the NRE where the on a five-day exposure trip to developments. ASCU is an inter- biosafety framework was discussed. farmers’ fields where Bt maize and ministerial unit that coordinates Bt cotton were being grown. Co- different agricultural and rural BIC also went with the Ministry organized with the AfricaBio (South development-related ministries of Agriculture and Cooperatives Africa), the African Biotechnology tasked with implementing the to meetings that deliberated on Stakeholders Forum (Kenya), and Strategy for Revitalizing Agriculture policies regarding GM plants. Biotechnology-Ecology Research and in Kenya. Briefing was on recent Further, BIC attended a meeting for Outreach Consortium or BioEROC developments in biotechnology the drafting of the papaya consensus (Malawi), the study tour enabled policy, biosafety legislation, and document with the National Science 24 participants, half of whom were awareness creation initiatives in the and Technology Development members of Parliament, to discuss country. The participants voiced out Agency (NSTDA) Science Park. farmers’ biotech projects in South that they were not conversant with Lastly, BIC co-organized with the Africa and the status of biotech in biotechnology and biosafety issues BAA a public hearing in Bangkok to Africa. enough to reach out to the public. draft a biosafety law. The event was An article about this event published attended by about 100 people from Delegates visited Bt white maize in the Crop Biotech Update (CBU) the scientific and private sectors demonstration sites in the Soweto encouraged a number of institutions (seed companies, importers, and and Olifantsvlei areas and saw first to support capacity building for the exporters). hand how small-scale farmers were policy makers. benefiting from the technology. Malaysia ratified the Cartagena A field trip was also organized to When Thailand was in a critical Protocol on Biosafety (CPB) in Makhatini Flats in the Kwazulu period with its biosafety law 2003. Ever since, policy makers Natal province for them to see being discussed, the Thailand and scientists have been involved the Bt cotton fields and interact Biotechnology and Biosafety in developing the regulation

37 Stakeholder Engagement: Enhancing Knowledge Sharing

framework, which came under the 3. Workshop on Regional Institute on Golden Rice. purview of the NRE. From 2003 to Experiences on Biosafety 2007, the Biosafety Bill evolved Framework to highlight the Key policy figures in the Vietnam tremendously before coming into biosafety regulations as well as National Assembly likewise met with force in August 2007. their challenges, shortcomings, Filipino farmers and policy makers and success in India, Philippines, and regulators. They also met with As a BIC that promotes science- Vietnam, Thailand, and Singapore public sector researchers to discuss based information and that thrives 4. a conference on Addressing issues related to GM technology. to support a robust biotechnology Global Sustainability, Needs, and research and industry, MABIC took Challenges focused on modern a proactive role in advocating for biotechnology and how it can a regulatory framework. MABIC contribute towards developing Academics/ engaged in dialogues with various better crops to address the global C. Scientists stakeholders to sensitize them on challenges and the regulations the need for a regulatory framework that could support it that is balanced and can mitigate Research in Asia shows that the potential risk of living modified MABIC contributed to Malaysia’s university professors and public organisms (LMOs) without stifling Biosafety Bill evolving into a more sector scientists are rated high on research and commercialization. science-based and regulatory the credibility ladder (Juanillo, 2003; system. Torres et al., 2006). In fact, there is Malaysia has many research a high significant relationship in activities at various stages related In 2008, the Singapore-based the level of understanding about to GMOs in agriculture in almost all Asia Biobusiness Pte. Ltd. (ABB) biotechnology among stakeholders universities and research institutes. coordinated with SEARCA BIC to who talked to professionals, experts, A viable regulatory framework is of facilitate the two separate study or scientists. paramount importance for research tours of foreign delegates from to see the light of commercialization Peru and Vietnam. The participants Poortinga and Pidgeon (2007) and public acceptance. Furthermore, gained insights on the biotech also include scientists working Malaysia has an active voice in all regulatory framework of the for universities as most trusted major international negotiations Philippines as well as on its R&D information sources in Europe and meetings related to CPB that activities for biotech crops. The along with doctors and consumer may influence the decision-making study tours were part of the organizations. They are perceived process of many developing supported exchange visits under the to tell the truth about GM food. countries. auspices of the Asia-Pacific Economic Because these stakeholders are Cooperation (APEC) Toolbox project highly trusted, it is inevitable that In view of this, MABIC organized on High Level Policy Dialogue they are sought as information a couple of workshops and on Agricultural Biotechnology sources by the general public on conferences in collaboration with (HLPDAB). such topics as biotechnology. The the Malaysian Biotechnology public and policy makers likewise Corporation to facilitate active SEARCA BIC organized the itinerary rely on universities and their discussion among policy makers and of Peruvian government officers experts for reassurance and reliable other stakeholders. These events to the Philippines in September information about the potential risks include: 2008. The officers learned about the of any technology. country’s biotechnology/biosafety 1. an Industry Dialogue on the policy and regulatory system. Science journalist Julian Cribb Biosafety Bill 2006 with the Communication strategies for public (Econnect, 2004) forwarded possible Ministry of Science, Technology acceptance of biotechnology; and areas of concern that scientists can and Innovation to obtain the public and private sectors’ be involved with: stakeholder feedback and activities in developing biotech • Transfer to society or industry exchange viewpoints on the crops in the country were tackled. the benefits of research Biosafety Bill 2006 The participants were updated on • Inform policy makers and 2. a special session on biosafety the greenhouse trial of Bt eggplant; leaders about progress that can regulations organized during the confined field trial of papaya advance the interests of the the Asia Pacific Conference resistant to ring spot virus (PRSV) by community on Plant Tissue Culture and UPLB-IPB, and the research activities • Prepare the public for the Agribiotechnology of the Philippine Rice Research

38 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

advent of new technologies and biotech issues and challenges stakeholders to deal with media and technological change through interviews and print the general public regarding crop • Share with industry, other media biotechnology issues and concerns. scientists, and users research 6. the need for balanced biosafety Participants from Indonesia, findings and experiences, so regulations to create an enabling Malaysia, and Bangladesh attended that they may be combined into environment for modern one of the risk communication a workable technology biotechnology to be adopted for workshops for scientists to enable • Remedy and if possible avert the benefit of society them to see how it is implemented. environmental damage caused After the workshop, ISAAA sent by unwise use of technology resource persons to Dhaka, and resources Hands-on exercises such as how to Bangladesh to train 60 scientists on • Involve the next generation address inquiries from letters to the risk communication. in technological progress editor in newspapers, television, appropriate to their evolving radio, and phone interviews, and A follow-up post questionnaire society addressing expectations from media was administered to the practitioners follow the theoretical participants of the Biotech Issues Enhancing the communication skills inputs from experts. Attention is also and Communication Workshop: of scientists to relate with media given to body language and how Enhancing Communication Skills and to become effective science impressions contribute to issues of on Biotechnology six months after communicators is a primary activity trust and credibility. Scientists are they attended the workshop. of the biotech information network. introduced to writing and speaking Participants from Indonesia, Risk communication training for for the layman, getting understood Malaysia, Philippines, Thailand, scientists develop a critical mass by an audience with minimal Vietnam and Kenya were asked of “spokespersons” with adequate science background, and learning about the knowledge and skills they skills to communicate concepts to communicate key important learned from the workshop, how and issues about biotechnology messages in short sound bytes. the workshop contributed to the in high concern situations. It performance of their work, and if provides the knowledge needed for Through participatory and a similar workshop would benefit informed decision making about interaction techniques, scientists others. risks; building or re-building trust undergo mock interview techniques, among stakeholders; and engages which are video recorded and played About 90 percent of those who stakeholders in dialogue aimed at back for critiquing. Scientists who responded said that the learnings resolving disputes and reaching undergo this kind of workshop have they found most useful were on the consensus (Covello et al., 2001). noted increased confidence to deal communication strategies and skills. and interact with media as well as In particular, these were developing Workshops handled by the BICs to answer inquiries from opposing media maps, dealing with difficult typically include discussion on the stakeholders. In like manner, questions from biotech sceptics, and following topics: journalists are able to get story leads understanding the credibility ladder. for articles in newspapers and other The workshop proved useful in their 1. definition of biotechnology and media outlets. work and in providing them a better key applications, global and local understanding of biotechnology. status of biotech crops, risks and The KC designs and conducts risk benefits, biosafety and regulatory communication workshops to Examples given were that of an concerns, and commercialization enhance the communication skills of Indonesian respondent who said he prospects 2. science communication principles, challenges to communicating biotechnology, and safety 3. principles of risk communication for different biotech and biosafety scenarios 4. message mapping for biosafety concerns (e.g., food safety, environmental safety) 5. how media operates, handling

39 Stakeholder Engagement: Enhancing Knowledge Sharing

was able to write an article in a local her confidence to be interviewed from Kenya noted that he was able newspaper to counter a negative in a television program, engage in to forestall bad publicity about article that was published earlier. A discussions with the Ministry on biotech by using risk communication Philippine respondent mentioned biotech, and participate in a number skills with the media. that she is now more confident of meetings. Updates on biotech to face the public in answering enabled a Thai respondent to discuss All of the respondents said that controversial questions about issues with various stakeholders as others would benefit from a similar biotech. A Vietnamese participant he had the information to address workshop with some expressing noted that the workshop developed specific concerns. Still a respondent interest on the implementation of

Table 3. Draft strategies for communicating agri-biotech between scientists and journalists

CHALLENGES STAKEHOLDERS MESSAGES STRATEGIES Handling sensitive issues Policy makers Science-based information is Engage experts and PR Media needed. WHAT and WHY need companies; training Scientists to be answered. Lack of competency in Scientists Preparedness. Messages need There should be training of communicating biotech, Journalists to be simple with images, both scientists and media. media-shy, lack of media Management metaphors, and relevant Scientists should hand out attention, fear of distorted Policy makers information to readers and diagrams, charts, and quotes articles by the media audience. that the media can use in their publications and other relevant kits which ease the reporter’s job. This will allow better write-ups with less chances of distortions or incompetent reporting. Reporters should be given a summarized version written in layman’s terms, instead of scientific journals. Clearance from management Scientists Develop messages maps so Every research project should Lack of accuracy in reporting everyone provides consistent have a well-defined message by media and reliable messages so that map consisting of all issues, clearance to speak to media is concerns, and benefits of the not an issue. research application. Message maps also ensure accuracy. Getting media attention Scientists Articles should not sound Use simple language. Make it whiny, but these should be sound very interesting to all appealing to the public. levels. Lack of champions among Scientists Media Identify scientists for training scientists to communicate in communications and biotech media engagement. Identify champions who are able to adapt to interdisciplinary subjects and be able to convey accurate messages to the public and media. Identify well-respected and well- accomplished scientists. Create scientists with celebrity status.

40 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication the workshop for local participants. Appropriate skills to effectively in communicating each topic, the communicate biotechnology were target audiences, the challenges, The KC also helped organize a risk discussed through lectures and the communicators, messages, and communication workshop with the group exercises. strategies. Indonesian Vegetables Research Institute (IVEGRI) for extension Dialogue Between Scientists and On the second day, a brainstorming workers in Bandung, Indonesia. It Journalists: Towards Agricultural session was carried out among was attended by researchers and Biotechnology Communication participants who represented agricultural extension workers from was conducted in Malaysia to the scientific and the media different provincial and district strengthen the working relationship community. The challenges faced agricultural offices from East, West, between the scientists and media. by both scientists and media in and Central Java; Yogyakarta; Banten; A Best Practice in Communicating communicating biotechnology and Jakarta. Agribiotechnology for Scientists and were identified and solutions Journalists was developed as a guide were proposed. A set of In Kenya, participants who attended to bridge the gap between the two recommendations were also made a two-day training session were sectors. to create a conducive and enabling taken through five major sessions: environment for biotechnology 1. At the beginning participants About 70 participants listened communication to thrive in Malaysia. were encouraged to share their to experts discuss the overview expectations from the workshop. of agri-biotech, biosafety The final version of the Best Practices An exercise to gauge their level of regulations, and strategies in in Communicating Agricultural knowledge and understanding of biotech communication. Among Biotechnology will be sent to policy biotechnology was conducted; the communication challenges makers to be considered as an 2. Biotechnology, definition of forwarded were the lack of science annex to the National Science and terminologies, its applications, communicators, lack of cooperation Technology Policy being drafted adoption trends, benefits and from the media, inadequate training (See Table 3 for draft document). concerns; (for non-specialists, for media and scientists, difficulties a DNA extraction activity to in understanding science, disinterest, Among the resolutions forwarded by demonstrate that DNA is a and misinformation. the participants were: basic component of all living (1) Science communication should organisms); Sharing of experts was followed be offered as a core subject for 3. Essence of science by a breakout session where the science degrees in universities to communication and developing a participants were divided into enable future scientists to translate communication strategy; four groups based on topics scientific data into understandable 4. Principles of risk communication, on agribiotechnology. MABIC language and play a role in identifying biosafety concerns presented a draft of the Best Practices communicating biotechnology; related to their area of in Communicating Agricultural (2) Science communicators should specialization; Biotechnology to the audience be available at each research 5. Preparation of message maps for for deliberation before it will be institute or university; (3) Funding the identified areas of concern; available and eventually placed in is needed for public awareness and the public domain. The participants programs such as projects and 6. Effective media relations and the were asked to identify the issues competition, and media can be involvement of participants in a role play media interview, which is recorded and played back for them to review and critic their performance.

IndoBIC conducted a risk communication workshop in Bogor for scientists and representatives from the government and academic sectors. The workshop tackled biotech issues and research initiatives in the country, particularly those carried out under ABSPII.

41 Stakeholder Engagement: Enhancing Knowledge Sharing

engaged to cover these events; information about the technology. and (4) Non-journal publications Feedback from the participants that scientists develop should be revealed their interest to impart new D. Farmers included as their key performance knowledge to their students. indicator (KPI) beside peer-reviewed journals. An international workshop Among agricultural stakeholders, on Applications of Modern farmers experience first hand both Biotechnology in Muslim Countries- the benefits of a technology and Workshop for Educators Specific Issues and Challenges problems that hinder productivity. was organized by Pakistan Hence, as critical stakeholders, Aside from the dialogue with BIC in collaboration with the building their capacity to innovate scientists, MABIC has been Organization of Islamic Conference‘s and adopt new technologies is organizing biotechnology Ministerial Standing Committee needed (Okyere, 2009). Crop workshops for high school teachers for Science and Technology biotechnology, which is one in collaboration with the Ministry of (COMSTECH) in Islamabad. Thirty alternative approach to solve the Education’s Centre for Curriculum five biotechnologists from seven complex problems of hunger, Development. This workshop countries participated in this poverty and food insecurity, may be aims to keep the teachers abreast event. Participants were able to an appropriate technology within with the latest applications of identify the bottlenecks hindering reach of rural and disadvantaged biotechnology and provide them the applications of biotechnology farmers (DaSilva et al., 2002). with teaching resources. Teachers despite genuine needs. Many were updated with new information OIC nations have been slow in ISAAA provides an environment on the applications of biotechnology creating enabling environments for where farmers can share experiences and hands-on experience on the biotechnological innovation. Factors and acquire information about the techniques for use in the classroom. include lack of a biosafety framework technology with peers and other in implementation strategies; stakeholders. ISAAA’s network MABIC joined hands with the insufficient understanding of the sees the positive acceptance Malaysian Palm Oil Board (MPOB) policy makers about the tremendous and/or adoption of a technology to organize a workshop for a group benefits of biotechnology; and by farmers as a testament of its of 40 teachers from Selangor and inadequate end-user support contributory efforts at increasing Kuala Lumpur. The teachers were mechanism to ensure delivery of awareness and understanding of divided into two groups and each biotechnology related inputs (e.g., biotechnology. In countries where group went through a one-day seeds, technology, and know-how). biotech crops are already being hands-on laboratory session on commercialized, efforts are geared DNA extraction, polymerase chain Recommendations included the toward sustaining interest and reaction (PCR) technique, and DNA creation of the required regulatory use. In countries where they are fingerprinting. DNA was extracted framework; implementation not yet being grown, farmers are from oil palm leaves. All the teachers mechanism; human capital and being oriented and updated on were science graduates who teach enabling infrastructure for the biotechnology developments with biology but it was their first time to applications of biotechnology; the hope that they would be positive work with DNA and PCR. A lecture on and provision of capacity building to the idea of modern technology the applications of biotechnology in initiatives. once commercialized in their own the palm oil industry was delivered country. by an expert. ISAAA has been conducting China BIC has also taken an active different activities and face-to- role in organizing a series of face communication strategies to dialogues between scientists and build the capacity of resource poor educators. In one event, 140 biology farmers to innovate and adopt new teachers from more than 100 middle technologies. Farmers, in turn, have schools attended a dialogue on been empowered to make well- What is GM? sponsored by the CSBT informed decisions about growing and China BIC. Experts from the biotech crops. These activities Chinese Academy of Agricultural include the following: Sciences and China Agricultural University updated teachers on

42 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Regional Farmers Network from agricultural biotechnology with farmers, local government processes and products. leaders, and individuals doing New technologies assist farmers in biotech advocacy. A major output improving productivity, conserving The workshop objectives, among of this session was the consensus land and water resources, and others, were the following: (1) among the participants to establish reducing the use of external inputs increase Southeast Asian farmers’ a regional farmers’ network to such as pesticides and fertilizers. This awareness of the challenges facing promote the active exchange was the conclusion of a Producer agricultural biotechnology, as well of experiences and knowledge Panel at the Private Sector Day of the as its potential benefits; (2) provide on alternative modern farming APEC HLPDAB held in 2003 in Chaing first hand experience through visits technologies. Rai, Thailand. The Producer Panel to local farms planting traditional recommended that governments varieties and Bt corn; (3) explore A four-day “Farmer Biotech should do their utmost to facilitate effective communication techniques Outreach: Strengthening the farmers’ access to new technologies for farmers to communicate with Competitiveness of Small Farmers” to ensure sustainable livelihoods for specific audiences (other farmers, was implemented in 2006 as a rural communities and food security policy makers, regulators, media); follow-up to the first APEC Farmer at the national level. and (4) discuss the possible Biotechnology Outreach Program. formation of a Farmer to Farmer Thirty-four participants attended In response to the Producer Panel’s Regional Resource Network. the workshop from China, India, recommendation, ISAAA , the Indonesia, Malaysia, Philippines, University of the Philippines at Attendees were updated on Thailand, USA, and Vietnam. The Los Baños, Cornell University, and agricultural biotechnology and the workshop involved discussion the U.S. government developed a skills to effectively communicate of issues, sharing of farmers’ pilot capacity building workshop about it. International experts experiences, field tours, and in the Philippines for farmers from discussed various topics such planning meetings for the next set of five APEC member countries in as GM crops, myths and facts activities. During the workshop, the Southeast Asia. The participants about biotechnology, global participants agreed that a collective in the Farmer to Farmer: Sharing status of biotech developments, voice of farmers was necessary to Experiences Related to Agricultural and regulatory process in provide updated information and Biotechnology included progressive commercializing biotech crops. gain access to resources. Since farmers, farm organization leaders, Farmers from the Philippines, India, farmers lacked experience with GM and other key players in Southeast and the U.S. shared their experiences crops and few in the region had Asian agricultural communities. The in growing biotech crops. Field trips direct access to relevant information, dialogue promoted interaction with to corn farms, a grain processing it was deemed important to have an farmers from the US, India, and the center, and research institutions, organization like the Asian Farmers Philippines, who use and benefit and panel discussions were held Regional Network (ASFARNET).

43 Stakeholder Engagement: Enhancing Knowledge Sharing

SEARCA BIC hosted the Pan-Asia Farmers Exchange Program (FX) of CropLife Asia in March 2010 with CropLife Philippines and the Biotechnology Coalition of the Philippines. The FX aims to enhance the knowledge of farmers and other biotechnology stakeholders about biotech crops; demonstrate how regulatory framework for crop biotechnology works in practice; and promote regional knowledge- sharing and agriculture networks (Tababa, 2011). It was attended by Asian farmers and key stakeholders who participated in interactive lectures and presentations on different aspects of agricultural biotechnology. They also visited Participants evaluated the workshop of the multi-location field trials; research institutes. and rated it very relevant, organized conduct of activities to raise the and effective. Some of them knowledge and appreciation of In a country where biotech crops commented that the workshop biotech among local government are not yet being grown, ASFARNET was trailblazing, had good content, units; and upholding ASFARNET as Indonesia in collaboration with and that there should be more of an active steward and advocate of other partners such as the Indo BIC these workshops as learning is a biotechnology. held a workshop on Technology continuous process (ISAAA, 2006). Promotion and Exchange of Still another activity was co- Agricultural Biotechnology in Bogor. ASFARNET is now engaged in organizing the National Agricultural In the workshop, farmers discussed activities to strengthen the voice Biotechnology Farmers Conference the challenges facing agricultural of farmers in issues that concern with the Department of Agriculture biotechnology, as well as its benefits. them. Farmer leaders such as Edwin Biotech Program, ISAAA, and Their knowledge on policy issues Paraluman of the Philippines and SEARCA BIC. The theme for 2012 based on stakeholder experiences Agusdin Pulungan of Indonesia was Agbiotechnology, Productivity, with agricultural biotech was represent ASFARNET in international Food Security: Our Joint Responsibility. also enhanced. They exchanged gatherings and workshops (e.g., Over 90 farmers and agricultural experiences and lessons among Honduras, U.S., Italy, Brazil, Chile, representatives from various regions farmers who adopted biotech crops; and South Korea) where they share in the country attended. Biotech learned from biotech scientists and their experiences and articulate their experts shared updates on the industry practitioners; and attended views on modern technology. current status of agri-biotechnology, field visits to research centers. as well as the potential benefits of Bt In the Philippines, ASFARNET is eggplant and Golden Rice. During the workshop, a resolution active in taking a visible stand in was forwarded that farmers should issues that affect farmers. With An important outcome of the be able to participate in identifying, the surge of anti-biotech groups’ conference was a resolution from developing, piloting, and/or stance against multi-location field the farmers addressing the need transferring appropriate agricultural trials for Bt eggplant, the network for science-based information on biotechnologies as well as in ratified several resolutions during biotechnology for the farmers formulating policies that will affect the Farmer Leaders Forum-Dialogue to make informed choices; a their lives. on the R&D of Bt eggplant in the well-defined insect resistance Philippines. After a thorough management program specifically Indonesian BIC also conducted a discussion on the benefits of the for corn; and the strategies for series of workshop for farmers in crop provided by experts, the the co-existence of GM crops several areas, among them Kediri, farmers’ network came out with with conventional and organic Lampung, South Sulawesi, North several resolutions. These include: agriculture. Sumatera, Yogyakarta, East Java, and endorsement of the completion Gorontalo in collaboration with local

44 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication government (policy makers), farmer association, and private sector. Some 200 representatives from the farmer organization KTNA attended the events to listen to discussions on Indonesian agriculture and its challenges in the future; the status of agricultural biotechnology adoption in the country; and agricultural technology innovation through biotechnology. Identified as among the critical points that affect the acceptance of biotechnology in Indonesia are:

• Lack of government regulation on biotechnology. • All stakeholders including farmers, scientists, private processing plant and biotech biotechnology and biosafety. sector, and NGOs need to corn farms in Pangasinan and In another instance, farmers work together in order to Pampanga, as well as to laboratories representing papaya growers in convince the government to and screenhouse trials at the Maeklong area (Nakorn Pathom, immediately realize agricultural International Rice Research Institute Rachaburi, Samut Sakorn, and Samut biotechnology. (IRRI). Songkram) attended a workshop to • The Seeing is Believing tour is learn about GM papaya and observe an effective method that needs ‘Live’ Classroom GM papaya plants grown in the to be implemented as it brings screenhouse. They were briefed farmers to places/countries The Thailand Biotechnology and on the basics of biotechnology and with developed biotechnology Biosafety Information Center (BBIC) biosafety issues and were toured products. uses a unique synchronized learning in the PRSV-R papaya screenhouse. • Familiarization with agricultural process from theory to practice A similar workshop was held to biotechnology is necessary at the with the use of ‘live’ classroom farmer participants in a Farmer grassroots level. Collaboration to disseminate information and Network Workshop held in the BBIC between farmers and local interest on biotech crops. This laboratory facility. agricultural organizations must involves taking participants through be maintained. the various phases of GM papaya Farmers who attended this live development up to field trials. The classroom approach a few years ago In 2011, Indonesian farmers BIC prides itself in having a venue were instrumental in submitting a participated in a five-day Farmer for interested stakeholders to see petition to the Prime Minister and to Farmer Workshop: Agricultural transgenic crops (PRSV papaya) all cabinet members to allow field Biotechnology Outreach and Capacity year round in both laboratory and testing and planting of biotech Building at the New World Hotel, contained field conditions. Activities papaya to control PRSV. They are Makati City, Philippines. Knowledge include in-house training and now science communicators taking on biotechnology were shared workshop, open house, and visits by an active role in getting the farmers’ by various scientists and experts invitation. voice heard to influence policy from the Philippines including the and decision making. Meanwhile, proponents of the fruit and shoot Farmers growing cotton and papaya challenges for the sustained use borer-resistant Bt eggplant, the attend workshops where they are of this learning approach include delayed ripening virus resistant updated on the application of maintenance cost and space papaya, and the vitamin-enriched biotechnology using the papaya as limitation. The idea of a small and Golden Rice in the Philippines. the focus crop. Often implemented compact mobile unit of the set-up with the Biotechnology Alliance is being considered so as to reach Filipino biotech corn farmers Association, the workshops aim more stakeholders in remote areas. shared their experiences with their to strengthen the network of Indonesian counterparts. In addition, farmers who will act as science they went on study visits to a seed communicators on modern

45 Stakeholder Engagement: Enhancing Knowledge Sharing

Field Tours was low (Juanillo, 2003; Torres et al., Religious 2006). Biotechnology and Islam A three-day Understanding E. Sector become an issue when discussed in Biotechnology: Travelling Workshop to the context of food. Bt Cotton Field Trials in Burkina Faso was held for cotton farmers from Societal debate on biotechnology Several international conferences Burkina Faso, Mali, and Togo through has moved towards ethical and were held to discuss biotech the support of ISAAA. Farmers were social impacts. The United Kingdom’s and religion. The Conference on able to visit research stations of Royal Society Report asserts that the Development of Agricultural INERA (Institut de’ Environnement “public debate about GM food must Biotechnology in Islamic Countries: et Rechershes Agricoles) in Boni and take account of wider issues than Sharing the Experience on Issues Fada. INERA is a national research the science alone” (Kinderlerer and and Challenges was held in Cairo, institution which is collaborating Adcock, 2003). Ethics, defined as Egypt in 2006. This workshop was with Monsanto to develop local the ideals, values, or standards that a regional activity spearheaded cotton varieties using the Bt people use to determine whether by the BICs in Egypt, Malaysia, technology. Through the seeing is their actions are good or bad, Indonesia, and Bangladesh. It believing approach, farmers had the answer the question “Is an action brought together participants from opportunity to see for themselves right or wrong?” It is what society the Islamic community to discuss the benefits of novel applications uses to judge whether an issue or biotechnology interventions and of biotechnology on agricultural thing is acceptable and justifiable the role of Islam in its development. production, specifically on the (Thompson, 2001; ISAAA, 2006a). It aimed to discuss issues related 2006 field trials of Bt cotton. A to the compatibility of Islam and half-day session on biosafety issues It is not surprising therefore, that the biotechnology. Islamic scholars from conducted by experts was also religious sector, notably the Roman various countries reiterated that conducted. Catholic Church and the Muslim Islam is not in contradiction to the faith, have voiced their views on development of biotechnology if A delegation of Japanese farmers biotechnology. Religious leaders and the technology is used to improve and the BIC head in Japan made a scholars were identified by Asian human health and lifestyle without three-day visit to the Philippines respondents as trusted sources any negative implications to the in 2012 to meet with government of biotechnology for the layman environment. Participants noted regulators, biotech corn farmers in although their knowledge level that effort was needed to bridge the Pampanga, scientists at the IRRI, and local experts. The study tour was coordinated by SEARCA BIC in collaboration with ISAAA and the Nippon Biotechnology Information Center (NBIC) in Japan.

Back in their country, they shared highlights of their visit during a mini- symposium on Agriculture: Current Status and Future Direction at Hokkaido University. At the HOBIA-sponsored symposium, which was organized by the Japan BIC, the farmers expressed their observation that adoption of GM crops in the Philippines was rapidly increasing. They also said that they were very happy with their increased productivity and income, as well as with a safe and effective pest management technology.

46 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication communication gap between Islamic scholars and scientists. A favorable outcome of the workshop was the networking of BICs with Islamic country representatives and donors who voiced the need for more BICs in the rest of the Islamic region. This first regional effort was followed by a number of activities in subsequent years.

Workshop for Islamic Scholars on Islam and Biotechnology: Finding a Common Language between Ulama and Scientists was conducted in Kuala Lumpur, Malaysia and co- organized by MABIC and ISAAA. Participants came from Malaysia, Indonesia, Philippines, India, Pakistan, Bangladesh, Iran, and was adopted after listening to both and Islam supports beneficial Egypt. The expected outcome scientists and ulamas noting that scientific innovations for mankind. was for religious leaders to gain biotech crops and products that Modern biotechnology and thorough understanding of science have undergone intensive food genetic engineering are important behind agri-biotech to help them and environment safety tests are developments that merit promotion in the decision-making process. acceptable in the Islamic world as in all OIC Members. Regulatory Understanding the link between Halal, provided the sources are Halal. measures should facilitate the the science and Islam would enable acceptance and use of GM products them to achieve the goals of In the same year, MABIC organized particularly by Muslims. reducing hunger and poverty. another workshop, International Workshop for Islamic Scholars In 2011, another International A focused group dialogue was on Agri-biotechnology: Shariah Workshop on Agribiotechnology initiated to deal with sensitive Compliance in Georgetown, Penang, Communication for Muslim issues such as religion and ethics in Malaysia. Religious scholars and Countries was organized by modern biotechnology. A resolution Muslim scientists from Malaysia, MABIC in Langkawi, Malaysia. was proposed on the halal status of Indonesia, Philippines, Iran, Saudi Participants from Malaysia, agricultural GM products. However, Arabia, Egypt, and an expert from Indonesia, Philippines, Egypt, the absence of high level ulama the USA converged to discuss agri- Pakistan, Iran, Bangladesh, India, during the workshop hindered its biotechnology and its permissibility China, Thailand, and Uganda came adoption. The other lesson learned in Islam. The principles of Shariah together to discuss the scenario for from this first attempt in engaging and the Halal concept were first agricultural biotech in the context religious scholars was the need to articulated followed by a discussion of local and global situations; collaborate with an organization that on safety issues, benefits, and impact share experiences and challenges has relevance to Islam and enjoys of agri-biotechnology. A session was in agribiotech communication; credibility in the Islamic world. devoted to agri-biotechnology in identify communication issues and OIC countries and the benefits of GM challenges in Muslim countries MABIC in 2010 collaborated with foods to the Ummah. pertaining to agri-biotech; and the International Halal Integrity develop a strategic communication Alliance (IHIA). This led to a special The participants then brainstormed paradigm for communicating agri- session on GM technology to ensure together and agreed on six biotech. a success engagement with Islamic resolutions (Salleh, 2012), which scholars in World Halal Forum 2010 strongly urged the need to MABIC also attempted for the on GM technology. Ninety delegates support GM technology and public first time to co-organize an from government, academia, awareness on this area. Among Introduction to Biotechnology Talk shariah, certification bodies, NGOs, the key resolutions which were with a religious organization called and industry from OIC countries eventually adopted were that Islam Malaysia Arulneri Thirukootham. The attended this session. A resolution and science are complementary organization is one of the oldest

47 Stakeholder Engagement: Enhancing Knowledge Sharing

Hindu organizations in Malaysia with - Egypt, Ghana, Kenya, Nigeria, many followers, especially students Multi- Tanzania, and Uganda. The Kenya and the youth. This seminar was F. Stakeholder Chapter, for example, is composed attended by nearly 150 participants of 70 institutions in the country, (students, undergraduates, teachers, Groups and it is a collaborative agreement parents, media, and housewives). between the African Agricultural The seminar included a talk on Africa’s OFAB Technical Foundation (AATF) and the basics of biotechnology in ISAAA. the various sectors (agriculture, The Open Forum on Agricultural medical, industry, and environment), Biotechnology (OFAB) is a venue for The OFAB sessions are monthly followed by a panel discussion on knowledge and information sharing meetings usually held for two issues related to biotechnology on biotechnology in Africa to hours although this could change and career prospects. Parents and contribute to building an enabling as defined by the dynamics of students showed a keen interest environment for decision making. operation in each of the country on the subject. Several questions OFAB is creating visible impact in hosting an OFAB chapter. were raised on how to pursue providing a platform for dialogue on Programming Committee (PC) biotechnology as a career and its agricultural biotechnology, which is consisting of volunteers from partner prospects. This workshop managed essential in enhancing acceptance of organizations manage OFAB in each to address a number public concerns the technology. OFAB stakeholders country. The PC selects topics for on modern biotechnology, especially include scientists, lawmakers, policy the event, invite key speakers, work on GM technology. makers, farmers, journalists, and civil to expand participation, and work society. out strategies of encouraging media A hands-on session to extract attendance. Most OFAB sessions is DNA from fruits using household OFAB strives to ensure that quality comprised of a topical presentation materials was also included. For most knowledge is disseminated by followed by moderated discussions. of the participants, this seminar was ensuring that there is flow of factual Examples of key messages are the their first exposure to biotechnology. information from the scientific status of agricultural biotechnology The feedback received was very community to policy makers and in Africa; biosafety frameworks in positive, with many saying their the general public. It also provides Africa; risk communication and knowledge on biotechnology opportunities for networking among issues management; and policy increased significantly. Some different stakeholders such as policy matters related to agri-biotech. In students expressed interest to makers, scientists, journalists, civil addition to the monthly meetings, pursue courses on biotechnology. society, and farmers. As of 2012, OFAB in each country produce Invitations from teachers were OFAB has six chapters across Africa reports which are posted on the also extended to MABIC to have biotechnology talks at their schools.

Thus, an engagement with this organization provided MABIC with potential biotech communicators and champions among this sector of the community. This is important as religious scholars have high credibility among Malaysians who are generally religiously inclined. Prospects are there for MABIC to explore other religious platforms such as Dharma Talks for Buddhists.

48 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

OFAB website (www.ofabafrica.org) media coverage of the events, trust on concerns related to safety and later compiled into an annual particularly in articulating issues and capacity. Topics of discussion report for OFAB stakeholders. raised in the presentations. Media are inputs to documentaries continues to quote resource on TV and radio interviews as One of the topics that featured persons and in the process present well as newspaper articles and prominently in the OFAB Kenya a favorable but science-based supplements, which have popular discussions in 2012 was the perspective of the technology. and wide reach. labelling regulations for GMOs and During an intense debate on derived products intended for use the safety of GM foods after the ISAAA’s AfriCenter partners with as food, feed, or ingredients. Most Kenyan government allowed the research institutions and other stakeholders have questioned importation of GM maize, OFAB biotechnology stakeholders in Africa the practicality of the regulations became an appropriate platform to organize Seeing is Believing tours and expressed fears that in their to discuss this issue. Stakeholders to Burkina Faso cotton fields for current forms, they would likely were informed about the processes scientists, regulators, journalists, impede research and discourage involved in assessing for GM food and farmer leaders from the West commercialization and trade in safety and also to provide scientists Africa countries. These tours have biotech crops. and biotech stakeholders with tips been very beneficial and effective on how to effectively communicate tools in creating awareness on the AfriCenter has continued to raise with the general public and with the advantages of biotechnology. They awareness about the anomalies and mass media in particular. are also becoming popular among the need to have the regulations African countries working towards reviewed by providing an Seeing is Believing Tours the commercialization of biotech opportunity to engage the National crops. Biosafety Authority and other In addition to OFAB sessions, relevant regulatory bodies during AfriCenter has been organizing Stakeholders tour Bt cotton fields, the OFAB sessions. OFAB gave the Seeing is Believing tours since 2006. ginneries, and field research trial Kenya Bureau of Standards (KEBS) These are high impact interventions sites in Burkina Faso. The study tour an opportunity to seek opinions that enable target groups to see provides participants opportunity on labeling standards that were the technology in the field, and to interact with various stakeholders under development. Scientists and hear voices of farmers that have and farmers who share their other OFAB stakeholders were able adopted the technology. Access to experiences freely. Interactions to give views that would hopefully research and biosafety regulatory stimulate discussions, hence inform the development of balanced facilities builds confidence and inspiring others to pursue biosafety standards.

Recognizing the potential impact of the labeling regulations on trade involving GM food products, AfriCenter also invited the Executive Officer of the Cereals Millers Association to share with other stakeholders such impacts. The emerging discussions from the meeting revealed that indeed, unless the regulations were reversed, millers were unlikely to apply for the importation of any GM produce. These efforts by AfriCenter are bearing fruits. The Chief Executive Officer of the National Biosafety Authority has declared their openness in having the regulations amended if stakeholders would apply to the relevant authorities.

The impact of OFAB is seen in the

49 Stakeholder Engagement: Enhancing Knowledge Sharing

legislation in specific countries, write AfriCenter in collaboration with and journalists to visit GM wheat articles about the benefits of the partners from both the government (resistant to stem rust), and Bt technology, and echo experiences to and private sectors. maize fields. In one visit, the BIC co- peers. organized with the Cotton Research The Kenyan team intends to Institute, Faculty of Agriculture at One example was when a delegation incorporate the lessons learnt Cairo University, and Plant Protection from eight African countries during the tour in their ongoing Bt Institute, a visit for journalists, representing eastern (Ethiopia, cotton commercialization process. students of the biotechnology Kenya, Uganda), southern (Malawi), Participants were challenged by program in Cairo University, and Anglophone western (Ghana, Burkina Faso’s bold step to embrace representatives of the private sector Nigeria) and Francophone western biotechnology despite it being to visit cotton field trials in Sakha (Mali, Togo) made a study tour one of the poorest countries in Experimental Station at Kafr El- to the Bt cotton fields in Burkina Africa. The study tour received Shikn, Delta, Egypt. The Bt cotton Faso. The delegation comprised of wide publicity in the media under field trials was developed by farmers, researchers, legislators, through a short video posted on scientists from the Cotton Research ginners, journalists, and biosafety YouTube (www.youtube.com/ Institute and Monsanto. regulators were exposed to the watch?v=RZYuYCQNS6M), while four commercialization process of major television stations in Kenya biotech crops so that they would reported it during primetime news. use this experience to expedite the process in their respective countries In Egypt, the BIC arranges field for the benefit of cotton farmers. The tours for stakeholders including tour was organized by the ISAAA policy makers, academicians,

50 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Public Outreach: Transforming The Way People Learn About Biotech 5

With contributions from Mahaletchumy Arujanan, Jonathan Odhong, Tian Zhang, Naglaa Abdalla, and Supat Attathom

Learning about science beyond the with science means stimulating (the four walls of a classroom remains public’s) curiosity, generating a sense to be a continuing activity. It of wonder and helping them to enables the public to appreciate the develop some sense of meaning or wonders of technology, enhance understanding of the explanations their understanding of new fields, that science offers to the material motivate them to seek additional world (Meisner and Osborne, 2009). information, and expose them to A science center exists to promote alternative ways of doing things. public understanding of science through exhibitions and associated Much of the learning occurs in programs. In addition, science an informal, relaxed environment museums hold scientific collections, where people can relate concepts hence they dwell more on the past to their daily lives and find personal than the present. connection in the potential benefits that certain technologies can While each science venue conveys provide. By providing a platform that specific messages and purposes, encourages interaction, people are they are complementary and the empowered to make choices and growing convergence is blurring the take appropriate action based on distinction between them (Durant, sound science. The aim is to cultivate 2003). For example, Pedretti (2004) science savviness by transforming notes the creation of issues-based how people view it so that they can exhibitions that promote more make crucial decisions after initial robust views of science through uncertainty or doubt. Likewise, personalizing subject matter, informal learning can inspire the evoking emotion, stimulating next generation of scientists and dialogue and debate, and promoting citizens on the importance and reflexivity. relevance of biotechnology to their lives. On the other hand, Gassert et al. (2006) assert that museums now Some of the venues for informal provide opportunities for active learning are science centers, participation through manipulation museums, and interactive science of objects in a stimulating setting. exhibits that enable people to Traditional object exhibits often engage with science. Engaging achieve nothing more than what

51 Public Outreach: Transforming The Way People Learn About Biotech

Miles and Tout (2003) regard as SEARCA BIC and public sector-led interest among students. Some of an illusion of understanding. agencies; and GM to the Campus the contests are endorsed by the Modern science, after all, “focuses by China BIC. The success of certain Ministry of Education to ensure on the significance of things in strategies has inspired other centers participation of both students and nature rather than on the physical to adapt these in their respective teachers. evidence of their existence”. The countries with equal success. For conscious attention to different example, BioRunway, a fashion show Biotech debate. Using the British and appropriate learning styles depicting biotech concepts was Parliamentarian style, four teams and modalities to suit the needs a featured program in Malaysia’s with two members each team of specific audiences suggests the BioCarnival. It was adapted by competes against each other in importance of designing specific Kenya and cultural nuances gave it a preliminary and final rounds. One informal learning environments. distinct African feel. team forms the opposition, while the other group represents the New ways of communicating science The main audiences of public government party. Topics for high to the public are being pursued. outreach in biotechnology are school level students argue for or Farmelo (2003) notes the use of students, teachers, and parents against these issues: potential of interpretative techniques such who accompany their children genetically modified food to feed as gallery drama in museums to to the different activities. The the world; authorization to patent interpret topics in science. Gallery students are potential scientists biotechnology discoveries; and GM drama can involve one to as many and decision makers of the future; crops as tool to boost agriculture. as 19 actors performing 20 roles, hence the relevance of science of Topics for university students which are part of specific exhibits biotechnology must be explained argue for or against these issues: and consisting of short 10-minute to them. In addition, policy makers development of biofuel instead of monologues or 30 to 40-minute and media practitioners are also nuclear technology as alternative presentations. Actors have to captive audiences. Thus, a variety energy in Malaysia; significance of balance their roles as educators of activities are available to attract resources spent on biotechnology; and entertainers but hold audience different interests and persuasions deregulation of all GM crops and attention and interest particularly as well as a broad range of food; and removal of tax breaks and among children. audiences. The following are some fund for bionexus companies. public outreach activities being As part of National Biotech Week implemented by the KC and BICs. activities in Saskatchewan, Canada, an Amazing Biotech Race was held. The goal of the event is to help Malaysia: MyBio Carnival bioscience students learn about science initiatives in the community, MyBio Carnival is inspired by the connect with businesses, and festive and interactive mode of learn from experts. College and inviting the public to organized high school students in costumes events. The week-long event for form teams and engage in friendly students, parents, media, and the competition and networking. Teams general public aims to introduce receive clues to get to checkpoints the wonders of science in a playful, where students participate in lab relaxing, and participative mode. challenges, answer skill testing questions, and gather clues to MyBio Carnival involves a series of complete the race (Ag-West Bio, activities - debates, quizzes, spelling 2012). competition, poster making, essay writing, seminars, exhibits, and a ISAAA’s information network has fashion show. Through play, hands- tried implementing innovative on activities, and interaction with versions of engaging the public with peers and experts, the public gains biotechnology. Examples are MyBio awareness and understanding of Carnival organized by the Malaysian a field outside the formality of a Biotechnology Information Center classroom. School competitions (MABIC); National Biotech Week have proven to be very effective done as a collaborative activity by in imparting knowledge and

52 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

BioQuiz and BioSpell for Form 1-3; “Biotechnology and in key sections such as the front competitions. High school students its application in our daily lives” for and lifestyle pages because of the from different academic institutions Form 4-5; and “Biotechnology as innovative strategy of highlighting a take an individual written exam on the engine of economic growth” for scientific concept onto clothing. The questions prepared by teachers. Form 6. Criteria for selection include activity successfully incorporated These questions cover subjects concept, artistic rendition, and biotech into the fashion design covered in the school curriculum to overall impact. Secondary school syllabus and an audience not current events on biotechnology. students were invited to send essays normally interested in science. The combined scores determine to determine their understanding the total standing of the teams with of biotechnology. Topics based on BioTalk/Career Talk/Science those scoring high qualifying for the grade levels were biotechnology and Communication Seminar. A final round. Winning teams compete its benefits; importance of biotech series of public fora on various in several rounds with increasing to a nation; and overcoming global topics of interest are presented levels of difficulty. Students then food security through biotech. by practitioners and experts. answer the questions as a group. In Students, faculty, and the general the spelling contest, high school BioRunway. Professional and public are updated on issues and students take a preliminary written student designers are asked to concerns about biotechnology test. Top scoring participants qualify “define” or interpret biotechnology and the communication for the final round where they spell by designing haute couture and environment necessary to foster words after listening to how the casual clothes. They are given several its understanding. Biotalk or short word is pronounced and defined. weeks to research on the topic, interactive sessions on specialized Students are thus able to spell words choose an area to highlight, and topics such as mushroom associated with biotechnology and transform an idea into a dress or cultivation, research, and bio- learn new concepts. suit. During the actual competition, business opportunities are held models would show the designers’ along with Career Talk to highlight Poster drawing and essay creations after which designers employment opportunities in the writing competition. Primary would then explain the inspiration healthcare biotech industry. A and secondary school students and design used. Designers compete science communication seminar are encouraged to use the visual in three categories: Best Evening gathers journalists, scientists, and medium to define or interpret their Wear, Most Promising Biotechnology communication practitioners understanding of biotechnology. Design, Best Casual Wear, and Most to share experiences on media Themes vary according to school Creative Biotechnology Design. techniques, public engagement, and level. During the first year of Criteria for selection are concept communication tools. implementation, the topics were “I and design, clothing construction, am a junior scientist” for Year 1-3; and overall impact. BioRunway BioWonders and Biotech Exhibits. “Biotechnology world” for Year 4-6; has received the most media Visitors have the chance to be mini Food products of biotechnology” attention and prominent coverage scientists by engaging in hands-

53 Public Outreach: Transforming The Way People Learn About Biotech

on experiences in extracting DNA. DNA is extracted using household materials such as rubbing alcohol, detergent, meat tenderizer, and baking soda. Experts explain the DNA structure and its applications in various disciplines, i.e., agriculture, industry, forensics, and medicine. Informative institutional displays showcase research highlights, while experts give briefings and answer questions.

Evaluation of the public outreach programs is also done. In one venue and from a total of 365 respondents, 63 percent said that MyBio was an Inspired by Malaysian BIC’s China: GM ‘Enters’ the Public effective public awareness tool. innovative use of fashion shows and GM to the Campus About 55 percent opined that to educate the public about their knowledge about biotech biotechnology, AfriCenter held The China Biotechnology improved after the carnival. A total its own biotech fashion show for Information Center believes of 94 percent said that they would aspiring student designers and that activities with students are recommend it as an annual event models from universities and important as they represent the particularly since only 11 percent colleges in Nairobi. The designers public and are able to disseminate had ever experienced such an event. were then tasked to develop creative information to parents and peers. dress designs that communicate one One suggestion for future biotech or more biotechnology messages. Science popularization program carnivals is that venues should A panel of judges composed of two and exhibitions are held at the be easily accessible to the public. fashion and two biotechnology China Science and Technology Shopping malls, for instance, have experts evaluated the designs. Museum in cooperation with the ready audiences. To suit the carnival Ministry of Agriculture, Ministry atmosphere, clowns, balloons, and While the show entertained the of Science and Technology, and gifts could be incorporated into the audience, it also subtly passed on the China Association for Science design of the event. fundamental information about and Technology. Students in the biotechnology. The novelty of the elementary and middle schools, are initiative was hailed by various the main audience with the media Kenya: Inter-University stakeholders as an effective and attending specific activities. Biotech Quiz and Biotech indirect approach to raising public awareness about modern Fashion Show The one-month exhibition features biotechnology. several topics and one of which is devoted to biotechnology. The Biotech-themed fashion shows The biotech quiz was set out to test and quiz events were organized exhibit on GM ‘Enters’ the Public the wit of university students. The has panels showing the whats and by the AfriCenter as part of the students assembled into teams of biotechnology day during the 1st hows of biotech in addition to real four members who were subjected biotech crops such as cotton, corn, National Science Week organized to quick fire questions. The winning by the National Council for Science tomato, and sweet pepper. Mascots, students in both events were e.g. biotech corn and cotton, move and Technology (NCST). Over 200 awarded with cash prizes, while the participants attended the event. around the exhibit hall to attract college representatives received attention and interest. An interesting Creativity, brevity, interactivity, and trophies. Because of the success of factual scientific accuracy formed gadget in the exhibit room is a these two events, the Kenya NCST machine with a button that people the quartet of elements that made requested AfriCenter to make the these two initiatives successful can press to answer whether they quiz and fashion show permanent accept biotech food or not. This strategies for sharing knowledge showcase events during Kenya’s about biotechnology with various machine measures public opinion Annual National Science and by determining the visitors’ attitude stakeholders in Kenya. Technology Week.

54 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication towards GM food. experts. In addition, a series of mini- attitude towards biotech after this dramas on “what biotechnology is” activity. In addition, the students Activities include simple research is portrayed by students to explain said that their interest in the life experiments that the audience can how GM technology helps crops sciences and transgenic applications do such as DNA extraction. Lecture to resist insects and chemicals increased. School pencil cases and topics include national policy on and supply people with healthy erasers designed with the three biotech, benefits of the technology, food. The student volunteers play mascots were given as incentives to and challenges for the field in the different roles such as cotton, cotton students who obtain high scores in country. Interaction with specialists bollworm, maize, and cattle to share the questionnaire. Teachers are now from the academic and scientific biotechnology knowledge to their requesting for more of this activity as sectors enables the audience to ask classmates. a result of favorable feedback from questions and clarify issues about students. transgenic technologies and GM Questions posed by students are food using multi-media modalities answered through storyboards, To reach a wider audience, China BIC and science demonstrations. Food colorful brochures, and interactions also visits supermarkets to distribute safety is a topic of inquiry that is with experts. Three sets of story a publication on ‘Let’s Talk about often raised by the audience. boards have been developed for GM’ written by a biotech expert. young children as young as eight The pamphlet gives an overview Another activity is ‘GM into Campus’ years old to teenagers in middle of GM, GM food, safety regulations, in collaboration with the Education school. The story boards feature and issues and concerns. During the Bureau under the Ministry of three key crop mascots: Dodo (GM Spring Festival, over 3,000 copies Education. This activity hopes to cotton), Lele (GM maize), and Mimi were distributed in big supermarkets institutionalize the outreach activity (GM rice). These mascots discuss such as Carrefour and Walmart. through teacher training. It involves biotech principles and issues such as Consumers are also asked about visiting at least four public schools GM technology, benefits and risks, their awareness of GM food, its per year or targeting an event such GM food, food safety, environmental safety, and benefits. In general, as Science and Technology Festival. safety, and the global status of consumers are not aware that some Biotech experts from the China biotech crops. of the products they buy from Academy of Sciences, Biotechnology supermarkets and eat at home are Research Institute, and China After the session, a questionnaire GM. Consumer benefits of GM food Biotechnology Information Center is given to students to answer so as such as addressing nutritional needs give talks on various topics. The to determine knowledge gain after and use of less pesticides are also half-day activity is done in science the lecture and use of story boards. not clear. They are then given a short classes in collaboration with They are also asked what they think briefing to provide information, teachers. Students in both primary about biotech after learning more clarify issues, and validate and middle school levels get to about it. Evaluation results showed perceptions. interact and ask questions from that students had a more favorable

55 Public Outreach: Transforming The Way People Learn About Biotech

Philippines: National journalists on the growing promises awareness and understanding on Biotechnology Week of biotechnology for food security crop biotechnology. and agricultural sustainability in the In the Philippines, an annual country. The contest encouraged A biotech film showing was also “National Biotechnology Week” them to research on the topic and organized by SEARCA BIC. This is jointly organized by different interview Filipino scientists, biotech event featured videos narrating the government organizations in the corn farmers, and even regulators commercialization process of Asia’s country. Collaborators include of biotech crops. The winners in the first Bt Corn; the adoption of the said among others, the Departments of said competition were recognized crop upon its commercialization; and Agriculture; Education; Environment and awarded during the National the benefits that it brought to the and Natural Resources; Health; Biotech Week celebration. farmers when they started planting Interior and Local Government; the biotech crop. Science and Technology; and Trade SEARCA BIC takes part as well in and Industry. Major activities are the Jose Burgos Awards for Biotech Two exhibit booths were set up public fora, seminars, film showing, Journalism. It plays a significant role by ISAAA and SEARCA BIC. Aside exhibits, and biotech-related in this annual event as it monitors from its publications and other contests. journalists who write accurate and resource materials, ISAAA also well-researched biotechnology news exhibited the digital version of the The ISAAA Southeast Asia Center and features from daily newspapers. Biotech sQuizBox (see the chapter and SEARCA BIC regularly participate The said award aims to recognize Cartoons: Tools to Popularize Crop in this yearly event. In 2012, ISAAA outstanding efforts of national Biotechnology). The digital game and SEARCA BIC organized a media practitioners in disseminating did not only catch the students’ campus journalism contest open information on biotechnology. attention but the adults’ as well. to both high school and college Such information helps motivate Some educators who answered the students. The contest aimed to and sustain the interest of national interactive game even opined that enhance the knowledge of student media as well as develop public the digital sQuizbox is an innovative way to teach crop biotechnology in a fun way. SEARCA BIC also provided an interactive activity by letting the exhibit visitors solve their jigsaw puzzles (with the illustrations derived from the BiotechToon’s entries). Moreover, SEARCA BIC distributed information materials on biotech initiatives; and the status and progress of biotech crops that are set to be commercialized in the Philippines.

Senior ISAAA SEAsia Center staff participated in the build-up activities for the National Biotech Week held outside Metro Manila by serving as resource speakers. Lectures were given on biotechnology and biotech communication during the Information Seminar on Agricultural Biotechnology for Department of Agriculture Public Information Officers and the Biotechnology Conference for Rural Media Broadcasters.

56 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Egypt: Biotechnology Day better than conventional crops. They were able to convince the couple Egypt BIC organized with the Faculty to accept them. Another play was of Agriculture, Cairo University, about the struggle between an the Biotechnology Day at Cairo angel and a devil on the ethics of University. The event was open to GM crops. The devil espoused the students from different universities perceived ‘evils’ of GM crops, but in the country, academics, scientists were able to disprove government sector, journalists, these allegations by presenting facts. and members of the private sector. People overpowered the devil at the This outreach effort was designed end of the play. to acquaint students with the biotechnology program and career Still another play was entitled opportunities in the biotechnology Houdini and Biotech, alluding to the industry. Highlights of the event famous magician. The cast showed were plays written and acted out by the audience how to simply isolate Thailand: Agricultural students who took the initiative to DNA from saliva by using simple Exhibition clarify what biotech crops are. materials that could be found in any kitchen such as soap and alcohol. Agricultural fairs are effective One play entitled GM Crops and The audience was awed by the opportunities to showcase new Consumers was about a couple experience of actually seeing DNA. products and technologies. Thai BIC visiting a supermarket where they joins the annual one-week Kaset encountered biotech crops such as Fair or Agriculture Exhibition which Bt corn, Bt cotton, and pathogen it organizes with the Kasetsart resistant potato. The crops explained University in Kamphaengsaen their benefits and why they were Campus, Nakorn Pathom. This open house activity for the public, particularly farmers, highlights research findings of faculty members and students and displays appropriate technologies. Farmers within the vicinity are invited to display and sell their farm products including vegetables, ornamental plants, and dairy products. Students from nearby schools and colleges come to see the displays and participate in various contests and fora related to agricultural science and technology.

BBIC always participates in this event by setting up a booth to display photos, information, and recent developments in plant biotechnology. Researchers answer queries from farmers, students, and other interested stakeholders. Laboratory visits to observe transgenic plants can be arranged for groups. Visitors are introduced to BBIC’s website (www. safetybio.agri.kps.ku.ac.th) where they are encouraged to sign up as subscribers. BBIC staff frequently participates in seminars and

57 Public Outreach: Transforming The Way People Learn About Biotech

academic discussions during the Biotechnology Information Center Whatever informal learning event particularly on such topics as (PABIC). An internship program was modality is used still demands the the status of GM crops and related organized in collaboration with the collaboration of scientists, teachers, issues as well as biotech papaya. International Center for Chemical communication practitioners, and and Biological Sciences (University of other interest groups. Hence, theory In 2012, the exhibition was graced Karachi) institutions for students in and practice of the science, and by the new Minister of Agriculture their final year leading to a Bachelor the best way to communicate this and Cooperatives who was given of Science degree. Students get to to non-technical individuals and ISAAA and BBIC publications. Visitors interact and do simple projects with groups are maximized. Planning, to the booth were asked to sign-up scientists on these areas of interest: designing, and implementing with their email addresses and lucky molecular biology, stem cell, informal science activities are thus winners were given handy drives. bioassay screening, and plant tissue done with biotech experts and culture technique. science communicators to make sure that communication objectives are Pakistan: Youth Internship The program, which has been attained and activities are properly Program ongoing for the last two years, has implemented. enabled about 80 percent of the Designing an educational approach successful candidates to choose to train potential interdisciplinary biotech research for their future scientists in emerging areas of career. More importantly, the health, agriculture, industrial, and program provides an environment environmental biotechnology that facilitates understanding of an is an activity of the Pakistan emerging science.

58 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication 6

With contributions from Mahaletchumy Arujanan, Jonathan Odhong, Tian Zhang, Naglaa Abdalla, Bhagirath Choudhary, Sammer Yousuf, and Supat Attathom

Many communication media known as electronic book reader that have emerged such as radio, (e-book reader) are also prevalent television, and the Internet were such as Kindle Wireless Reading initially believed to have the Device, Aluratek E-book Reader, potential to topple the very first Ectaco Jetbook-lite Ereader, and tool man discovered to transform Sony Digital Reader. The e-book messages - the print media. Yet reader application is also available print media continue to make an in mobile phones and tablets impact on human communication. such as iPad. Many institutional There is permanence, preciseness, organizations upload the electronic and explicitness in written versions of their publications in their communication. By its very nature, websites, usually in PDF format. This it can become a reference material makes information of different kinds and a document of knowledge available anytime and anywhere in and information which otherwise the world, which helps to bridge the would be unavailable and unusable. information gap. Information is recorded and is accessible in a form that can be easily shared with other people. ISAAA’s Publications When a material is translated and published, its reach is further The International Service for widened to include others who the Acquisition of Agri-biotech would otherwise not have access Applications (ISAAA), mainly through to it due to language and similar its Global Knowledge Center on constraints. Crop Biotechnology (KC) produces different publications (both in print More importantly, the print medium and electronic versions) to cater to has the ability to adapt to newer the information interests and needs communication media. Publications of a wide stakeholder base on crop can now be published electronically, biotechnology. through different computer formats such as the Portable Document A national scientist in the Philippines Format (PDF), E-Publishing (EPUB) who was ISAAA’s external reviewer, and Open XML Paper Specification recommended that the Center (OpenXPS). Gadgets to render should generate and contribute electronic publications, also

59 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

to the body of knowledge on other websites through links or articles in 77 countries. Highlights of crop biotechnology and science translated into other languages the 2011 Review are available in 43 communication. ISAAA has to reach non-English speaking languages. Some 22 scholarly articles accumulated years of experiences readers. Chinese and Spanish among them Acta Agronomica and access to information resources websites voluntarily translate various Sinica, European Food Research that need documentation, analysis, publications, which in turn, are and Technology, Chinese Journal of and validation. Lessons as well picked up by other similar websites. Applied Ecology, Plant Biotechnology as best practices are available for Reports, Chemistry and Materials sharing with more stakeholders. The following are examples of the Science Journal, AgBioForum, In addition, institutional partners variety of publications produced by PlosOne, Philosophical Transactions and experts are collaborating with ISAAA’s information network: of the Royal Society, Annals of ISAAA to develop publications based Applied Biology, and Australian Plant on empirical research and critical Pathology cited the 2011 Annual analysis of events and issues. Brief Series Review. Total downloads alone from the time the Review was launched in ISAAA’s information network has A series of Briefs on a broad range of March 2012 totaled 128,911, which developed several publications on topics have been developed since included the Highlights, Executive many topics and issues to address 1996 by ISAAA staff, commissioned Summary, press release, and slides. stakeholders’ thirst for information authors, or experts. They cover areas Some 418 source domains provided in various formats: briefs, books, that span the technical, socio- 1,652 direct links to the Executive monographs, brochures, and economics, and communication Summary and its derivatives. booklets. These are translated to fields. many languages or repackaged The significant generation of media into other formats based on ISAAA is associated with its Annual impressions is attributed to the specific user requirements. Copies Review of the Global Status of annual international launch by the are disseminated to stakeholders Commercialized Biotech Crops. author, Dr. Clive James, and the attending biotech workshops and Written by ISAAA’s Chairman of subsequent country launches and seminars, conferences, and fora the Board, Dr. Clive James, the press conferences. In 2012, a total where there are opportunities to annual Review is regarded as the of 24 country launches were held in discuss the topic. Exhibitions on most authoritative single source Asia, Africa, and Latin America. biotechnology are also venues of information and most cited for displaying and making copies reference on the subject. It discusses of these materials available to the global area of biotech crops, interested individuals. distribution of biotech crops in industrial and developing countries, In addition to printed copies, distribution of biotech crops by publications are available for country, crop, and trait as well as download from the ISAAA and global adoption of biotech crops, BIC websites. The transformation global value of the biotech crop of many printed materials into market, and regulatory approvals. e-copies that can be freely available The future scenario, challenges, and through the Internet via key opportunities are also predicted. searches has revolutionalized access and increased democratization Other formats of the Annual Review of information. Interestingly, include an Executive Summary the multiplicity of information and Highlights, which recapitulate (see related article on page 67) and focus on key messages of has widened the reach of these the original publication as well as materials. For example, in 2010, the PowerPoint slides of important top 10 ISAAA publications (Briefs, graphs. These are also available on semi-technical materials, and the ISAAA website. weekly newsletters) had 878,259 downloads with one Brief registering In 2012, the 2011 Review generated 226,846 downloads within a year over 2.07 billion media impressions of its availability on the website. (estimated number of people Publications are also picked up by reached by the articles) in over 2000

60 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Science Communication consolidates the lessons learned on Publications science communication, and the way forward. Despite diversity in The book Communication culture, political set-up, economic Challenges and Convergence in Crop development, religious beliefs, and Biotechnology presents case studies language, countries have been able of Asia (Bangladesh, China, India, to address specific communication Malaysia, Philippines, Thailand, issues that impede or hasten the Vietnam) and Australia on how development of crop biotechnology. countries have been able to move through the development of crop Bridging the Knowledge Divide: biotechnology innovations from Experiences in Communicating the laboratory, greenhouse trials, Crop Biotechnology is a handbook multi-location trials, and hopefully that distills the experiences in in some countries, to farmers’ communicating crop biotechnology fields. It also highlights both public by the KC and its network of and private sector initiatives in Biotechnology Information knowledge sharing of a technology. Centers (BICs). It also includes A synthesis of the case studies theoretical perspectives of science

List of Brief Titles

BRIEF NUMBER/ TITLE YEAR PUBLISHED No. 44 -2012 Global Status of Commercialized Biotech/GM Crops: 2012 No. 43- 2011 Global Status of Commercialized Biotech/GM Crops: 2011 No. 42- 2010 Global Status of Commercialized Biotech/GM Crops: 2010 No. 41 -2009 Global Status of Commercialized Biotech/GM Crops: 2009 No. 40 - 2009 Communicating Crop Biotechnology: Stories from Stakeholders No. 39 - 2008 Global Status of Commercialized Biotech/GM Crops: 2008 No. 38- 2009 The Development and Regulation of Bt Brinjal in India (Eggplant/Aubergine) No. 37 - 2007 Global Status of Commercialized Biotech/GM Crops: 2007 No. 36 - 2006 GM Crops: The First Ten Years - Global Socio-Economic and Environmental Impacts No. 35 - 2006 Global Status of Commercialized Biotech/GM Crops: 2006 No. 34 - 2005 Global Status of Commercialized Biotech/GM Crops: 2005 No. 33 - 2004 Towards Optimizing the Benefits of Clonal Forestry to Small-scale Farmers in East Africa No. 32 - 2004 Preview: Global Status of Commercialized Biotech/GM Crops: 2004 No. 31 - 2004 Telling Transgenic Technology Tales: Lessons from the Agricultural Biotechnology Support Project (ABSP) Experience No. 30 - 2003 Global Status of Commercialized Transgenic Crops: 2003 No. 29 - 2003 Global Review of Commercialized Transgenic Crops: 2002 Feature: Bt Maize No. 28 - 2003 GM Rice: Will This Lead the Way for Global Acceptance of GM Crop Technology? No. 27 - 2002 Global Status of Commercialized Transgenic Crops: 2002 (Preview) No. 26 - 2002 Global Review of Commercialized Transgenic Crops: 2001, Feature: Bt Cotton No. 25 - 2002 Biotechnology in Tree Production: Creating a Self-sustaining Production and Dissemination System in Kenya No. 24 - 2001 Global Review of Commercialized Transgenic Crops: 2001 (Preview) No. 23 - 2000 Global Status of Commercialized Transgenic Crops: 2000 No. 22 - 2000 The Benefits of Biotechnology for Small-Scale Banana Producers in Kenya No. 21 - 2000 Global Review of Commercialized Transgenic Crops: 2000 continued on next page

61 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

BRIEF NUMBER/ TITLE YEAR PUBLISHED No. 20 - 2000 The Intellectual and Technical Property Components of pro-Vitamin A Rice (Golden RiceTM): A Preliminary Freedom- To-Operate Review No. 19 - 2000 An Overview of ISAAA from 1992 to 2000 No. 18 - 2000 Food Biotechnology: European and North American Regulatory Approaches and Public Acceptance - A Traveling Workshop (Summary Report for Policy Makers) No. 17 - 2000 Global Status of Commercialized Transgenic Crops: 1999 No. 16 - 2000 Advances in Maize Streak Virus Disease Research in Eastern and Southern Africa No. 15 - 2000 Connecting People to the Promise of Biotech: Update of the ISAAA Fellowship Program in Africa and Southeast Asia No. 14 - 1999 Rent Creation and Distribution from the First Three Years of Planting Bt Cotton No. 13 - 1999 The Economic Effects of Genetically Modified Orphan Commodities: Projections for Sweetpotato in Kenya No. 12 - 1999 Global Review of Commercialized Transgenic Crops: 1999 No. 11 - 1999 The Papaya Biotechnology Network of Southeast Asia: Biosafety Considerations and Papaya Background Information No. 10 - 1999 Assessing the Impact of Banana Biotechnology in Kenya No. 9 - 1998 Diagnosing Maize Diseases in Latin America No. 8 - 1998 Global Review of Commercialized Transgenic Crops: 1998 No. 7 - 1998 Transgenic Virus Resistant Potatoes in Mexico: Potential Socio-economic Implications of North-South Biotechnology Transfer No. 6 - 1998 The Importance of Ag-Biotech for Global Prosperity No. 5 - 1997 Global Status of Transgenic Crops in 1997 No. 4 - 1997 Progressing Public-Private Sector Partnerships in International Agricultural Research and Development No. 3 - 1997 The Role of Intellectual Property Rights in Biotechnology Transfer under the Convention on Biological Diversity No. 2 - 1997 Insect Resistance in Crops: A Case Study of Bacillus thuringiensis (Bt) and its Transfer to Developing Countries No. 1 - 1996 Global Review of the Field Testing and Commercialization of Transgenic Plants, 1986 to 1995: The First Decade of Crop Biotechnology

communication experts. It was One of the ISAAA Brief series is In 2009, organizers of the Workshop written in response to a felt need for Communicating Crop Biotechnology: on Validation of the National a publication that BICs could use as Stories from Stakeholders. The 200- Communications and Public a guide in doing their knowledge page compendium of 49 stories Awareness Strategy and Plan of LAC- sharing initiatives. It discusses the from 19 authors in 14 countries Biosafety Project, Peru in Lima, Peru importance of communication in documents 46 stakeholder narratives requested the Brief’s lead writer to biotechnology, an overview of the from farmers, media practitioners, present highlights of the publication information network, and segues academics, scientists, private sector during that event. The publication to communication specifics such representatives, and religious was cited along with another ISAAA as understanding stakeholders, leaders. These ‘storytellers’ narrate publication Bridging the Knowledge designing a communication how they have benefited from Divide in the Estrategias y Plan de plan, identifying key messages, the communication initiatives Communicacion y Percepcion Publica developing strategies and of the network to provide them para el Projecto LAC-Biosafety en el approaches, evaluating efforts, and accurate, science-based information Peru (Communication Strategy Plan assessing impact. A French version on crop biotech. The personal for the Latin America Consortium Combler Le Fosse Des Connaissances: accounts depict distinct patterns of Biosafety Project for Peru). Also, this Experiences De Communication Dans experiences, culture, behavior, and Brief along with a monograph on Le Domaine De La Biotechnologie perceptions that show the impact Bt cotton in India and the Executive Vegetale has been printed for of these science communication Summary of the Global Status of stakeholders speaking the language efforts. Commercialized Biotech/GM Crops in Africa. are among materials provided to workshop participants on

62 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

biotechnology at the Michigan State other countries to help popularize Hybrids in India, 2002 to 2011 marks University, USA. technology concepts and issues. the 10th year of Bt cotton cultivation across the regions in India. Socio- A series of brochures on A chapter entitled The Bt Corn Economic and Farm Level Impact of Bt communicating biotech were Experience in the Philippines: A Cotton in India, 2002 to 2010 features produced to highlight findings Multi-Stakeholder Convergence was referenced and independent studies of research or case studies in a included in a book The Public, the that confirm how Bt cotton has comprehensive and graphical Media, and Agricultural Biotechnology transformed cotton production format. Voices of Change is published by CAB International in in India by decreasing insecticide a synthesis of Brief 40 on the United Kingdom. The article applications, increasing yield, and Communicating Crop Biotechnology: documents the process by which Bt providing socio-economic and Stories from Stakeholders. It focuses corn reached the commercialization welfare benefits. Adoption and on how different audiences respond stage with emphasis on the Impact of Bt Cotton in India, 2002 to science communication efforts, communication strategies used. The to 2011 includes statistics on the thus building a collective voice chapter was co-authored by the KC adoption of single and multiple on crop biotechnology. MyBio staff and the head of the BIC in the gene Bt cotton hybrids; and the Carnival: Where Passion Meets Philippines. adoption of Bt cotton by major Fashion shows the activities of a states in India as well as number of week-long activity to introduce farmers adopting Bt cotton hybrids the wonders of science in a playful, Monographs from 2002 to 2010. relaxing, and participative mode. These activities include debates, ISAAA South Asia developed A series of biotech crop profiles essay writing, poster making, fashion several monographs to feature a comprehensive overview show, and exhibits. Media, Messages highlight developments in the of the adoption, impact, and future and Metaphors underscores the commercialization of Bt cotton prospects of biotech crops in relationship between science in India as well as in research and developing countries: Bt cotton (in and media and the process of development efforts in Bt brinjal India and Myanmar) and Bt brinjal. It negotiating public or popular (eggplant). These monographs also contains a summary of biosafety images of science. It analyzed media have been highly cited by other studies of the crop carried out by coverage, sources of articles, tone, publications that discuss the various independent institutions media frames, use of metaphors, progress made by developing in the country. The publication and article titles. Science and Popular countries in the adoption of biotech Trust in the Seed documents the Media: How Cartoonists Visualize crops. significance of the seed and new Crop Biotechnology highlights crop technologies. It captures the research findings of a study Bt Cotton in India: A Country the experiences of three key to determine how cartoonists in Profile was published to provide developments in Indian agriculture Philippine national newspapers information on the rapid adoption that sustained growth in agriculture “define” biotechnology. In addition, and impact of Bt cotton in India from and contributed to increased food it discusses BiotechToons, a contest 2002 to 2009 and includes the most production and the alleviation of organized by ISAAA for cartoonists authoritative coverage and statistics poverty and hunger in the country. on biotechnology, and initiatives by on Bt cotton. Bt Cotton Events &

63 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

collective action, and inclusion of all interested parties. The book also provides an analysis of the lessons learnt and how this can benefit other developing countries that are yet to have an equivalent law in place.

Biotech Crops in World Agriculture and Vietnam provides the scientific community, policy makers, extension workers, farmers, and students with an easy-to-understand publication on biotechnology. It contains the latest developments Dawn of a New Era provides a A Handbook for Policy Makers on biotechnology; applications in comprehensive and up-to-date is a 56-page monograph on agricultural development; and role status of the field trials and biotechnology, its benefits, global of biotech plants in agriculture, commercialization of biotech crops status of commercialized biotech food security and development of in India in 2008. It also includes the crops, technology applications, GM agriculture in the 21st century. Legal statistics of Bt cotton, including in plants and animals, research and Status and Regulations of Developing hectarage of Bt cotton hybrids development capacity, status of Biotechnology in Agriculture in planted in India, numbers of farmers biotech governance, Biosafety Bill, Vietnam makes available to the growing hybrids, and the approval and public awareness of biotech. scientific community, policy makers, of different events and hybrids, and The Appendices contain some extension workers, farmers, and in India from 2002 to 2008. Bt Brinjal frequently asked questions about the media basic knowledge of in India: A Country Profile summarizes GMOs, glossary of commonly biotechnology as well as its legal the development and regulatory used terms in biotech, biotech documents and regulations on status of biotech Bt brinjal. The regulations, and milestones in biotechnology development in document includes the most biotechnology development in agriculture in the country. Due to authoritative coverage and statistics Kenya. Developing a Biosafety Law: the limited use of the Internet as a on Bt brinjal. A summary of biosafety Lessons from the Kenyan Experience source of information on science studies of Bt brinjal carried out by documents the development of and technology, a Vietnamese various independent institutions the Kenya Biosafety Law and its publication explains how it can help in India is also illustrated in the progress through three Parliaments the research community and other publication. and two General Elections. It notes interested stakeholders. that the enactment of science- The publication Biotech Crops in based biosafety legislation should Over in Malaysia, the Proceedings Africa: the Final Frontier provides the be guided by facts, education, of the International Workshop for scientific community, policy makers, and global society information and knowledge on the developments in biotechnology in Africa with special emphasis on commercialized biotech crops in the continent, namely: Bt cotton, Bt maize, and HT soybean. It aims to facilitate a more informed and transparent discussion about the potential role of biotech crops and their contribution to a more sustainable agriculture. Highlights of GM adoption in South Africa, Burkina Faso, and Egypt through farmer experiences with biotech crops are featured.

Status of Biotechnology in Kenya:

64 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Islamic Scholars on Agribiotechnology: List of Pocket Ks Shariah Compliance documents high level discussion on the technicality PK of recombinant technology and TITLE NUMBER principles of shariah. This resulted 1 Q and A About Genetically Modified Crops in the adoption of a resolution that states the halal status of GM 2 Plant Products of Biotechnology products, the need for modern 3 Are Food Derived from GM Crops Safe? biotechnology in the Muslim world, 4 GM Crops and the Environment and the obligation of the Muslim 5 Documented Benefits of GM Crops community in harnessing this 6 Bt Insect Resistant Technology beneficial technology. Another 7 Labeling GM Foods workshop that tackles biotechnology and religion was documented in 8 Cartagena Protocol on Biosafety Biodiversity, Biotechnology and 9 Intellectual Property Rights and Agricultural Biotechnology Biosafety: An Islamic Perspective, a 10 Herbicide Tolerance Technology Glyphosate and Glufosinate publication prepared by Malaysian 11 Contribution of GM Technology to the Livestock Sector BIC and Malaysia’s Ministry of Natural 12 Delayed Ripening Technology Resources and Environment. This 13 Conventional Plant Breeding contains the sustainable utilization of biodiversity through modern 14 Tissue Culture Technology biotechnology; Islamic perspective 15 'Omics' Sciences: Genomics, Proteomics, and Metabolomics of biodiversity; GMOs and biosafety; 16 Global Status of Commercialized Biotech/GM Crops and regulatory framework. 17 Genetic Engineering and GM Crops 18 Ethics and Agricultural Biotechnology 19 Molecular Breeding and Marker-Assisted Selection Information Series 20 Microbial Fermentation 21 Gene Switching and GURTs: What, How and Why? Pockets of Knowledge or Pocket Ks (so called because they fit in a 22 Plant Disease Diagnostics pocket) are a series of packaged 23 Bioinformatics for Plant Biotechnology information on crop biotechnology 24 Biotechnology for Green Energy: Biofuels products and related issues with 25 Biotech Plants for Bioremediation pictures, graphs, and tables. Topics 26 Molecular Pharming and Biopharmaceuticals include questions and answers on 27 Biotechnology and Biofortification crop biotech, plant products of biotech, documented benefits of 28 Kenya Biotechnology Development Policy Highlights GM crops, contribution of the GM 29 Functional Foods & Biotechnology technology to the livestock sector, 30 Contributions of Agricultural Biotechnology in Alleviation of Poverty and biofuels, and biotech plants for Hunger bioremediation. Pocket Ks (PK) are 31 Biotechnology with Salinity for Coping in Problem Soils updated from time to time as soon 32 Biotechnology for the Development of Drought Tolerant Crops as new information is available. 33 Communicating Crop Biotechnology BICs translate these materials 34 RNAi for Crop Improvement into different languages. Pocket K downloads, particularly translations 35 Bt Brinjal in India in Bahasa Indonesia, Hindi, Thai, and 36 Marker-Free GM Plants Vietnamese attest to their popularity. 37 Biotech Rice The translated versions often register 38 Biotech Wheat more downloads than the English 39 Nanotechnology in Agriculture versions (See boxed list for the 41 40 Biotechnology for the Livestock Industry topics of Pockets Ks). 41 Nutritionally-Enhanced GM Feed Crops

65 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

Newspaper/Newsletters industry and business as well as subscriptions. policies and regulations. The monthly newspaper Petri Dish, The Pakistan Biotechnology produced by MABIC, was launched The easy-to-understand style of Information Center’s Arisen in 2011 with the Ministry of Science, writing hopes to enhance public is a quarterly newsletter that Technology, and Innovation. Said understanding and acceptance of aims to make stakeholders to be the first of its kind in the biotech. In particular, it hopes to (researchers, policy makers, media region, it aims to bring science create a biotech-literate society representatives, and students) to the living room by being “part particularly school students and aware of current trends in of a bigger effort to create large- policy makers. The free newspaper biotechnology. It features national scale awareness of science, and its is circulated to universities, news, agri-biotechnology news, and related life sciences.” MABIC saw the research institutes, ministries, and biotech health news for scientists, irony in having so many potential government agencies. Circulation students, policy makers, and media science stories in tertiary institutions figures have increased from 2,000 practitioners. Hot topic articles from and research centers in Malaysia when it was first published in 2011 to local as well as international experts yet having poor coverage in the 6,000 due to demand. Hospitals were will be included in the future. mainstream media. Editors in the not initially in the circulation list, Feedback is generated by comments country lacked interest in covering but they were eventually included forwarded by readers, which in turn, biotechnology. as a pharmaceutical company are featured in succeeding issues. decided to place an advertisement Hence, MABIC decided to put in the newspaper. MABIC realized Thailand’s Biotechnology and out a science newspaper where that doctors would also be a good Biosafety Information Center “science makes the news and hits audience as they are highly rated as Newsletter is a quarterly publication the headlines” and which brings sources of information by the public. that contains illustrated feature biotech to the public domain. A In addition to hard copies, the articles written in simple and dynamic contemporary layout newspaper is also available as a PDF easy-to-understand style. Topics highlights international and local version on the MABIC website and is include biosafety, molecular news on biotech complemented linked to other institutions. breeding, genetic modification with pictures and figures. Interviews (GM) technology, and new biotech with scientists, academics, and Due to high production costs, efforts applications. In addition, it features other biotech personalities provide are being done to attract corporate scientists in technology updates insights on the latest developments subscribers. A total of 1,038 (as and news about GM from other and achievements in biotechnology. of Dec 2012) subscribers include countries. The different editions Other issues tackled are on the the University Pertanian Malaysia, of the newsletter, which are also University of Malaya, Universiti Sains available online, continuously Malaysia, Universiti Putra Malaysia, generate downloads with some Universiti Malaysia Sarawak, previous issues still being viewed. Academy of Sciences Malaysia, Downloads are voluntary actions of Ministry of Science, Technology and website users who find a material Innovation, Malaysian Palm Oil Board interesting enough to obtain a copy. (MPOB), and Malaysia Agricultural Hence, the act of downloading Research and Development a material is a more accurate Institute, as well as a number of indication of usage than merely biotechnology companies and getting a hard copy. In 2010, a total private universities. In addition, of 25,948 issues were downloaded institutional advertisements are or 961 issues per month. In 2011, a sought. As of this publication, there total of 27,013 issues or 995 issue are seven companies placing ads in downloads per month proved the newsletter. that the Thai newsletter is gaining interest. In July 2012, Petri Dish became available in 127 Starbucks In Africa, RECOAB News is published (internationally franchised coffee quarterly in French by RECOAB outlet) stores in Malaysia. Impact will (Reseau des communicateurs ouest be measured in terms of increased Africains en Biotechnologie). RECOAB readership, advertisements, and is a network of journalists reporting

66 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication on biotechnology, which provides a publication is among the more Educational Materials forum where they can share sources popular materials posted in the of information, discuss the credibility ISAAA website with over 200,000 The novel educational cartoon of sources, and receive feedback on downloads in 2011. publication Mandy & Fanny: The their work from their peers. Aside Future of Sustainable Agriculture from news, it contains feature stories Country Biotech Facts and Trends are illustrates the attributes of biotech/ on GM global status report, capacity one- to two-page summaries that GM crops - biotech maize (corn) and building for regulators, and Bt highlight the commercialization biotech cotton and how they are cotton in countries commercializing of biotech crops in developing gaining rapid adoption, increasing the crop such as Burkina Faso. The countries. Data on biotech crop income and creating an impact on newsletter documents farmers’ commercialization (hectarage and millions of farmers and consumers experiences with biotech crops adoption), approvals and planting, worldwide. ISAAA South Asia Center and package scientific findings into and benefits, and future prospects says that the rationale for creating simplified stories. are presented for each of the the cartoon around biotech crops following countries: Argentina, Brazil, is to spread the factual messages China, India, Paraguay, Pakistan, about biotech crops as the popular Technology Updates South Africa, Uruguay, Bolivia, media is rife with misinformation. Philippines, Myanmar, Burkina Inspired by this publication, the East The publication Agricultural Faso, Mexico, Colombia, Chile, and and Central Africa BIC developed its Biotechnology (A Lot More than Just Honduras. The contents are all based own version entitled Adventures of GM Crops) compares agricultural on the annual ISAAA Brief on the Mandy and Fanny in Kenya. Mandy biotechnology with conventional Global Report of Commercialized and Fanny pay a visit to Kenya breeding. It also covers the Biotech/GM Crops. and are surprised by the negative agricultural biotechnology tools publicity in the media. (Further used in crops such as tissue The BIC in the Philippines developed information is detailed in the culture and micropropagation, a number of brochures in English chapter Cartoons: Popularizing Crop molecular breeding and marker- and in local languages such as Biotechnology). assisted selection; and genetic Bicolano, Filipino, Ilocano, and engineering and GM crops. A section Visayan. Topics include modern Students are the focus of some on Answers to Frequently Asked biotechnology, questions and materials developed on crop Questions (FAQs) for food safety answers on the development of fruit biotechnology. Biotech sQuizBox is an and environmental issues was and shoot borer-resistant eggplant, accordion-type cartoon publication also included to clarify important Philippine Bt corn and insect that aims to inform secondary school public concerns. The e-copy of this diversity, Bt corn and feed safety, and students about crop biotechnology. Bt corn and potential alternate host One side of the booklet contains plants of the Asian corn borer. These snippets of basic information about materials are distributed to farmer the history, development, and leaders and stakeholder participants benefits of biotech crops. The other of workshops. side of the booklet challenges the readers to answer exciting quizzes to further understand the subject matter. The activities include DNA extraction exercise, scientist appreciation activity, puzzles, and word problem, which can be done individually or as a group in science classes. The publication was pre- tested on secondary and college students, as well as non-biotech professionals. It was well received by the respondents noting the fun by learning approach and the use of cartoons and games. A flash game version of the publication is currently being developed.

67 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

Essay Contests on Biotechnology

The BICs in Vietnam, Indonesia, Bangladesh, and Pakistan conduct essay contests to encourage stakeholders to understand and appreciate biotechnology better.

Ag Biotech Vietnam collaborates with groups such as the Rural Economics Times, Today Countryside, and Hanoi Agricultural University (HAU) in organizing a national writing competition aimed at improving the public’s knowledge on agricultural biotechnology. Participants are tasked to write an essay to answer the questions What do you know about agricultural in Socio-economic Development of Pakistan was biotechnology? and What is the relevance of the placed in national English and local newspapers. A technology to the country’s future? Contestants biotechnologist and communication expert judged are encouraged to research on the topic and read the entries based on (a) relevance to the topic; (b) relevant publications published by the BIC to assure clarity of message to be conveyed; (c) authenticity accuracy of their articles. Prior to the contest, a of facts and figures mentioned in the essay; and column in a newspaper tackled concepts and issues (d) originality. Aside from cash prizes for the top about biotechnology, thus, providing background three winners, the entries were published in a information that could be used as story pegs. In one booklet Agrobiotechnology and Children of Pakistan such contest, 6,278 articles from students, officials of published by PABIC. Since the BIC received an agriculture institutions, farm owners, and members overwhelming number of entries, they plan to have of horticulture associations were received within five each participating school submit only the best two in months of the announcement. The essay contest this nationwide contest. has since been an annual event for agricultural students from the HAU. Each of the winners receives a A biotech writing contest on The Benefits of certificate and cash prize. Biotechnology in Eradicating the Food Crisis was organized by the Indonesian BIC to raise biotech The BIC introduced an innovation in 2011. Over 1,000 awareness of journalists and the public. Within four students joined the contest, which was administered months of the contest, 95 articles were submitted by email. Contestants were asked to access the Ag from journalists of Jakarta, Bandung, Semarang, Biotech Vietnam website to register, receive regular Yogyakarta, Surabaya, Malang, and Jember. After newsletters, and answer questions online. Examples preliminary judging by the BIC, 33 articles were of questions whose answers could be found on the eventually reviewed by three judges who chose Ag Biotech Vietnam and HAU websites are: What is the final five winners. During the awards ceremony, GM?, What is Bt technology?, and What are the benefits guests included 36 journalists from top newspapers of GM technology? This process enabled students and magazines as well as electronic media. The to develop their essays and communicate accurate judges noted that articles were comprehensive, science-based information. A panel of judges from and used various authoritative sources. The contest Ag Biotech Vietnam and HAU chose the winning encouraged journalists to write in-depth stories entries. Three major prizes and six minor prizes about biotechnology. Top three winners received were awarded with winning pieces read during the monetary prizes while the remaining two finalists awarding ceremony. each received a Blackberry handphone.

Pakistan BIC (PABIC) held its first biotech essay and Similarly, the Bangladesh BIC organized a biotech poster contest in 2011. It intends to duplicate this lecture and writing competition for university every January for students of government and students in collaboration with the Bangladesh private sector high schools (grade nine and ten Agricultural University. Experts spoke on the or O-levels) of all five provinces and the Kashmir importance and impact of GMOs, and impact of region. An advertisement on the contest with the theme Agricultural Biotechnology and its Contributions continued on next page

68 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

biotech and Bt crops on food security and poverty The interest in the essay contest is shown in the alleviation. The global status of commercial biotech annual increase in participation and website crops was also discussed followed by a video showing viewership. The contest has also encouraged on Bt cotton cultivation in India. Some 25 students writers to seek accurate information sources from submitted essays which they wrote immediately after authoritative websites and publications. the lecture. Two students were given the top awards. The winning articles were published in national papers.

The Pakistan BIC released an Media Representation of Science: to and or generate interest on the educational booklet called How the Philippine Press Defines topic. Nevertheless, peak coverage Agrobiotechnology and Children of Biotechnology (published in the of events may be the only time Pakistan based on the entries in the Journal of Media and Communication when public interest may lead essay and poster competitions it Studies) analyzed the top three stakeholders to seek additional organized. The competition entitled national English newspapers in the information. Agriculture Biotechnology and its country – Manila Bulletin, Philippine Contributions in Socio-economic Daily Inquirer, and Philippine Star The findings generated by the Development of Pakistan attracted to determine patterns of media research give an idea on how media a total submission of 120 essays attention measured by coverage works, the frames that media use and 90 posters. It is interesting to peaks, tone, source of news, to communicate issues, the sources note that entries came from all over keywords, and media frames used; they use which influence how Pakistan, including remote areas. and how the three main broadsheets stories are framed, and the amount defined biotechnology through the of space allotted to science topics. use of metaphors. Subsequently, In addition, empirically validated Journal Articles another article Visual Representation assumptions help communication of Science: How Cartoonists Define planners to better understand the ISAAA Southeast Asia Center and the Crop Biotechnology was published in world of journalists. The articles’ SEARCA Biotechnology Information the International Journal of Current trend to be positive and neutral Center (SEARCA BIC) published Research (Vol. 5, Issue 2, 2013). is a positive sign as it shows that research papers presenting key journalists are taking time to present results of a ten-year study of These three research articles provide the different dimensions of an issue. media coverage of agricultural a glimpse into how media coverage biotechnology in the Philippines, may be a contributing factor to Nevertheless, negative articles the only country in Asia to date to how biotechnology is generally can affect perceptions particularly approve a biotech food/feed crop (Bt perceived. In addition, the trend when textual and visual imagery are corn) for commercialization. towards positive to neutral stories, used rather than through rational preference for institutional sources arguments. It is important therefore The journal articles Print Media of information, and a shift from to keep the debate at a level that Reportage of Agricultural sensational to balanced coverage does not leave the public more Biotechnology in the Philippines: showed media maturity over time. confused than informed. A Decade’s (2000-2009) Analysis Although biotechnology news was of News Coverage and Framing not high in the media agenda as (published in the Journal of compared to other issues, coverage Science Communication) and was sustained and had occasional peaks that helped bring attention

69 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

ISAAA in the News: Measuring In 2008, ISAAA developed ISAAA in the News, a database for media impressions, which serves as the Spread of Information on a filing cabinet of all captured reports regarding Biotechnology the annual Brief. It is a multi-user database where representatives from the ISAAA BICs contribute One of the principal goals of the KC is to impart details of news releases that they have gathered science-based knowledge to all stakeholders. The in their countries about the Brief each year. An information is only valuable if it reaches the public administrator monitors and validates all the entries and promotes acceptance or influence decisions and submitted by the representatives. actions of key stakeholders. Thus, ISAAA measures the reach and popularity of the information it shares with ISAAA records the basic information about each news the public through media impressions. release such as title, source, date of release, tone (positive, negative, neutral), media type, country of Media impression is often used in public relations origin, language, and the impressions of each media (PR) and marketing as an evaluative metric for release. The impressions of the releases are obtained advertisements. It measures the estimated number directly from the news outlets; from their published of individuals who were likely to come in contact media kits and rate cards; from ISAAA’s partner with a certain media story through different channels PR agencies; or from published reports of media such as print, TV, radio, or web. It is also known as impact measurement bodies such as Audit Bureau of the “opportunity to see” (Stacks, 2006). Because it is Circulations. In cases that the impressions of sources not possible to measure the exact number of people are unavailable, a value of one is assigned to each who have encountered a certain media story, media article. impressions is calculated with the assumption that 100 percent of the readers came across the news Media Impressions of ISAAA’s Annual Brief (2008- release (Roy, n.d.). 2011)

ISAAA monitors the media impressions of its major Through the use of the impressions database, ISAAA publication, the annual Brief on the global status has measured the annual Brief’s growth not just in of commercialized GM/biotech crops authored by terms of the number of people reached (Figure 5), Dr. Clive James, who is also the founder and chair of but also the number of articles (Figure 6), countries of ISAAA. The annual Brief is a compilation of reports on origin of the articles, and the languages used in the biotech crop hectarage in different countries, thus articles (Figure 7). serving as an authoritative source of information for news releases and scholarly articles.

Figure 5. Media impressions of ISAAA Briefs 37, 39, 41, Figure 6. Number of articles on ISAAA Briefs 37, 39, 41 and 42 and 42 continued on next page

70 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

The media impressions of each media type are calculated differently. For instance, the media impressions of printed articles depend on the circulation number or the number of printed copies of each issue. This number is multiplied by 2.5, which is the standard “pass-along” factor for the number of persons who reads each printed copy (Weiner and Bartholomew, 2006). For news releases in television and radio, the viewership and listenership figures are recorded as media impressions, respectively. For online news releases such as web news, institutional blogs, and mobile news, the website’s number of unique visitors per day is used as a measurement of media impressions.

Figure 7. Countries of origin and languages used in For Brief 42, majority (75%) of the media releases articles about ISAAA Briefs 37, 39, 41, and 42 were online articles (Figure10). Information in online news can have the highest tendency to proliferate The impressions of the annual Brief increased because of the ease of reproduction, as well as the consistently from 2008, when Brief 37 was released, simple restrictions in the release of news items. More up to 2011, when Brief 42 was published. There was so, online news can easily be tracked through the an average increase of 320 million from 2008 to 2011, search engines, link trackers, and online alerts. This when four annual Briefs were released. trend mirrors the results of a survey conducted in the University of Chicago about the public’s source Media coverage on the global status of of information for learning science issues such as commercialized GM crops also increased based on biotechnology. The study reported that the main the number of articles, except for Brief 39, when there source of information for learning scientific issues was a slight decrease in the number of articles. The like biotechnology is the Internet (National Science most number of articles was recorded in 2011, when Board, 2012). Brief 42 covered the 15th year of commercialization of biotech crops. News reports in print, radio, and television were also significant because they are available to people with News items were released in around 70 countries no access to the Internet. Thus, for 2011, 10 percent from 2008 to 2011. China, U.S., and Brazil were consistently in the top five countries with the highest media impressions. This could be attributed to the number of media channels that distribute science-related information such as international news agencies and research organizations in those countries. Languages used in the news releases were variable, usually depending on the country of origin of the news. The most used language in the news releases was English.

Most of the media impressions recorded were from developing countries (79%) particularly from the Asia and the Pacific region (Figure 8). Use of television, magazines, and online mobile services are flourishing in some developing countries, and getting ahead of some developed countries. Thus, Locksley (2009) said that it is possible that some developing countries will Figure 8. ISAAA Brief 42 media Impressions per be the top players in mobile content. region

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71 Publications: Contributing to the Robust Knowledge on Crop Biotechnology and Science Communication

of the total news about Brief 42 was reported in journals and research institutions. This trend is due print, 6 percent through the radio, and 2 percent to the extensive review process before scholarly in television programs. A study conducted by Farm articles are published. Hence, there is a gap from the Radio International (Manyozo, 2008) revealed the time a publication is submitted for publication to its importance of radio in fostering development and eventual publication. Scholarly articles citing Brief learning initiatives. This is important because a large 42 as reference include those published in Nature, percentage of farming communities are living on Agbioforum, Wiley, Springerlink, and PlosOne journals. the periphery of information technologies, where radio is only “the window to global reality.” This Measurement of media impressions is not just a is why radio is often and successfully used as an showcase of news and numbers. Media impressions agricultural extension tool for formal learning in are vital in gauging how the media and the public developing countries to help rural farmers improve respond to relevant news information such as their production and food security. On the other biotechnology. With ISAAA’s data of increasing media hand, television has also proven its importance impressions, it could be implied that the interest in in establishing an effective connection between agricultural biotechnology is also escalating because scientific issues such as biotechnology, and the more news are published and re-published after viewers through interesting and understandable every news release on the hectarage planted to communication strategies (León, 2004). biotech crops.

Figure 9 also shows that the number of news releases was declining in all media types except for scholarly articles, which include articles from

Figure 9. Number of articles per media type for Brief 42

72 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Radio: Still the People’s Medium 7

With contributions from Margaret Karembu, Brigitte Bitta, Bhagirath Choudhary, Jenny Panopio, Sophia Mercado, Rochella Lapitan, Dewi Suryani, Mahaletchumy Arujanan, Supat Attathom, and Fusao Tomita

Among the media channels tapped brought and used anywhere while to promote agri-biotechnology people are doing their daily chores, and its applications, radio is still the hence earning its label companion primary choice particularly for those medium. in rural communities. Radio can reach a large number of people at a time. A copy of a newspaper article, Community Radio for for example, cannot be read by 15 Development people simultaneously. Listening to radio, however, can be done by 15 Radio remains the most crucial or even more people at the same medium to reach out the poor. As time. Radio can deliver a message Fraser and Estrada (2001) claim, immediately as it can report events any notion that TV and other as they happen and where they sophisticated communication happen without the intricacies of technology will replace radio is setting up the needed equipment as unfounded, for radio is in constant in the case of television. expansion. According to the United Nations Educational, Scientific and Radio also transcends illiteracy as Cultural Organization (UNESCO, you only need to listen, instead of 2011), there is an explosion in reading, to be kept informed. It is the number of radio stations more personalized and intimate than in the world, particularly those the print medium since the human broadcasting in local languages. voice gives radio “warmth”. Moreover, radio has emotional impact through Radio’s ability to adjust with newer music and sound effects which forms of technology such as the can convey emotions much more Internet, cellphone, and iPod also effectively than a printed description contributes to its listenership. can (Gomez et al., 2007). Convergence of radio with these technologies has led to the Another advantage of radio is its emergence of innovations such as affordability relative to other media. Internet radio and podcasting. Radio It can work even without electricity is also increasingly being accessed as it can be operated by battery. on mobile phones. Radio is also portable and can be

73 Radio: Still The Mass Medium of Choice

William Siemering, president of Developing Radio Partners and founding member of National Public Radio’s Board of Directors, describes the work of community radio developers as “scattering seeds”— alluding to the original meaning of “broadcast”—the results of which take time to ripen. Like a vaccine capable of reducing preventable diseases, he said, community radio is “a simple, effective solution” to achieve development goals, to prevent “fragile states from becoming failed states,” and to help Radio in Science and Radio in Burkina Faso and Kenya people celebrate their own culture Technology (Karembu et al., 2011) (CIMA, 2007). Radio is a very good medium to In Africa, the media - specifically Unlike mainstream broadcasting, convey science communication. the radio - can potentially address which serves the general public, Even if it cannot show images, it sets misinformation on biotechnology community or development pace and creates a mental space that hinders its adoption by broadcasting is audience-oriented. to allow the scientific information providing timely, accurate, and easily It tries to assist specific audiences, to take shape, to grow, and to be understandable information. particularly the grassroots, to realize absorbed by the listener. It can ignite their potentials by identifying their a train of thoughts and produce a In this regard, the International characteristics, needs, interests, reaction, an idea, a question, and/or Development Research Center problems, or concerns. It encourages a view. With no images on the stage, (IDRC) of Canada supported a coordination and cooperation with there are no disturbances catching study to assess the utility of radio government and non-governmental the eye (Mazzonetto et al., 2005). in communicating agricultural agencies and institutions as well as Radio communication is direct, hot, biotechnology in Kenya and audience’s participation. stimulating, and if necessary also in- Burkina Faso - two of the African depth. The radio evokes, stimulates countries which have made positive In terms of broadcast formats, the imagination, and induces steps in the adoption of the community radio airs programs listeners to listen more closely. It also technology. Burkina Faso has already similar to that of commercial radio uses few intermediaries between commercialized biotech cotton after such as radio talk, radio interview, the scientist and the public (Gadda, South Africa and Egypt. It is one radio discussion, radio drama, radio 2006). of the three African countries that documentaries, magazine program, have commercial biotech crops as of news and music. In community Another advantage of radio as 2008. Kenya, on the other hand, has radio, however, radio forum and an audio-centric medium is that been promoting the application of the school-on-the-air (SOA) were it can be more accommodating tissue culture techniques in banana included to enhance audience’s and less intimidating for scientists and other crops since 1996. The participation. A radio forum is a than audio-visual media such country also has a biotechnology special broadcast prepared for rural as television. As Carrada (2006) development policy, approved in listeners who meet in organized stated, “many scientists may 2006. In 2009, Kenya enacted the listening groups and who discuss not feel particularly talented as Biosafety Act to regulate the use of together what they have heard. The communicators.” But the scientists’ biotechnology in agriculture and SOA, on the other hand, is a specially uncertainty to publicly communicate other sectors of development. It also designed radio program where their findings may be eliminated set up a National Biosafety Authority the subject matter is presented or at least alleviated by using a in 2010. systematically and in a progressive less intimidating medium. In radio, manner with the ultimate goal of people no longer need to show The study revealed that radio is achieving desired results under a their faces but just project their the most widely used medium in teaching-learning situation (Flor, voices and articulate on their subject acquiring agricultural information 1995). matters. with 66 percent radio users in Burkina Faso and 79 percent in

74 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Kenya. The weekly frequency of choosing the themes, radio stations, pipeline for commercialization. The listening to radio, however, is and listening panels. Monitoring topics identified were as follows: low in Kenya (47 percent) and and evaluation was also done to introduction to biotechnology; in Burkina Faso (70 percent). track changes among the different comparative analysis of global Broadcasts focusing solely on boundary partners from the radio and local status of biotechnology; agri-biotechnology are very rare campaign. government policy on in both countries. If ever there are biotechnology; cost and inputs; such broadcasts, the information Themes. The themes chosen for marketing of biotechnology crops; presented is insufficient and the radio broadcasts on agri- and case studies focusing on each lacks objectivity. Hence, listeners biotechnology were based on the region in the country compared with are often exposed to hearsays knowledge, attitude, and practice other countries. and propaganda (e.g., anti- (KAP) survey conducted before the biotechnology attacks). implementation of the program. Radio stations. In Burkina Faso, the selection of the campaign’s location Further, biotech experts were often In Burkina Faso, key issues identified was based on the agro-ecological unavailable for radio interviews. They included the following: subsistence zones (West, Center, and East) were also quite reluctant to share farmers’ dependence on Monsanto and locations of the main cotton their knowledge on biotechnology for seed supplies; the possible marketing agencies (Sofitex in the to farmers for two main reasons. dangers for both humans and West, Faso Coton in the Center First, they found it hard to translate animals of consuming vegetable and Socoma in the East). In Kenya, and simplify their scientific or oil derived from biotech cotton; the locations selected were the technical content into popularized and the possible conflicts between agricultural project areas of the and vernacular languages. This biotech cotton producers and country—Kisii (banana growing), was understandable since there those growing conventional and Kitale (maize growing), and Mwea are hardly exact vernacular organic cotton. Based on the issues (cotton growing). Each country had translations of most of the technical raised, the following themes were three locations for the experimental terminologies in biotechnology. identified: the problems of access campaign. The partner radio stations Second, scientists were unwilling to and availability of biotech cotton selected were those operating in the to join or attend a radio program seeds; health and safety effects of chosen localities, five of which were simultaneously with opponents consuming oil and cotton seedcake broadcasting in the local dialects. of biotechnology, citing that their from biotech cotton to human One radio station from Kitale arguments would just end up and animals; and the co-existence broadcasted in the Kenyan national generating more heat than light. of organic, conventional, and language. genetically modified (GM) crops. Moreover, radio producers lacked Experts. Experts who were to scientific knowledge particularly on In Kenya, the initial KAP survey provide the content of the programs biotechnology, hence there were few revealed the stakeholders’ poor level were selected from the extension broadcasts on agri-biotechnology. of understanding on biotechnology. services, research institutions, Most radio journalists have limited This may be because GM crops and even groups opposed to understanding of biotechnology have not yet been commercialized. biotechnology. The experts gave the particularly its jargons, making it Therefore, the team agreed on the necessary information during the difficult for them to produce radio need to air programs that would shows and during the interactive programs or even segments devoted provide general information on programs wherein they answered to agri-biotechnology. crop biotechnology with case the technical questions asked by studies of crop products in the the audience. ISAAA, together with To determine the priority needs and expectations on biotechnology of the stakeholders and how radio can effectively address these needs, the research team implemented a three-month experimental radio campaign. They produced and aired a user-driven radio program series aimed at building impartial knowledge on agri-biotechnology. Pre-broadcast activities included

75 Radio: Still The Mass Medium of Choice

its knowledge partners, assisted program. But upon realizing the who participated in radio programs in the search for experts. The team difficulty of conducting FGDs weekly increased from the pre-campaign provided written materials and after each radio broadcast and given rating of 16 percent to 62 percent relevant literature along with the the logistics, this approach was after the campaign. The participation Ministry of Agriculture in Kenya. changed to individual telephone was through call-ins with 19 percent The rest of the additional materials calls, also referred to as listening indicating that they had made calls were retrieved from the websites of panel. The questionnaires for the after the radio broadcast compared UN-affiliated and other international listening panel were designed using to 6 percent before the campaign. organizations such as the World the outcome mapping (OM) method Listenership to the target radio Health Organization and the Food where each set of questions would stations also increased from 54 and Agriculture Organization. enable the team to gather data percent to 77 percent after the and to measure progress. The OM campaign. Sharing of information Prior to the actual implementation framework developed for the project which they acquired from radio of the radio broadcast campaign did not have a vision (target goal). programs, also increased from 91 on biotechnology, a number of The radio campaign’s main goal percent before the campaign to 96 workshops for the radio operators, was to establish an exchange forum percent after the campaign. members of the project teams, and where stakeholders would raise knowledge partners were done in questions and answers to support each country. The workshop was greater information exchange. Radio in the Philippines very beneficial especially to the (Matalang, 2001) broadcasters who were able to There were three main boundary appreciate the key developments partners selected as the main In the Philippines, the SEAMEO on biotechnology and acquaint stakeholders of the program. Southeast Asian Regional Center themselves with the thematic areas These were the farmers and their for Graduate Study and Research of the radio programs. The workshop groups; the radio agents including in Agriculture-Biotechnology also provided an opportunity for the the owners, program producers Information Center (SEARCA knowledge partners and the teams and radio broadcasters; and the BIC) and the Philippine Council to expound on biotechnology and researchers and extension workers. for Agriculture, Aquatic and the main aim of the project. They were expected to play key Natural Resources Research roles in using radio as a medium and Development (PCAARRD), There were 36 programs aired in for information exchange on implemented a project on radio each country for the whole span agricultural biotechnology. to disseminate information on of the campaign. In Burkina Faso, agricultural biotechnology in each program had a duration of Post campaign. The post campaign Region II (Cagayan Valley). The said 30 minutes. In Kenya, each radio results revealed that the number region is one of the country’s top station aired the campaign for 5 to of people in the control areas of regions in terms of corn production. 10 minutes every week. There was Burkina Faso who perceived that the Corn is the first and by far the only also a one-hour interactive program consumption of agri-biotechnology commercialized GM crop in the every month for each of the three products adversely affected human Philippines. Hence, educating the stations. health declined from 12 percent farmers, local government officials, before the radio campaign to only and other stakeholders in the region Listening panel. In both countries, a 1 percent after the radio campaign. of the benefits, potentials, issues listening panel sample consisting Moreover, the proportion (11.3%) and concerns of biotechnology was of 13 farmers per radio station of those who thought that considered to be essential. from the target areas were biotechnology-derived seed was a selected to monitor changes in bad seed also decreased to nearly SEARCA BIC and PCAARRD prepared KAP during the campaign and to half (6.6%) after the campaign. and produced broadcast modules ensure consistent feedback. Those on biotechnology that were aired included in the listening panels In Kenya, the number of individuals in selected community radios in the were called via phone individually who believed that consumption region. They collaborated with the after the broadcast of each program. of agri-biotechnology products Cagayan State University (CSU) to Initially, the plan was to conduct did not negatively affect the implement the project. The project a focus group discussion (FGD) to health of people increased from leader identified 12 community monitor the KAP changes among 42 percent before the campaign broadcasters in the region who the predetermined audience as to 49 percent after the campaign. were broadcasting agricultural influenced by the campaign’s radio Also, the proportion of farmers programs and tapped them to air

76 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication the modules. Consultation with the rural broadcasters was done along with the representatives of PCCARRD and UPLB-IPB. SEARCA BIC also sponsored a Biotech Media Forum, which was attended by the partner rural broadcasters for them to grasp deeper the concept of biotechnology along with its issues. The said forum was facilitated by a scientist from UPLB-IPB, focusing particularly on Bt corn.

After the distribution of the taped modules to the partner crops; and importance of transgenic of Bt corn was ongoing in the rural broadcasters, additional crops. province at that time. Thus, people tapes were provided to other were more open to innovations broadcasters in the region interested The partner radio stations were the such as biotechnology and had in biotechnology. Monitoring of CSU-operated DWPE (Radyo ng previous experience with it. The 6 the programs was done rigidly Bayan) for the provinces of Cagayan percent of respondents who rated by coordinating with the rural and Isabela and DWRV (Radyo themselves to be “very much aware” broadcasters to ensure airing of Veritas) for the province of Nueva about biotechnology in general the modules in their programs. Vizcaya. The Radyo ng Bayan SOA before exposure to SOA, increased Follow-up activities were also made was entitled Dear Professor, aired to 28 percent after the SOA. On in the entire region. The sites of Bt every 11:00 am-12:00 noon on the other hand, there was no corn field trials (Bt corn was still Saturdays. After all the modules in previous encounter with the crop under field testing at that time) the SOA were aired, 75 farmers were for respondents from Nueva Vizcaya were visited periodically. To monitor given certificates of completion. and Cagayan. However, the three and evaluate the effectiveness Radyo Veritas, on the other hand, provinces registered an increase of the broadcast modules, the titled their SOA Tekno Gabay in perceived level of awareness broadcasters were also asked to (Technology Guide) which was aired for biotechnology in general, submit feedback from their captive every 6:00 am-7:00 am on Tuesdays, from 6 percent of “just enough” to listeners. Thursdays, and Saturdays. Techno 40 percent after the SOA. Level Gabay had 30 farmer-students who of awareness about Bt corn also Aside from tapping rural participated in this SOA. increased in the three provinces broadcasters in the region, the from 9 percent of “just enough” radio project also formed two SOAs Of the 114 SOA enrollees in the before SOA to 42 percent after the on biotechnology based on the three provinces, 93 percent were SOA. produced modules for the farmers in male and about 41 years old. They three provinces of the region. These finished either elementary (35%) or Majority of the respondents had were the provinces of Cagayan, high school (36%) with 17 percent a favorable attitude towards Isabela, and Nueva Vizcaya. The reaching college level. Majority biotechnology in general (87%) topics included in the modules (86%) were into farming as their and its applications to agriculture, were biotechnology in general; major source of livelihood. medicine, health, and nutrition traditional biotechnology; modern after the SOA. About 68 percent biotechnology; biotechnology The monitoring and evaluation were favorable to Bt corn (68%), in agriculture; biotechnology in report revealed a significant Bt corn field testing (66%), and health; biotechnology in medicine; increase in the level of awareness, benefits of transgenic crops (75%). biotechnology in food and nutrition; knowledge, and understanding The SOA was deemed to have had Bt corn; Bt corn field testing; effects of the respondents in the three a positive influence on changing on corn; biosafety; the National provinces after the SOA. The the negative perceptions of the Committee on Biosafety in the province of Isabela had the highest respondents. However, the anti- Philippines (NCBP); GMO field number of respondents who showed biotech campaigns that were going testing; biotechnology global the highest change (before and on at that time tended to affect picture, transgenic crops in the after) in the three attributes. This perceptions and attitudes of a Philippines, benefits from transgenic may be because the field testing minority.

77 Radio: Still The Mass Medium of Choice

in Vietnam. Ag Biotech Vietnam and VOV producers mainly gather broadcasts materials from ISAAA publications and other related websites on biotechnology. Immediate feedback from listeners in the form of inquiries attests to a growing interest in biotechnology (Le and Navarro, 2011).

The availability of publications on biotechnology has provided broadcasters a broad area for discussion in their programs. Among the recommendations feedback mechanism to assess the However, the language issue was forwarded by the participants were audience’s knowledge gain. raised because many of the materials the following: the SOA should be being used by broadcasters were extended and continuously aired Radio in Vietnam written in English. Broadcasters were to ensure wider dissemination; challenged by their knowledge incentives should be made Radio is an important and understanding of the subject available to project staff and target communication channel in Vietnam. matter, and the need to translate a beneficiaries to ensure wider More Vietnamese listen to the lot of terminologies and transform participation among clients; and radio than watch television or read messages into attractive stories. The broadcast materials should be newspapers. The Voice of Vietnam BIC’s assistance in the translation translated into the Ilocano dialect (VOV), the national broadcasting of the materials proved helpful. to better communicate messages to media station of the Vietnamese Nevertheless, there was a felt need farmers. party, reaches more than 90 percent for more field visits to actual farmers’ of all households. VOV broadcasts fields that would make the subject Recent radio program. A follow news about science and technology matter more real (Hong Minh Nhat, up radio program on crop with equal time and duration as personal communication). biotechnology is being aired by programs devoted to political, a national radio station in the economic, and social concerns (Le, Philippines. The SEARCA BIC and 2009). the Philippine Science Journalist Association, Inc. (PSciJourn) have Ag Biotech Vietnam, collaborates collaborated with Radio ng Bayan with VOV to disseminate (DZRB), a government-owned information on biotechnology radio station based in Manila. A and its applications. Through the one hour radio program on crop collaboration, Ag Biotech Vietnam biotechnology is aired every Friday, and VOV are able to produce 9-10 pm with a question and answer reliable and objective information format. Titled Biotech on Air, the for biotechnology stakeholders, program invites resource persons to particularly the farmers. The themes answer questions about particular for the radio programs include GM topics. Information bits and trivia on crop and the environment with biotechnology are also inserted in emphasis on pesticide reduction; the radio program from time to time. GM crops such as flood-resistant The question and answer format was rice and salt-tolerant rice; biosafety chosen since the radio program is regulation; and legal framework intended to reach a wider audience. on GM crops in Vietnam. The live The approach is also light to suit question and answer segment also the general public. To encourage known as biotech forum, makes audience participation, the hosts the stakeholders more aware of the ask questions to be answered by the global status of commercialized listeners via text messages or phone biotech crops and their applications calls. This serves as the program’s

78 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Cartoons: Popularizing Crop Biotechnology 8

With contributions from Bhagirath Choudhary, Kadambini Gaur, Margaret Karembu, Faith Nguthi, Jonathan Odhong, Tian Zhang, and Fusao Tomita

Visual media have the potential to et al., 2011). Even public discourses, induce learning because of their according to Schummer and Spector aesthetic appeal. Dake (2005) states (2007), are visually mediated as the that one of the most important public image is substantially a visual pieces of the visual communication image and that even the “written or puzzle is aesthetics. The nature spoken word is translated into visual of beauty and why it affects us so images in the human imagination.” deeply is mysterious. Furthermore, visual materials greatly contribute to the retention of people’s memory Cartoons and Sequential in connection with what they hear Arts for Development or read. For majority of people, it is easier to remember pictures than Communication to remember just words. Visuals can also present exact depiction Cartoons and other forms of of certain ideas. As Ganculy (2009) sequential arts can be effective explains, visuals get two people media to communicate thinking on similar lines about the development particularly in the same subject. It cuts down the grassroots. Comics, for example, is possibility of having ambiguity seen as a potential communication about the subject under discussion. medium to reach out to the community in developing countries. Among the contemporary forms of Hence, the term grassroots comics visual media, sequential arts and was coined by some development cartoons are seen to be effective communication practitioners. in communicating to the public. Grassroots comics are intended to Audience are attracted to cartoons be a platform for communication because of their subtle humor and among people in the community ability to communicate several about particular issues that need messages in a visual and simple to be confronted. Issues are way. Due to their condensed often grouped as themes when form and the interaction between constructing a comic story message language and image, cartoons are (Dicks, 2011). often considered to be a direct and easy medium to inform and to communicate a message (Dalacosta

79 Cartoons: Tools to Popularize Crop Biotechnology

features animations and educational cartoons on biotechnology. One- page educational cartoons cover specific topics such as How are GM Crops Made, History of DNA, and the GMO Approval Process in South Africa.

Cartoons in Communicating participation is also becoming Cartoons for Crop Science popular. As Song et al. (2008) Biotechnology explains, cartoons are especially Communication—the ISAAA Many researchers have adapted effective in engaging students in Experience cartoons in their teaching as an scientific dialogue. Even the quietest innovative instructional method students in class can be motivated The International Service for to communicate science and make to talk when a familiar cartoon the Acquisition of Agri-biotech the general public appreciate character becomes the protagonist Applications (ISAAA) and its better its applications. Cartoons of the dialogue. In fact, various information network members and sequential arts appear to education comics and cartoons have ventured into the use of provide possible means of offering have been produced and are now cartoons and animation to present opportunities for learning (Dalacosta available for teachers to ‘spice up’ information on the issues, concerns, et al, 2011). Both the visual appeal their science lessons. benefits and potentials of crop of the artwork and the intriguing biotechnology. The following narrative (which can be humorous Among the popular websites that examples show the use of cartoons and educational) make comics provide educational materials for by some of the Centers. and cartoons excellent media for science is Newton and Copernicus (www.newtonandcopernicus. conveying scientific concepts in an Mandy and Fanny: The Future of interesting way (Tatalovic, 2010). com). The site features short comic strips about two lab rats Sustainable Agriculture whose conversations can motivate Dr. Pradeep Kumar Srivastava, a The ISAAA South Asia Office scientist at Central Drug Research students to think about science and research. The Young Scientists (www. pondered on possible unique Institute in India coined the term and innovative strategies to scientoons. The concept came out theyoungscientists.in/products. html) is a comic book magazine that communicate biotechnology in a after he delivered his lecture in a way that would appeal to a diverse scientific conference in Singapore communicates science and the life stories of great scientists; it promotes group of audiences. The concept of where he used few science cartoons educational cartoons and animated in order to make his lecture more creative thinking and practical experimental skills. Concept video was regarded as a good idea informative, interesting, and with as they offer a dynamic visual style impact. Since then, scientoons have Cartoons (www.conceptcartoons. com/index _ flash.html) is a set of while presenting factual messages been getting recognition from about biotech crops. several organizations, societies, and single-frame cartoons that depicts a single problem offering no universities worldwide. In 2006, The South Asia Center released its during an international science immediate solution, hence making students think about the problem first cartoon publication entitled communication conference in Mandy and Fanny: the Future of South Africa, Dr. Srivastava formally and discuss it. The Open Wetware managed by BioBricks is an open- Sustainable Agriculture (Figure 10). announced the new field in science The publication is a crop-based communication called scientoonics. sharing portal or materials that can serve as a good introduction to educational cartoon novel designed According to him, scientoonics to enhance people’s understanding, is a new branch of science that biology and biological engineering. The contents are available in particularly the young students, deals with effective science on biotech crops. It enlightens communication through the use of a English, French, Chinese, German, and Spanish languages. The Public the general public on the utility novel class of science cartoons called and safety of biotech crops for scientoons (Srivastava, 2012). Understanding of Biotechnology (www.pub.ac.za), an initiative consumption. Further, it presents the benefits of the modified gene The use of cartoons as strategy to of South Africa’s Department of Science and Technology, also on crops like cotton and corn to enhance students’ learning and improve their yield and make them

80 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication resilient to various agricultural Choosing the appropriate characters Before the distribution of the threats. The cartoon characters, for the story was an important step. publication, the team produced Mandy (Bt corn) and Fanny (Bt Since corn and cotton are two of materials to promote Mandy and cotton) discuss the attributes of the most popularly grown biotech Fanny. These included posters, biotech crops, and how they are crops in the world, the South Asia t-shirts, and stick outs of the two gaining rapid adoption, increasing Center decided to create the main main characters that contain income, and creating an impact on characters based on the two crops. information about the educational millions of farmers and consumers In developing the script, the writer cartoon. Copies of the publication worldwide. The publication also had to ensure that the dialogue were distributed via courier to conveys messages about biotech between the two characters was stakeholders of biotechnology such crops as contributors to sustainable lively and that the language used as the people engaged in biotech agriculture and their farm-level to communicate concepts in crop industry listed in South Asia Office’s impact. biotechnology was understandable database, university students, to students and the general public. researchers, and agriculture The production process involved graduates. The publication was also conceptualization, brainstorming When the script was finalized, distributed and displayed in various for the choice of characters, the next activity was to look for biotech conferences across India. scriptwriting, verification of facts, a cartoonist in India who would The e-copy of the publication is also revision of the script, search for make the illustrations. The team posted at South Asia’s website (www. a suitable illustrator, revision searched online and met a few isaaa.org/india/ Full_publication_ of illustrations, pre-production promising ones. Finally, Irfaan pdf/Mandy%20&%20Fanny-the%20 activities (e.g., printing of sample Khan, a renowned cartoonist in the future%20of%20sustainale%20 output for proofreading, copyediting country, was considered. After being agriculture-for% 20website.pdf). and final revision), actual production briefed about the key concept and The social media particularly of the cartoons, production of messages, Khan developed several Facebook and Twitter were tapped promotional materials. The process draft illustrations during regular to popularize the characters. also involve the distribution of the meetings/discussions with the South cartoons to the public. Even after Asia Center. After several revisions The publication has received distribution, feedback from the to fit the story flow, character and mixed reactions. The idea behind audience had to be monitored to dialogue development, Khan finally the educational cartoon’s goal evaluate the medium’s effectiveness. came up with the final version. is widely appreciated. However, certain important points cropped up. These included the proper selection of names for the cartoon’s main characters; the need to modify the script to make it less technical and more educational, focusing on the middle class/senior students as the target audience of the cartoon; and the need to improve one of the characters, Mandy, to make him more attractive and friendlier.

Nevertheless, the publication was still warmly received by various stakeholders from different sectors especially the scientific community. This can be verified by a number of people who requested copies of the publication through emails and also during conferences where South Asia Center set up its own exhibit. A number of news articles about Mandy and Fanny were also released by both the mainstream media Figure 10. Mandy and Fanny book cover and independent biotechnology

81 Cartoons: Tools to Popularize Crop Biotechnology

advocates around the globe. These With this, the Kenyan adaptation emphasizes the importance of include India-based Financial of the cartoon addressed the empowering key stakeholders such Chronicle, the Chinese Society of major concerns that hound as the media and policy makers Biotechnology, Kenya London News, biotechnology. The issue on the with knowledge and information on the group website Biofortified, and food and environmental safety biotechnology so that they can make Kenya’s independent portal Media of the technology was countered informed decisions and influence for Environment, Science, Health by providing information on public acceptance and adoption of and Agriculture. Mandy and Fanny rigorous safety tests which the biotech crops. inspired the development of similar GM crops undergo before they are publications in China and Kenya (see commercialized. Farmers were also For Mandy and Fanny to fit in a related sections in this chapter). reassured that they would not lose Kenyan setting, the AfriCenter team their European market if they chose added four local characters who are The South Asia team also developed to adopt GM crops. The co-existence key stakeholders in the adoption a 7-minute animated version of the of GM crops with other beneficial of biotechnology. They bestowed cartoon novel with the Fusion Toonz organisms and the social and ethical these characters with Swahili names Animation Studio, a well-known issues of the technology were also that would be easier for Kenyan information technology (IT) and addressed. readers to relate with: the journalist animation services provider in the was named Bwahana Habari, which country. A high resolution animated Moreover, the local adaptation of means Mr. News; the scientist was video of Mandy and Fanny using a Mandy and Fanny highlights many named Prof. Mimea or professor combination of audio, animation, benefits of biotechnology in a of plants; the policy maker was and interactive information graphics semi-arid country where the climate named Mheshimiwa, which means a was produced. It is available for free is a major threat for agricultural respected person; and the common downloading at ISAAA South Asia sustainability. It features ongoing man was dubbed Wanjiku, a name website at www.isaaa.org/india/ biotechnology research projects used to signify a common person. video/ISAAA_High_resolution.flv. in Kenya like the Water Efficient Maize for Africa (WEMA), Bt Cotton, Mandy and Fanny embark on an and Virus Resistant Cassava to educational tour in the country Adventures of Mandy and Fanny create public awareness. It also while interacting with the four in Kenya

Inspired by the initiative of the South Asia Office, the AfriCenter in Kenya decided to develop a localized adaptation of Mandy and Fanny: the Future of Sustainable Agriculture (Figure 11). This initiative was aimed at demystifying biotechnology and untangling it from the public perception that it is too complicated and technical to be understood by non-scientists. As revealed by a recent report on radio trends in communicating biotechnology which was undertaken by AfriCenter. Kenyans were found to be wary of consuming GM crops unlike their counterparts in Burkina Faso. The scepticism in Kenya can be attributed to the fact that numerous negative misconceptions and myths about biotechnology and genetic modification (GM) prevail (Nyambura, 2011).

Figure 11. Adventures of Mandy & Fanny in Kenya book cover

82 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication additional stakeholders. They corn), Dodo (Bt cotton), and Mimi also lends these knowledge boards discuss biotechnology and its (Bt rice) (Figure 12). These three to their partner institutions during benefits, hence correcting people’s important crops in China represent exhibits in conferences or other misconceptions about GM crops. key GM crops developed by Chinese scientific activities. Aside from researchers for commercialization. students and teachers in primary The publication was distributed to Bt cotton has been approved for school, middle school, and the policy makers, scientists, students, planting in China for years. Bt corn university, China BIC also considers and the media. It was also shared (GM phytase maize) and Bt rice on the general public and researchers with partner organizations and the other hand, have been tested, from other fields who are not other stakeholders during meetings, proven safe, and both are just familiar with biotechnology as their exhibitions and workshops. The waiting for commercialization in the target audience. PDF version of the cartoon book country. is available online at the ISAAA In general, the knowledge boards website. China BIC develops story or featuring Lele, Dodo, and Mimi have knowledge boards based on been well received by the public. According to the readers, the the three characters to convey Among the feedback received are Adventures of Mandy and Fanny in messages on crop biotechnology. the effectiveness of the material Kenya is easy to read, well-illustrated, The messages are chosen from in addressing the people’s major accurate, and interesting for all ages. the frequently asked questions concerns in biotechnology; the Hence, there have been requests for (FAQs) from stakeholders about impressive visual appeal of the additional copies. crop biotechnology and China BIC’s knowledge board; the uniqueness activities. The BIC then brings these of the medium compared to other knowledge boards to campuses science education materials; and China’s Lele, Dodo and Mimi (from primary to university level) the attractive illustrations that where events on science and easily catch the audience’s attention China’s Biotechnology Information technology or biotechnology are especially young students. Center (China BIC) also utilizes organized. cartoons to introduce principles, The simplified and more concise applications, safety assessment, Feedback forms are simultaneously version of the knowledge boards benefits, and related issues on GM. distributed to the campuses to was produced to become a cartoon China BIC uses three main characters assess the audience’s acceptance booklet. Titled GM Knowledge Q&A to represent biotech crops: Lele (Bt and effectiveness of these and co-produced by the Chinese knowledge materials. China BIC Society of Biotechnology (CSBT), and CropLife China Biotech Committee, the publication is now available online and for download at China BIC’s website (www.chinabic.org/ cn/0001.pdf).

BiotechToons

ISAAA SEAsia Center and the SEAMEO Southeast Asian Regional Center for Graduate Study and Research in Agriculture- Biotechnology Information Center (SEARCA BIC) organized BiotechToons in 2011, a contest for cartoonists on biotechnology, in collaboration with the Philippine International Cartoons, Comics, and Animation (PICCA), Inc.

Figure 12. Lele, Dodo, and Mimi

83 Cartoons: Tools to Popularize Crop Biotechnology

The contest was open to two Special citations were also given to developing biotech products and levels: professionals or practicing meritorious entries. farmers reaping the benefits of high- cartoonists who are affiliated with yielding and pest-resistant crops. mainstream publications and/or The winning cartoons were There was a trend to depict a “super” related media organizations; and exhibited during the 7th National farmer, defined by one artist as “one amateur visual artists who draw Biotechnology Week Celebration in who uses biotech that gives power cartoons as a hobby. Contestants November 2011 at the Department to increase crop yield and protect were asked to submit an original of Environment and Natural him from the agony of pest attacks hand-sketched, one frame editorial Resources (DENR) in Metro Manila, and weather discrepancies.” cartoon on the theme The Benefits Philippines. The cartoon exhibit and Potentials of Crop Biotechnology. was one of the various exhibits on Among the biotech crops, biotech They were encouraged to biotechnology, which were set up corn, eggplant, and papaya were conceptualize their entries based on by different government agencies often included in the cartoon frame. science-based information. and academic institutions. The top Similarly, they were portrayed as three national newspapers featured having above average powers Prior to the competition, ISAAA gave the winning entries and gave with one artist identifying them a 10-minute briefing to members prominent space to the cartoons as Captain Corn, Wonder Tomato, of PICCA about biotechnology, the and on biotechnology. The cartoons and Super Papaya. As one artist science behind it, and the benefits were also displayed at an exhibit said to explain his cartoon: My of existing and potential biotech in SM Fairview Mall during the editorial cartoon is about how crops. This interaction enabled anniversary program of PICCA where biotechnology has been able to the cartoonists to understand the other cartoon displays and drawing transform certain crops into more technology better and ask questions sessions were held. This venue resilient varieties making them virus from experts. The Facebook attracted a more diverse audience and insect resistant, or able to survive page BiotechToons also provided as the exhibit was in the center of in abnormal conditions like drought information links to help contestants activities inside a shopping mall. The or flooding. This technology will be conceptualize the theme. A total cartoons were later reproduced in a able to lessen the impact of global of 76 entries were submitted and 2012 calendar, t-shirts, button pins, food shortages by making crops more evaluated by five judges from and coffee mugs and distributed to hardy especially now at the time of the fields of biological sciences, stakeholders. climate change. Stronger crops would visual arts, and media. Professional mean high crop yield and more food cartoonists from the mass media The context or messages articulated for the growing world population.” and advertising companies were by BiotechToons entries were the joined by hobbyists, students, and potential and available biotech Interestingly, the use of the DNA graphic enthusiasts. Entries were crops, and scientists’ efforts to structure as a biotech symbol judged based on adherence to the address agricultural challenges such attested to efforts on the part of theme, execution/originality, and as drought, flood, salinity, low yields, artists to go beyond “given” concepts visual impact. Three major prizes and pest infestation. BiotechToons and introduce a scientific viewpoint were given to winners in each level. characters were scientists into the frame. Interviews with the

84 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

changed to cotton in bales, while blue carnation was blue and not red. The artist was given sample images from books and online sources as guide.

A draft print of the publication was produced for pretesting among high school students in different secondary schools. Students were asked to answer a feedback form to evaluate the publication’s illustrations, messages, and games. Comments were considered and were incorporated in the final Figure 13. Biotech sQuizBox covers version. Generally, the students were appreciative of the publication noting the simple to understand cartoonists showed a more accurate were considered as achievers. All of introduction on biotechnology as understanding of biotechnology the 12 finalists received cash prizes well as attractive use of color and when they were presented with and their cartoons were featured in illustrations. Seventy-one percent of science-based information. Nippon BIC’s customized calendar. the respondents found the material The top six entries were also highly interesting; 83 percent Adapting the initiative of the ISAAA exhibited at a Hokkaido University rated it highly informative; and 50 SEAsia Center and SEARCA BIC, seminar. ISAAA also featured the percent averred that it was easy Japan’s Biotechnology Information winning entries in a 2013 calendar. to understand. The pretest result Center (Nippon BIC) also organized also showed that the respondents a cartoon contest highlighting the prefer activities and exercises such benefits of crop biotechnology. Knowledge Center’s Biotech as puzzles and spot the difference The national coordinator of Nippon sQuizBox game. BIC collaborated with the Yoyogi Animation School, a chain of After the success of BiotechToons, The Biotech sQuizBox was animation high schools across Japan, the Global Knowledge Center on distributed to different research for the students to participate in Crop Biotechnology (KC) came organizations, private companies, the said cartoon contest. For the up with an innovative cartoon- government offices, and secondary students to have an idea on crop based material to introduce schools. It was also featured in biotechnology, the BIC director biotechnology that will appeal to various biotechnology workshops provided a PowerPoint presentation the younger generation, particularly and conferences in the Philippines. on biotechnology and other at the high school level. Biotech To widen the reach of this information materials to the school sQuizBox (Figure 13), an accordion- publication, a PDF copy was made chain’s administrator. In turn, the type cartoon publication, was available online through the ISAAA administrator briefed the students. developed by KC and illustrated website (www.isaaa.org). A private by a professional cartoonist who company bought copies of Biotech Upon grasping the idea, the participated in BiotechToons. sQuizBox for its outreach activities student-participants submitted their with young audiences. initial sketches through the school The cartoonist worked closely with administrator. From a total of 60 the team in developing appropriate A digital version of the game was sketches submitted, a shortlist of illustrations for the message frames. also developed to accompany the 35 entries was considered. The 35 Careful attention was made to the publication. It provides animated sketches, which qualified for the next artist’s rendition so that technical exercises and activities found in phase, were then polished (coloring accuracy would prevail over the print version but in a format and finishing touches), and only aesthetics. For example, the artist’s similar to typical computer and 19 finalists made it the next round. concept of contained trial as a walled online games so that young From the 19 entries, the final 12 were structure was changed to an open audiences will learn and have fun selected. These included the top screened area for plants. Harvested at the same time. The game has six, while the remaining six entries cotton for the market in baskets was levels corresponding to different

85 Cartoons: Tools to Popularize Crop Biotechnology

biotech topics. For example, an University of the Philippines Rural The students who answered the introductory component on wild High School (UPRHS) which was feedback questionnaire commented crops is followed by a definition co-sponsored by ISAAA, an exhibit that the digital games are effective of biotech and the need for crop highlighting the Biotech sQuizBox in teaching people about biotech improvement. Assuming that these in print, digital, and tarpaulin poster crops; are fun, entertaining, and levels are correctly answered, the board formats was displayed. The educational; and showed them player can then proceed to exercises digital games were a hit among that learning can be fun. They also on the gene, safety of biotech crops, the elementary and high school suggested that additional levels of and identification of biotech crops students who came from 40 schools. difficulty be incorporated and that available worldwide. Prizes such as key chains, button graphics be enhanced. pins, and candies were given to During the one-week Science students who completed the digital and Math Fair organized by the and poster board games.

Visual Representation of Science: Bt corn on 50 percent of the cartoons. Corn is the first and by far the only commercialized biotech crop How Cartoonists Define Crop in the Philippines. Results probably reflected the Biotechnology uncertainty felt by the public at a time when the crop was not yet available in farmers’ fields and its safety as ISAAA analyzed how editorial cartoonists from a food crop was still being debated. the Philippine national newspapers portray crop biotechnology (Navarro et. al., 2013). The researchers It was also during this period that frequent allusion randomly selected cartoons on crop biotechnology to Frankenstein’s creation was used to portray from the top three broadsheets in the country (both biotechnology (Figure 14d), hence the word in terms of readership and daily circulation), namely: ‘Frankenfood’ was a favorite word used by writers the Manila Bulletin (MB), the Philippine Daily Inquirer while cartoonists created its visual representation. (PDI), and the Philippine Star (PS). The cartoons Years after the commercialization of biotech corn— examined were published from 2000 to 2009 when the time when farmers were already experiencing the GM crops were first introduced and eventually benefits of the crop and science-based information commercialized in the country. Complementing the sources for writers and cartoonists are already study was a parallel analysis of 75 cartoons submitted available - the use of ‘Frankenfood’ as both textual to BiotechToons, a national contest on biotechnology for cartoonists organized by ISAAA and SEARCA BIC, in collaboration with PICCA in 2011.

Cartoons were analyzed by a coding team with each cartoon identified as a study unit and subjected to quantitative content analysis. A coding template was used to summarize the following variables: message, tone (positive, negative, neutral), prominent framing category used, and symbols or characters portrayed.

The research reveals that the cartoons published in national newspapers were negative (45%) in perspective with the rest as either positive (41%) or neutral (14%). Cartoons that appeared from 2000- 2003, the period before and during the early phase of biotech corn’s commercialization in the country, tended to be negative. Artists who did the first set of cartoons portrayed issues and concerns such as anti-biotech campaigns, protests/bans (Figure 14a), Figure 14. Sample cartoons on biotechnology doubts about food safety, and consumer fears (Figure published in national newspapers from 2000-2009 14c&d). Artists highlighted biotech crops, particularly continued on next page

86 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Figure 15. Benefits of biotechnology as perceived by BiotechToon cartoonists and visual metaphor eventually died a natural death. The science of biotechnology became a favorite message, showing how the research community was doing its share to bring benefits to farmers and Figure 16. Sample cartoons from BiotechToons consumers, thus assuring food security and poverty entries, 2011 alleviation. Cartoonists portrayed scientists with the products they developed in the laboratory or farmers development or breakthrough. Public accountability posing with their bountiful harvest (Figure 14b). frame to show demand for transparency with respect to procedures, regulations, and more public The study also analyzed the cartoon entries involvement and participation was used by 22 submitted to the BiotechToons contest. Since the percent of the cartoonists. Since the technology was theme of BiotechToons was on the benefits of crop perceived as unfamiliar territory, the scientific validity biotechnology, the prevailing message of 31 percent frame was chosen by 22 percent of the artists. of the entries was the progress or improvement in the quality of lives among farmers and consumers (Figure Cartoons in national newspapers were male- 15). Cartoonists had a more diverse portrayal of crop dominated in the depiction of characters or symbols biotechnology. This could be attributed to ISAAA’s used. Over 67 percent of the characters had male 10-minute biotech briefing to PICCA members. attributes. Preferred characters were the scientist, GM corn, farmer, and the consumer. Science symbols About 26 percent of the sample cartoonists in were the scientist often portrayed as a man in a newspapers framed biotech from a social progress laboratory gown, magnifying glass, microscope, perspective or defined it in terms of a new flask, test tube, and even the DNA (Figure 17). Corn,

Figure 17. Representation of a scientist by newspaper cartoonists (left) and BiotechToons artists (right).

continued on next page

87 Cartoons: Tools to Popularize Crop Biotechnology

Figure 18. Tag cloud of words used by cartoonists in newspapers and a sample cartoon with a word descriptor. Figure 19. Tag cloud of words used by BiotechToons whether a conventional or biotech variety, was the cartoonists most drawn crop. It was either depicted as a super hero or a ‘Frankenfood’ that attempted to instill fear (Figure 19). Again, artists conceptualized “benefit” among consumers. in terms of these keywords, which are similar to the visual images used. Biotech crops were identified Characters in BiotechToons were male scientists or as papaya, eggplant, rice or corn with any of the farmers who were portrayed as happy, smiling people following attributes: drought tolerant, vitamin- (Figure 16). Scientists were featured as developing enriched, virus resistant, or insect resistant. The biotech products that enabled farmers to reap the availability of more information sources motivated benefits of high yielding and pest-resistant crops. cartoonists to amplify their thoughts on the subject There was a trend to depict a “super” farmer, defined matter, hence, the use of key words, and phrases. by one artist as “one who uses biotech that gives power to increase crop yield and protects him from The study, in general, demonstrated that cartoons the agony of pest attacks and weather discrepancies.” as a popular art form can contribute to greater Women in the cartoons (Figure 16d) were relegated awareness and understanding of the technology to a wife or mother figure who either feared for the through the use of images that the public can relate safety of food or shared the happiness of the male to. These visual media can be a springboard into a characters in using biotech crops. Although there was transparent debate and discussion on a technology a tendency to portray women in a more positive light, that has benefits just waiting to be tapped. By their exposure was not significant. providing science-based information to cartoonists, particularly, those in the mass media, these visual In addition to visual images, cartoonists used words communicators can play an important role in making or phrases to highlight certain concepts. Words this possible. were not commonly used in newspaper cartoons. If ever, choice of words or phrases were limited to It is a positive and significant trend for cartoonists biotechnology, genetically modified, and “no” with to be able to put more substance in their symbolic an insignificant number using Bt, ban, gene, Golden representations of biotechnology and in the process, Rice, genetic pattern, and genetically engineered articulate key elements of the technology for the corn (Figure 18). The BiotechToons cartoons showed public. Artists’ articulation of a broader range of preference for the following terms or phrases: higher issues related to biotechnology through visual yield, improved (plants and animals), increased representation augers well for the better appreciation nutrients, health, more food, and safer environment of the science.

88 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Internet: The Global Medium in Crop Biotech Communication 9

With contributions from Clement Dionglay and Eric John Azucena

Internet is the newest form of simplicity, the low cost of the communication medium, yet the hardware, the zero cost distribution, fastest growing and perhaps the and the available space for everyone most popular nowadays. According (Carrada, 2006). The availability of to the website Internet World Stats, information in the web on different there are around of 2.40 billion subjects and interests allows the internet users worldwide as of people to find convenient time June 30, 2012 compared to the in terms of acquiring information technology’s statistics 12 years ago they need, usually free of charge. (as of December 31, 2000), which The Internet also allows people to only recorded about 361 million connect and communicate face-to- users. For only a decade two years, face in real time even with distances the Internet had already generated halfway across the globe. The power 566.4% increase of usage. The latest of the Internet as a communication statistics also indicate that 34.3% of tool is overwhelming that its features the world’s population are using the are being taken advantage of in Internet. The Internet has conquered the present—be it for information even the developing world. In Asia dissemination, entertainment, alone, the number of Internet users education or persuasion among account for 44.8% of the world users, others. which is equivalent to over 1 billion. In Latin America, there are about 255 million Internet users while there Internet for Science are recorded 167 million recorded Communication Internet users in Africa. Most of the Internet’s features were Internet actually comprises actually developed for the purpose several communication media of research. As Trench (2008) and technology such as electronic claimed, the Internet in its various mail (e-mail), file transfer protocol, forms has scientific communication World Wide Web, Voice over indelibly inscribed into its fabric, Internet Protocol (VoIP), and social and Internet communication is networking. It seems to have thoroughly integrated into the everything required to become practice of science. Most of the the paradise of communication, routine activities of scientists without most of the restrictions set nowadays are facilitated over the by traditional media. Everyone can Internet: calls for papers, editing of publish on it, thanks to its technical

89 Internet: The Emerging Medium in Crop Biotech Communication

journals, hosting of conferences, and publication from its centers, Internet users find information by sharing of data, authoring of programs, projects, and initiatives, passing through three types of web papers, publication of conference which they consolidate as an online traffic sources to reach a website. proceedings and journals, and newspaper they call as the CGIAR-on- One of these traffic types, and many more informal exchanges Twitter Daily. probably the most exhausted type and encounters. Recently, virtual for general information exploration, meetings of scientists from different is the use of search engines. Search parts of the world can now be ISAAA’s Internet-facilitated engines are online programs that facilitated by Internet-mediated Information Exchange and search documents related to the technologies such as Skype, a keywords entered by the users. The communication service for web calls, Dissemination most popular search engines include and instant messaging. Google, Yahoo, and Bing (eBizMBA, One major mission of the 2012). Another source of visitors is But the Internet is a medium, not a International Service for the the direct traffic, which is the path message in itself. There are plenty of Acquisition of Agri-biotech taken when the Internet user goes excellent websites in which scientific Applications (ISAAA) is to foster directly to the website address, information is being archived, knowledge-based and transparent which is a specific character string discussed, and explained, and which decision making on crop known as the uniform resource are used by scientists as research biotechnology. ISAAA facilitates locator (URL). This traffic type is often tools or by anyone (Clarke, 2008). and supports the sharing of used to visit websites with URLs Effective science communication, no information and experiences among that are easy to remember. The last matter how innovative the channel different stakeholders through its type of web traffic source is called is, will still be ineffective if the Global Knowledge Center on Crop referring sites, which are domains content or the message is inefficient. Biotechnology, more popularly and pages that provide links to a known as the KC. Complementing particular website. its science communication efforts is its network of 25 Biotechnology In 2010, ISAAA made some Crop Biotech Communication Information Centers (BICs) and through the Internet modifications in the website country nodes. content to increase the visibility of the website in search engines. Just like other disciplines in science, Internet plays a major role in KC the Internet also plays a crucial role This technique of driving web and BIC’s information dissemination traffic to websites is called Search in disseminating information on and knowledge sharing among crop biotechnology. For instance, Engine Optimization (SEO). SEO the target stakeholders of crop involved several modifications many agricultural universities and biotechnology and its applications. research institutions use their in the website such as keyword The target stakeholders include linking, keyword prominence and organization websites as room to policy makers, scientists, the share to the public their discoveries, proximity, and internal linking. These academic community, media, steps significantly increased the research results, and breakthrough farmers, the private sector, through press releases. Aside from interaction of the ISAAA website consumers, and others involved with both users and search engines. websites, social networks like in the agriculture. Even in the Twitter and Facebook, along with communication among BIC According to the website statistics web applications that complement networks, Internet-mediated these sites such as Paper.li’s online monitored by CGNET, visits from channels, particularly the electronic search engines increased from 31.23 newspaper, are also tapped to mail and VoIP, are very crucial disperse to the public the latest news percent in 2009 to 59.8 percent in because of the great distances of 2010 (Figure 20). This implies that on crop biotechnology. Paper.li is a these networks from each other. content curation service that enables more Internet users were led to the ISAAA website when they entered people to publish newspapers The ISAAA website (www.isaaa. based on topics they like which certain keywords related to ISAAA’s org), is an information-rich abode, content in search engines. On are usually derived from Twitter, containing a variety of publications, Facebook, or Google+ content the other hand, direct traffic and videos, presentation slides, and news referring sites were also useful in (Paper.li, 2012). The Consortium of articles about crop biotechnology. It International Agricultural Research leading internet users to the ISAAA also houses a database of approved website. Centers (CGIAR), for example has biotech crops, which was launched a daily summary of the tweets in 2011.

90 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Figure 20. Visits to www.isaaa.org from different web Figure 21. Total website visits per year (2009-2012) traffic sources (2009-2012)

Visits to the ISAAA website continue instantly delivers news on crop and Vegetables in the Philippines and to increase over the years. The total biotechnology to readers in a Indonesia, Brief 40 (Communicating website visits recorded for 2012 is standard file format eliminating the Crop Biotechnology: Stories from 788,052, which is significantly higher need to visit the website (Figure Stakeholders), Bt Cotton in India, than the visits during the previous 23). RSS is the format often used to Pocket Ks, and Biotech Country years (Figure 21). Since 2009, the deliver regularly changing content, Facts and Trends also garnered high month with the highest visits in a which are read by viewers using downloads in 2012 and in the past year was the same month when a feed reader or news aggregator years (Figure 24). the annual Brief on the Status of software. Next to the CBU RSS, the GM Crops Commercialization was pages with the most number of ISAAA BICs also maintain their own launched. Hence for 2012, the month views are the ISAAA homepage websites to maximize information with the highest website visits and the CBU articles. Several ISAAA sharing and to tailor-fit the content (65,671) was recorded in February, publications available in the website with the visitors from their own when ISAAA Brief 43 Global Status of have been consistently downloaded countries (Table 4). These include the Commercialized Biotech/GM Crops: by visitors from different countries. BICs in Malaysia, China, Indonesia, 2011 was released. The most downloaded material in Iran, India, Pakistan, Philippines, 2012 is Agricultural Biotechnology: A Korea, Thailand, Vietnam, and Egypt. From 2009 to 2012, most of the Lot More than Just GM Crops, which The contents of the BIC websites are website visitors came from the is a booklet containing general in English except for the websites of U.S.(Figure 22). Australia had the information about biotechnology China, Korea, and Thailand, which second most number of visitors published in 2010. Media, Messages, use the national language. Other in 2012, followed by the U.K. A and Metaphors, the third monograph websites are available in both significant number of website of the Biotech Communication English and the national language visitors from developing countries Series, also had an exponential such as the websites of Indonesia, such as China, India, and the increase in the number of downloads Vietnam, and Egypt BICs. Philippines were also recorded. This since it was published in 2011. indicates that information on crop Annual briefs on the global status All BIC websites provide overview biotechnology have been made of commercialized GM/biotech about the Centers and ISAAA, available for free in these countries, crops and derivatives such as the including the vision, mission, contact where lack of resources for food and executive summary, highlights, press details, and the primary activities knowledge are common problems. releases, and presentation slides being conducted by the BICs. The were also consistently downloaded websites also present information The most accessed page in the by a number of visitors in 2012 and and links to major publications of website has consistently been in previous years. Other publications ISAAA and other BICs. Local and the Crop Biotech Update (CBU) such as Projected Impacts of international news on biotechnology Rich Site Summary (RSS), which Agricultural Biotechnologies for Fruits are available in most of the BIC

91 Internet: The Emerging Medium in Crop Biotech Communication

websites, some of which include form also allows interaction between newspapers published by clubs, translated versions of news from the the BICs and the stakeholders. societies, schools, associations, and CBU. companies to provide information With the versatility of Internet as a to their members, customers, Some of the BICs added unique medium, ISAAA uses other means students, employees, or clients. contents in their websites. Malaysian of information dissemination aside Printed newsletters take longer time BIC, for example, posts the academic from the website to maximize to produce. They are expensive to institutions that offer biotech knowledge sharing. These include deliver, and they cannot be updated courses in Malaysia to assist visitors sending e-newsletter and use of as quickly or often (Potluri, 2011). who are interested in studying social media. Thus, when electronic mail (email) biotechnology in the country. gained popularity over printed Vietnam BIC features updates on GM correspondence, newsletters crop policies applied in the country. ISAAA’s Crop Biotech Update delivered electronically, also known The India BIC site contains videos E-Newsletter as e-newsletters, became widely and animations on biotechnology, accepted. that it has produced. Newsletters create or increase awareness as they give readers Electronic newsletters are sent Most of the BIC websites have a information on topics that they to subscribers using their email dedicated page for comments and are interested in. Examples of addresses. They are faster to suggestions from visitors so as to newsletters are leaflets, flyers, and distribute because they do not improve their websites. The feedback involve long production and mailing

Table 4. Summary of BICs’ website contents

BIC URL CONTENT LANGUAGE Malaysia www.bic.org.my MABIC’s mission, vision, objectives, stakeholders, and activities; brief English (MABIC) overview of the host organization (ISAAA); news and events about biotechnology, downloadable materials from ISAAA, other BICs, and related organizations; links to other BIC websites; academic institutions offering biotechnology courses in Malaysia China www.chinabic.org Overview of ISAAA and other BICs; overview of CABIC; CBU; Chinese (CABIC) international news on biotechnology; links to downloadable materials from ISAAA and other BICs; links to related websites Indonesia www.indobic.or.id IndoBIC’s mission, vision, and activities; news on biotechnology; FAQ English/ (IndoBIC) on biotechnology; photo gallery; links to related websites Indonesian India (IndiaBIC) www.isaaa.org/india Overview of India BIC, its mission, and host organization; featured English videos and animations for crop biotech; links to downloadable materials, links to ISAAA and related websites; latest news on biotech in India and worldwide; events on biotech Pakistan www.pabic.com.pk Overview of PABIC objectives; links to related websites and English (PABIC) downloadable materials mostly provided by ISAAA; local and international news on biotech; core information on biotech (Pocket Ks) Philippines www.bic.searca.org SEARCA BIC’s goals, objectives, and activities; news and events English (SEARCA BIC) on biotechnology in the Philippines; downloadable materials; announcements on biotechnology; links to other BICs and related institutions on biotechnology South Korea www.isaaa-korea.or.kr Overview of Korea BIC; news and updates on biotechnology; link Korean (KBIC) to related websites and ISAAA’s publicity materials; Korea GMO database Thailand www.safetybio.agri.kps.ku.ac.th Overview of BBIC and biotechnology; news and updates on Thai (BBIC) biotechnology; activities and events on biotechnology; FAQ on biotechnology; downloadable materials on biotechnology particularly the BBIC newsletter; links to related sites Vietnam www.agbiotech.com.vn News and events on biotech; updates on policies related to crop Vietnamese/ (Ag Biotech Vietnam) biotechnology in Vietnam; FAQ on biotechnology; CBU English Egypt www.e-bic.net Overview of EBIC and its partner organizations; news on Arabic/English (EBIC) biotechnology; educational videos from ISAAA and BICs

92 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Figure 22. Top 10 visitors based on number of pages viewed (2012)

Figure 23. Most accessed ISAAA pages in 2012 time (Sengenberger, 2011). This In 2000, ISAAA took an active usually come from websites of format allows direct links to the effort to reach more stakeholders universities, agricultural research e-newsletter publisher’s website, in the developing world to offset institutes, government agencies, and and encourages easy forwarding to the predominantly developed multinational agricultural companies non-subscribers. According to Potluri global clientele of its website by around the world. ISAAA’s BICs also (2011), an electronic newsletter launching the Crop Biotech Update provide crop biotechnology updates is a cost-effective informational (CBU) through the KC. The CBU from their host countries. publication that can deliver (Figure 25) is a free subscription, messages to a truly global audience weekly e-newsletter summarizing The CBU’s first issue was sent to instantly. Moreover, Barksdale (2010) global news on biotechnology 65 contacts in January 2001. The points out that e-newsletters enable and agriculture with implications recipients included scientists, organizations to reach the right for developing countries, research researchers, decision makers, people with the content they are highlights, links to important members of the academe, and interested in receiving. documents, announcements of media representatives. Aside from events, and related topics. Sources sending the CBU to subscribers’ of information for the weekly emails, the e-newsletter is also news on crop biotechnology uploaded weekly in ISAAA’s website

93 Internet: The Emerging Medium in Crop Biotech Communication

Figure 24. Number of downloads of ISAAA publications from 2009 to 2012

to increase its readership and Later on, the CBU was translated was widely acknowledged as a good to reach non-subscribers. More to different languages to widen its source of information on biofuels, subscribers were then added to reach and to provide latest updates particularly to the subscribers the CBU’s fast growing mailing on crop biotechnology to non- involved in biofuels industry. list after its first issue. Increased English speakers. The CBU’s first subscription requests were then major language translation was in In February 2011, a new section received from students, researchers, Italian, published in December 2004, called Beyond Crop Biotech was also and government and private sector and distributed to a group of over added to the CBU’s regular sections representatives from all over the 1,500 Italian-speaking subscribers. A to provide its readers with relevant globe. The BICs helped create French translation was also created non-crop biotech news. awareness about the CBU and to reach potential subscribers in increased its subscription by inviting French-speaking Africa. Eleven years after its launch, the potential subscribers from their host CBU’s recipients list grew to more countries. They invite participants A bi-monthly Biofuels Supplement than a million subscribers in 200 of BIC-organized events such as to the CBU was introduced in countries (Figure 26). Extensive workshops, seminars, and trainings November 2006 to provide current cleaning of the list for duplicates to subscribe to the CBU, and send biofuels news and trends, focusing and expired email addresses their consolidated mailing lists to on energy crops and feedstocks, was done from December 2012 the KC for inclusion in the recipient biofuels programs, processing, and onwards. The list does not include database. policy and economic issues. This the number of recipients from other

94 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

(Patrick von Aderkas, professor of Biology, University of Victoria, Canada; subscriber for 5 years) • “I am a member of GMO Risk Assessment Commission in Turkey. So, CBU is very useful to Figure 25. CBU logo and banner my work. I get many information on GMOs in advance.” (Kenan subscription and distribution lists crop biotechnology because of Turgut, professor at Akdeniz that republish or redistribute the its global coverage. They found University, Turkey; subscriber for CBU to their respective subscribers. the CBU informative and even 2 years) The KC and BICs work together to use it to update their respective • “I obtain many scientific and actively seek potential subscribers countries’ biosafety committees, practical information on who are interested in receiving the risk assessment procedures, biotechnology, which helps me CBU, which is now available in 11 and regulatory dossiers. These in teaching students.” (Jure Beljo, other languages including Arabic, subscribers also find the CBU’s Faculty of Agriculture, University Bahasa Indonesia, Bangla, Chinese global news updates and research of Mostar, Croatia/Bosnia and (simplified and traditional), French, highlights most useful. Subscribers Herzegovina; subscriber for 10 Japanese, Portuguese, Spanish, Thai, who are faculty members and years) and Vietnamese. Most of the CBU academic staff of colleges and • “Very helpful in giving lectures, translations are done by the BICs into universities use the newsletter’s discussions during scientific their respective languages. Aside contents as instructional materials in meetings, and advising students, from the recipients of the English their lectures and even recommend postdoctorals, and faculty CBU, separate interest groups receive their students to subscribe to members. CBU is doing a superb the French, Japanese, Portuguese, the CBU. Below are some of the job.” (M.M. Johri, professor at and Spanish translations. subscribers’ comments: Tata Institute of Fundamental Research, India; subscriber for 10 Based on an e-survey in 2012, the • “It helps more in teaching than in years) CBU subscribers include students, research. It has an international • “Keeps me up to date with faculty and academic staff, scientists flavor and the tone is good. I’m progress around the world, and researchers, representatives glad that the research bits are especially items that may be of of private companies, members of on real articles and not on more interest to the GM debate in New government and non-governmental debatable ‘trends’ type articles.” organizations, policy makers, and media and communication practitioners (Figure 27). Recipients from the developing world account for over 80 percent of total subscriptions. A listing of 2,273 institutions in Appendix 1 (universities, research institutions, private companies, government sector, non-governmental organizations, and media) reveals the extensive reach of the CBU.

E-surveys for the subscribers are conducted every two years to gather feedback on reader satisfaction, usage of CBU content, and suggestions for improvement. Comments from the e-survey conducted in July 2012 imply that readers view the CBU as an excellent tool to keep them informed about the most recent advances in Figure 26. World map showing countries with CBU subscribers

95 Internet: The Emerging Medium in Crop Biotech Communication

Through the website, the CBU Crop Biotech Update Subscribers newsletter, and other publications, Pro le by Occupation ISAAA serves as a vector of information influencing visibility and virality of information on Students (36%) biotechnology. CBU writers Faculty/Academic Sta (32%) repackage information on crop Scientists and Researchers (11%) biotechnology into short and Private Sector (9%) concise articles that can be easily read, digested, and shared by the Government (6%) readers. According to Johnston NGOs (4%) (1998), the most remarkable Policy Makers (1%) characteristic of information at Media and Communication (1%) the human level is its viral power or its tendency to proliferate. n = 550,463 Information can be multiplied once the message from the primary source is transformed and packaged Figure 27. CBU subscribers’ profile according to occupation into something that looks like a new form, yet still is considered as a replica of the original information. Zealand.” (Chris Jones, scientist Eighteenth century mathematician at AgResearch, New Zealand; and philosopher Jean Le Rond subscriber for 2 years) d’Alembert best describes Send to a Friend • “I am updated with biotech to information -“ the blood and the help my customers understand fuel, the vital principle” of the CBU articles are multiplied when what is happening in the world (Nunberg, 2011). Since the the subscribers and the website marketplace and main trends.” conception of the information visitors share the information to (Cecilia Plascencia, journalist from theory in late 1940s, all fields of their colleagues. Thus, the CBU AgVantage, Mexico; subscriber science and communication have eases this act through the “Send to for 6 months) advanced towards transformation of a friend” button below each article. • “I get information about processes and exchanges into a form From 2007 to 2011, ISAAA has new trends in biotechnology that can be assembled, dismantled, recorded that CBU articles have been and status of advancement invested, and exchanged. Such forms forwarded through this feature 4,392 in different research groups in sequence of symbols or words are times. In 2011, most of the articles of developing countries.” called information, which is neither (20%) that have been forwarded by (Muhammad Baqir Hussain, a language nor a medium (Johnston, the readers were from the Asia and PhD student from University of 1998), but a message. the Pacific section, followed by the Agriculture, Faisalabad, Pakistan; articles from the Americas (18%), subscriber for 2 years) Life sciences such as genetics and and research section (13%). The most biotechnology have been part of viral article for that year was the this information revolution. Francis research article on the purification of Multiplicity of Information Crick, one of the discoverers of recombinant proteins expressed in through the CBU the DNA structure, used the word plants. information in quotation marks, The Internet is certainly a powerful as if a metaphor, to describe how Aside from the Send to a Friend medium of dissemination, but it is protein copied a sequence of button, readers can also easily share equally important that the message nucleic acids from another. Later on, the CBU articles in social media sites passed on is accurate and can molecular biologists were referring through the Facebook and Twitter explain the complex ideas to the to bits of information without sense share buttons placed at the end of general public. This combination of of metaphor (Nunberg, 2011). At each article. medium and message could pave present, information is a common the way towards multiplication of word, but its relevance in all fields knowledge among stakeholders. remains unchanged.

96 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Figure 28. Flow of information through the CBU

Links to CBU followed by Msu.edu (Michigan in websites of other non-profit State University), and Monsanto. organizations and consortia ISAAA monitors traffic to the co.uk (Monsanto UK). On the other such as Truth About Trade and website using Google Webmaster hand, 782 links from 39 domains are Technology, Asia-Pacific Consortium Tools, which records the visibility directed to the main page of CBU. on Agricultural Biotechnology of website pages. KC’s web page Rabnena.net (Regional Agricultural (APCoAB), Meridian Institute, Council (www.isaaa.org/kc) contains the Biotechnology Network) has the for Biotechnology Information, titles of CBU articles with links to most number of links to the CBU and AfricaBio. The Foundation the content. This page has a total page. The most linked CBU article is for Biotechnology Awareness of 2,516 links from 465 different the news release about the launch and Education (FBAE) and the domains. Seedquest.com, a website of ISAAA’s GM Approval Database, Regional Agricultural Biotechnology that features news and other posted on the website on April 8, Knowledge Network (RabNet) information for seed professionals, is 2011. feature the whole issue of the CBU the domain with the most number in their websites. Other science of links (32%) to the KC website, CBU articles are constantly cited or agriculture news websites also

97 Internet: The Emerging Medium in Crop Biotech Communication

pick up news from the CBU such For a life science field such as After eight years since its conception as Checkbiotech, Bioportfolio, and biotechnology, this advantage in 2004, Facebook has been leading AgbioWorld. Government websites is very important so the general the pack of social media sites. It has also feature news articles from the public would be equipped with changed not just the definitions of CBU such as the Korea Biosafety knowledge that could influence their the words like, fan, friends, wall, and Clearing House. decisions towards appreciation and timeline but also how interactions utilization of technologies. Today, are fostered online. Facebook started ISAAA BICs and partner scientific information like what is as a campus network formed by organizations translate selected CBU delivered by the CBU, is free-flowing Harvard student Mark Zuckerberg news articles in other languages and multiplying in various forms to containing profiles of the university which are posted in the ISAAA maximize its reach that is beyond students and staff. After two years, website and the partners’ websites. measure. the network became open not just These articles were also captured for educational institutions but to by non-English websites for third- anyone who has an e-mail address party publication. For instance, a Social Media: Transforming (Phillips, 2007). Developers of the CBU article translated in Spanish Interactions in Biotech social network continue to innovate was posted in ArgenPapa.com.ar, an to further improve their services. As agriculture news website produced Communication of June 2012, Facebook has almost in Argentina. Argytec.com, another one billion monthly active users and Spanish website on agribusiness With the emergence of social media, about half a billion users log daily in picked up the same news, but cited an individual can now communicate their personal Facebook accounts ArgenPapa.com.ar as their source. with hundreds, or even thousands of (Facebook, 2012). Thus, CBU news articles are not just people about different issues such as multiplied in a linear direction using biotechnology. Aside from personal accounts, one language but through different Facebook also enables users to channels and languages (Figure 28). Social media refers to the various put up community pages. This online tools that support social type of profile is usually used by A number of institutional and interaction between users. The organizations to establish presence personal blogs also republish CBU term has been used to describe in the social network and reach articles. These include Food Security recent sociotechnical systems that out to more audiences online with and AgBiotech (FS-BT), GMO have emerged in early 2000 such the goal of having continuous Pundit a.k.a. David Tribe, Benjamin as email, discussion forums, blogs, interaction with them. Warr’s blog, and The Second microblogs, text messages, chats, Green Revolution by Margaret C. social networking sites, (SNS), wikis, Since it is the goal of ISAAA’s KC Boardman. photo and video sharing sites, and to inform the public about crop multi-player gaming communities biotechnology, KC maximizes ways Some online news search services (Hansen et al., 2011). to increase exposures to the public. such as Scoop.it, Silobreaker, and In June 2011, ISAAA entered the All Top feature CBU news articles in In 2002, social networking sites world of social media through their biotechnology section. started to change communication Facebook, Twitter, and Wikipedia to and relations through the Internet share learning and engender action Aside from newsletters, information with the launching of Friendster, on biotechnology. from the CBU has been useful in where individuals could freely exchange ideas with their virtual research. ISAAA has recorded over ISAAA’s Facebook Insights 30 scholarly articles citing the CBU friends (Nickson, 2009). Such form of virtual interaction was as a source. These sources include One unique feature of Facebook, is further repackaged by other social those that were published by that it has its own measure for web communities such as MySpace, PlosOne, Elsevier, African Journal of popularity and reach. The reach of a Multiply, LinkedIn, Facebook, Biotechnology, AgBioForum, and Facebook community page can be and Twitter. According to a study Journal of Agricultural and Food measured through the “likes” or the conducted by Pew Research Center Chemistry. number of people that have signified (Lenhart et al., 2010), more adults their interest in the Page by hitting have multiple social media accounts, The flow of information is beyond the like button on the timeline/main implying that these are necessary in inhibition and cannot be exactly site of the Facebook page. These order to be updated with their social quantified, especially if the people are referred to as Facebook media contacts or topics of interests. information has become viral. fans.

98 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

As of December 2012, ISAAA has For the same time period (December effective means of MABIC in reaching more than 508 likes or fans. The total 2012), the most used language of out to the younger generation. number of friends of ISAAA’s fans are ISAAA’s Facebook fans is English, 279,000, thus this is the maximum followed by Spanish and French. On the other hand, the ISAAA South reach of ISAAA in Facebook. With Asia Center also maintains a personal the use of a tag cloud generator BICs on Facebook. Aside from the Facebook account for Mandy and (tagxedo.com), Figure 29 presents ISAAA Facebook page, other three Fanny, the biotech crop characters of the frequency of fans per country. BICs also use Facebook to maximize the comic book published by the BIC The country with the most number web presence. The Malaysian BIC in 2011. After more than a year since of fans (188) is the Philippines, launched its Facebook page in March the book’s conception, Mandy and followed by Malaysia, U.S., India, and 2011 with an objective of sharing Fanny now has over 1,000 Facebook Kenya. events and photos to biotech friends. The Center shares links supporters in Malaysia. It also aimed to Mandy and Fanny’s friends the Figure 30 shows the demographics to know the perceptions of its fans relevant articles on biotechnology of ISAAA’s Facebook fans. There is an through Facebook surveys. Through in India as well as announcement of equal distribution of fans in terms of the MABIC page, the Malaysian team the Center’s activities. gender in all age groups. The largest was able to reach out and sustain age group talking about ISAAA on the connection with the participants ISAAA AfriCenter maintains two Facebook is 18-24 years old. This in its activities. The MABIC Fanpage Facebook pages, one for Open is similar to the results of a study has recorded over 460 “likes” since Forum on Agricultural Biotechnology by Pew Research Center in the U.S. its launch, mostly from the youth. (OFAB) Kenya, and another for the released in 2010. They found that Aside from Facebook, MABIC also Center itself. OFAB conducts monthly the youngest adults (18 to 29-year- maintains other social media meetings for key stakeholders to olds) belong to the age group that is accounts such as Blogger, LinkedIn, share knowledge and experiences most likely to go online even as the and Wikipedia for professional on the benefits of biotechnology Internet users have grown over the networking and information to the African agricultural sector. years. They also reported that both dissemination, respectively. Social The Facebook page of OFAB serves male and female are equally likely to network has increasingly become an as an extension platform where go online. exchange of ideas could be fostered. The moderators also use the page to share updates on biotechnology in general. The ISAAA AfriCenter Facebook page has more than 72 followers in less than one month after it was launched.

In general, ISAAA and its BICs use Facebook to exchange relevant information on biotechnology, generate discussion, get additions in the mailing list, answer inquiries on ISAAA/BIC activities, promote contests, connect to activity participants, and sustain connection with the contacts.

Learnings on Facebook. Through more than a year of using Facebook, ISAAA learned the importance of improvising engagements in social media. This means that the content in the Facebook page must be different from the wealth of information readily available in the Figure 29. Tag cloud of ISAAA Facebook fans per country (as of December website to drive more traffic and 2012) other audiences to Facebook that

99 Internet: The Emerging Medium in Crop Biotech Communication

Figure 30. Gender and age of ISAAA Facebook fans

are not usually compelled to visit he announced in an article that he Another BIC that maintains the website. In addition, science was going to create his own web a blog is MABIC, which was topics such as biotechnology is page to record his web surfing launched in July 2008 and has not a popular topic of discussion in activity. In less than 12 months recorded over 22,600 visits and Facebook, thus, the moderator must after his announcement, a blogging a steady stream of comments devise ways to be noticed amidst community has emerged (Johnson, since its inception. The blog the surge of other interesting topics 2012). ‘Blogs’ are hypertextual web mainly focuses on biotechnology roaming around social media sites. logs which people use for new communication, latest development forms of journaling, self publishing, in biotechnology, MABIC events, ISAAA placed ‘share’ buttons on and media/news-critique (Kahn and in dispelling misinformation on each page of the CBU articles to and Kellner, 2010). It is a venue for biotechnology. To access MABIC’s encourage the readers to share with writing where an author or group blog, visit http://malaysia4biotech. ease the information they read to of authors (blogger/bloggers), blogspot.com/. their friends, and at the same time to post their work (blog posts) to web widen the reach of the information pages (blog) that display their posts ISAAA on Twitter from CBU articles. in reverse chronological sequence (Davis and McGrail, 2009). Ten years after Blogger was According to social media expert launched, microblogging, a David Kerpen of a social media ISAAA’s blog, http://isaaablog. new variation to blogging, was agency Likeable, it is important to blogspot.com was launched in introduced in 2006 by Twitter. As a update the Facebook page once May 2012 and hosted for free by social networking service, Twitter a day (Kerpen, 2011). This is the Blogger.com. Blog entries are combines elements of blogging, tolerable amount of post for fans, mostly announcements of new text messaging, and broadcasting who could get aggravated if a ISAAA publications, with the (Arceneaux and Weiss, 2010). It community page appears on the monograph Science and Popular allows users to read, write, and share news feed frequently. Posting less Media: How Cartoonists Visualize messages of up to 140 characters. than this might lead the fans to Crop Biotechnology being the most These messages, or tweets, are ignore and forget about the page or read entry, followed by Clive James’ available to anyone interested in consider them as inactive accounts. commentary on the 2012 USDA reading them, whether logged in to Crop Acreage Report. All blog entries Twitter or not (Twitter, 2012). Blogging Biotechnology have corresponding links to the ISAAA webpage. ISAAA’s blog had Twitter has been described as the Years before Facebook and Twitter 5,208 page views since its creation, short message service (SMS) of the were launched, an earlier type of with the United States topping the Internet because it allows its users social media existed in the form of list of countries with most viewers, to send short, instant bursts of blogging. Blog, the shortened form followed by Philippines, Colombia, information in a system designed of “weblog” was coined by Jorn Germany, and India. for viral distribution (Lasorsa et al., Barger in December 1997 when 2012). Twitter was founded in March

100 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

2006 in San Francisco, California, and ISAAA’s tweets are sent on Fridays, to biotechnology. Each staff has his/ went public in August of the same using CBU article titles and their her own followers and tweets are year (Arceneaux and Weiss, 2010). respective links to the news article focused on latest developments on Conception began when its creator on the ISAAA website. Similarly, biotechnology and events. Jack Dorsey and his colleagues at data from the Global Status Brief Odeo, Inc. sketched an SMS-based were rewritten in Twitter-friendly Learnings from Twitter. After three social network code named “twttr” format to be used as tweets and years of using Twitter, ISAAA learned (Sagolla, 2009). Originally meant to provided with links to the pages on that new forms of communication be a cell phone application (Lasorsa the website. New publications from such as social media are powerful et al., 2012), Twitter changed ISAAA and the BICs are also tweeted tools in getting a message across blogging and social networking as soon as they are uploaded in the different audiences. Twitter’s vocabulary by giving the words website. almost instantaneous speed friend, follow, post, and message a of disseminating information completely new set of definitions. It The total number of followers of has changed the way people has grown from 50 users in 2006 to ISAAA followers is 2,167,819, which communicate with each other. The 140 million active users posting 340 also makes it the potential maximum brevity of Twitter’s 140-character million tweets a day in March 2012 reach of ISAAA in Twitter. ISAAA’s tweets may be limiting, but (Twitter, 2012). tweets were retweeted 306 times it allows for what is essential. and mentioned 198 times by its Repackaging information suited for Twitter users can follow other users followers in their own tweets. microblogging is thus important or are followed back. Unlike on @isaaa_org belongs to 1,230 Twitter for followers to find it useful. These most online social networking sites, Communities and listed in 50 Twitter bits and pieces of information such as Facebook or MySpace, the Lists. disseminated through Twitter should relationship of following and being be different from what is already followed in Twitter does not require ISAAA’s influential followers include available on ISAAA’s website, but reciprocation. A user can follow foundations, universities, and must complement such content to any other user, and the user being individual experts. The top three encourage traffic. followed need not follow back (Kwak languages used by @isaaa_org et al., 2010). Being a follower on followers are English (77%), Spanish ISAAA and KC on Wikipedia Twitter means that the user receives (11%), and Portuguese (3%). all the tweets posted by the users The online encyclopedia known as that they follow in their timelines BICs on Twitter. Five BICs are also Wikipedia is one of the major sources (Twitter, 2012). using Twitter and maintaining their of information in the Internet. Thus, own user accounts. The BICs use ISAAA created Wikipedia entries ISAAA saw the opportunity of Twitter to maximize their exposure about the organization and its reaching more audiences through in the internet by tweeting their knowledge sharing arm, the KC. Twitter, and launched @isaaa_org activities, new publications, events, MABIC followed suit and has an in June 2009. From 82 followers and the latest agri-biotechnology entry on its establishment. during its first year, @isaaa_org has news from their respective countries. 944 followers from 69 countries in Though Wikipedia is primarily an December 2012. Available follower ISAAA South Asia Center launched information source website, it is profiles show that 499 individuals a Twitter account named after their also considered as a social media following @isaaa_org on Twitter cartoon publication Mandy and site because of its multi-contributor include scientists, university and Fanny in 2011; it has 107 followers as function. Lih (2004) describes college professors, journalists, of December 2012. Indonesian BIC this interaction as an example of managers, consultants, sales launched their Twitter account participatory journalism, because and marketing people, students, @indoBIC in May 2011 and it has 38 Wikipedia allows many-to-many farmers, artists, and bloggers. followers as of December 2012. Two communication among users. Using Organizations following @isaaa_org more BICs launched their respective the Wiki software, contents can be vary from 120 private, public, and Twitter accounts in 2012. Philippine added and/or edited by any user non-governmental groups. The U.S. BIC launched @searcabic in March following the editorial criteria set by has the most number of followers, and it has 62 followers, while ISAAA the website to maintain credibility followed by U.K., Kenya, India, and AfriCenter’s account @afri_isaaa of information. These criteria include Brazil. launched in August with 403 neutrality in tone, and citation followers. MABIC staff has personal of verifiable and reliable sources Twitter accounts that are dedicated (Wikipedia, 2012).

101 Internet: The Emerging Medium in Crop Biotech Communication

Wikipedia has gained popularity because of the vast content available for free in the website. However, being open to editing would need regular monitoring by Wikipedia administrators or the contributors to maintain the reliability and consistency of information.

Social Media: Science Within Reach

In one of his interviews, actor-writer and science enthusiast, Alan Alda (2012) explained that scientists must understand the importance of making their work understandable to the public to achieve scientific progress. Scientific information should be delivered with clarity to funding agencies, policy makers, students, and even to other scientists. The basic gauge is that researchers should be able to make their grandmothers understand their findings.

Reporting science through multi- channels such as the Internet and the social media in understandable ways could advance complex fields of science such as biotechnology to be better appreciated and eventually accepted by the general public.

102 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

Invigorating the Biotech Communication Landscape: Explorations into Other Communication Modes 10

A paradigm shift has occurred issues further show the need for the in the public communication of public to assume a more dynamic science and technology. In the role in the discussion and debate early years, it was enough to mainly of technology. The idea of facing disseminate research findings public dissent became an important and achievements and at times to driver and the communication of feature the scientists behind the science moved towards a new form discoveries. The public, if at all, was of public engagement that was inaccurately regarded as an empty more deliberative, participative, receptacle to which information and encouraged dialogue-oriented could be poured in. It was assumed decision making (Kurath and that scientific breakthroughs would Gisler, 2009). This consensual be readily accepted by passive form of communication or end users. However, the role of upstream engagement encourages science communication is not just institutional reflection where to merely inform the public about decision makers question their new discoveries but also to gather assumptions and consider a wider feedback and opinions about the range of alternatives. technology. Scientists need to be in the action The public understanding of of events and in the deliberation of and support to science assumed issues. The public, in turn, becomes prominence when research and part of the cycle of research, policy required government development, and diffusion with investment. Public acceptance of interest groups assuming a role in projects such as nuclear energy better understanding of science technology called for deliberate and technology. Together, questions and planned appreciation for about uncertainty, ownership, access science communication to thwart and control, among others can be people’s opposition to the science- answered (Stilgoe and Wilsdon, centered activities that were being 2009). made. Hence, the one-way flow of communication moved towards The trend in many countries has communication that involved been for public communication dialogue and discussion. of science and technology to be taken seriously within governments The new and emerging fields and other institutions. The number such as biotechnology and of actors involved in science nanotechnology with their many communication is increasing,

103 Invigorating the Biotech Communication Landscape: Explorations into Other Communication Modes

and new formats and modes of the commercialization process. stakeholders. Events with different communication are being instituted Understandably, efforts were stakeholders focus on scientists (European Commission, 2012). In diffused, isolated, and fragmented. discussing biotech concepts and particular, ISAAA’s information There was no overriding science issues. With the commercialization network has taken a significant communication plan among and of biotech crops in some countries, and dynamic role in biotech between organizations to integrate farmers have assumed the role of communication. From three and complement diverse activities a technology champion in getting BICs in 2000, the network is now and focus on priority concerns the public to better appreciate represented by over 20 countries and information needs of different the benefits from those who in Asia, Africa, Latin America, and audiences. Nevertheless, the science have directly benefited from the Europe. Each center considers the and academic communities as technology. Media’s role in defining uniqueness of its socio-cultural, well as other stakeholders now the science agenda to an audience political, and technological see the important role of science that relies on it for basic information environment in coming up with a communication in general and has also necessitated more communication plan that addresses biotech communication in particular. interaction with this sector. specific information needs of various The divergent debates most of stakeholders. which have centered on issues Interfaces among these different beyond science have put science audiences have encouraged ISAAA’s biotech information communication in the limelight. activities that maximize sharing network has had over a decade of experiences and dialogue and of experiences in implementing In developing countries, members eventual stakeholder engagement communication activities that of the academe and scientific that leads to informed decision- contribute to the goal of making communication are high up in the making. Innovative forms of biotechnology a better understood credibility ladder and are perceived interaction have enhanced and accepted technology. The as trustworthy and responsible in how the different stakeholders network started at a time when few addressing concerns that affect will benefit from the learning institutions were institutionalizing people in general. Hence, the bulk activities and encourage further biotech communication as an of activities have centered on face- information seeking. As with other integral part of research and to-face communication tailored communication modalities, it is development, and eventually for the information needs of key important to build in evaluation and feedback mechanisms to determine their effectiveness and efficiency in meeting the communication goals earlier identified in the planning process.

Yet with the global community growing at an exponential rate, complementary avenues and new approaches need to be developed to widen efforts in science communication. Traditional forms complement new modalities with the strengths of one form filling in for the weaknesses of others.

The bottom line is: Are the strategies effective means to reach specific audiences and meet objectives for science-based information to aid in decision making and debate? The experiences of ISAAA’s global information network provide some answers to this important question.

104 From Monologue to Stakeholder Engagement: The Evolution of Biotech Communication

The Changing Communication Landscape

An array of technological developments and systems, notably digital and mobile platforms, and the unprecedented growth of the Internet have changed the communication landscape. The Pew Research Center in 2011 reports that 66 percent of online adults used one form of social media or another (Ezumah, 2011).

On the other hand, alternative recordings. A weblog is a digital have become an important category media including community radio journal of a chronological list of and the most influential even in and the preference for the use of entries and periodically summarized socialist countries such as Vietnam. face-to-face communication in the (APEC HLPDAB, 2007). developing world highlight the fact In the Philippines, an integrated that traditional channels continue Quinn and Kierans (2010) note that Information Communication and to be significant fora for science many of the media innovations in Technology-enabled service delivery communication. Alternative forms Asia involve the use of the mobile system for the Department of of communication channels are also phone. Data as of 2008 show that Agriculture was conceptualized. being explored and tried in different 43 % of all mobile phones in the Known as the Open Academy cultural environments with varying world were in the Asian region. for Philippines Agriculture, success. The U.S. had a mere 8 percent. the system has the following Percentage of mobile phone users components: technical assistance/ Formats offered by Internet-based in the developing world rose from 1 experts’ advisory, regulatory media for communication include percent to 45 percent. services, extension and training conventional forms of print and service, communication, market broadcasting as well as Internet- Innovation in the use of mobile and trade related assistance, specific media such as information phones include their use in sales and online trading, credit portals, e-zines, forums, podcasts, education such as teaching English facilitation, GIS feasibility maps, bulk-emails, SMS (text message) to Chinese; in research that allows and price monitoring. It is a virtual alerts, video and audio clips, its owner to surf the web, receive alliance of 22 organizations from webcasts, and weblogs. and send email, and perform an government agencies, international array of online activities; and in organizations, state colleges and Aside from speeding up the news and technology reporting universities, and local government dissemination of information, the through augmented reality editions. units. interactive mode enhances appeal, The latter involves provision of text and facilitates exchange of opinions supplemented with videos and Stakeholders of agricultural on topics. E-zine is an Internet portal animation. Its use in reporting has innovation can be linked by ICT in the style of a magazine that offers revolutionalized journalism that has through different initiatives. comprehensive editorial content resulted in a new concept referred Among them are Farmers’ Call and with community functions such as to as Mojo or mobile journalist. This Text Center, which links experts, evaluation systems and commentary media practitioner is responsible for extentionists, and farmers by functions. Podcasting is a series of reporting breaking news - through answering rice-related queries media contributions or episodes the web, print, and television – through text messaging; school-on- that may be received automatically establishing a genuine two-way the-air through radio, Internet, and through a feed or viewed as radio conversation with the community text messaging; video conferencing or television transmissions. A and extending its reach through the that allows farmers and extension webcast is similar to a television Internet. workers to interact directly with rice broadcast but its medium is through experts; low cost wireless fidelity transmissions streamed through Among the young (less than 25 years radio transmitters to connect the Internet and later available as old), social media, fora, and blogs remote villages through cyberspace;

105 Invigorating the Biotech Communication Landscape: Explorations into Other Communication Modes

mobile Internet bus that introduces arena and its publics to “engage performing arts (Bucci and Trench, computers and Internet in the in conversations that will lead to 2012). remote areas in the country; and learnings on all sides”. Informal ICT roadshow to demonstrate how dialogues involve individuals Opportunities Ahead extensionists and farmers can get rather than institutions that will updated information, consult with enable them to voice their views, The combinations and possibilities experts online, and trade products knowledge, and experiences for communication approaches and services on the web (Navarro et through various forms such as and channels are as varied as the al., 2004 and Barroga et al., 2007). theatre, art, music or storytelling. communicator’s creativity and This process requires imagination innovativeness as well as the The ICRISAT in Hyderabad, and creativity from organizers of objectives and expected impacts of a India conceptualized the Virtual such events as they have to provide communication effort or campaign. Academy for the Semi-Arid Tropics topics and formats where mutual It is important to stress, however, (VASAT) as a strategic, information, learning that leads to productivity that communication modalities communication and non-formal can occur. or approaches are merely tools to distance education coalition in facilitate communication, a means to Asia and Africa to help vulnerable In April 2012, the 12th International get a message to an audience. Each rural communities and their Public Communication of Science approach has its individual strengths intermediaries cope better with and Technology Conference held and weaknesses. Its use is reinforced drought. in Florence, Italy had over 600 by a mix of other channels. individuals discussing various VASAT attempts to create a faculty modes of public communication. By providing opportunities where of experts that frequently conduct Presentations included various stakeholders can come virtual interactions with villagers experimentation in the use of together and undergo common to collect and process location- science and non-conventional experiences, people are able to specific, demand-driven content forms of communication such as develop a more favorable perception and transform it into field-level rock music, for instance, where about biotechnology. Sharing and know-how. Among the models scientists and the public collectively exchanging experiences enable for this approach has been the MS understand the world and stakeholders to converge and realize Swaminathan Research Foundation science’s impact on technological a common voice amidst diversity. in India, which has a hub in a developments. A partnership large village with access to good between a research institution and communication infrastructure. Local a music festival became an avenue professionals outside the hub link to boost the progress of science, surrounding villages with sources connect scientists and young of expertise and knowledge use people, and bring in research funds the Internet or telephone. The hub (Leao and Castro, 2012). connects to the Internet, while the villages connect using terrestrial The fusion of science and art wireless technologies. activities as a part of science communication has the power to Another case is that of Africa, convey the secret and the beauty which is using the interface of low- of nature by intuition and thus frequency and solar-powered FM reach out to new audiences. It community radio station with new was theorized that the double digital radio satellite technologies perspective of science and the (INCRISAT, 2003). arts can be a useful platform for public discussion. Other innovative approaches include the teaching Beyond Digital and Internet- of science in the kitchen where based Media the audience take cooking lessons but in a fun way to understand the Davies (2009) suggests a process science behind cooking principles of informal dialogue that will and techniques; and partnering allow individuals from the science with science facilities to promote science communication through the

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114 Appendix List of Organizations of Crop Biotech Update Subscribers* East Asia and the Pacific

Stakeholders Country Organizations Universities Australia Australian National University, Curtin University of Technology, Deakin University, Flinders University, Fuyang College, Monash University, Queensland University of Technology, University of Melbourne, University of New England, University of Queensland, University of Sydney, University of Tasmania, University of Western Australia, University of Wollongong Cambodia Royal University of Agriculture China China Agricultural University, Chinese Academy of Agricultural Sciences (CAAS), Chongqing University, Dalian University of Technology, Fudan University, Fujian Agriculture and Forestry University, Fuyang College, Guangxi University, Henan Agricultural University, Huazhong Agricultural University, Huazhong University of Science and Technology, Hunan Agricultural University, Jiangsu Academy of Agriculture, Nanjing Agricultural University, Nanjing University, Northeast Normal University, Shandong University, South China Agricultural University, Wuhan University, Yangzhou University, Zhejiang University Hong Kong Hong Kong University of Science & Technology, The Chinese University of Hongkong Indonesia Bogor Agricultural University, Brawijaya University, Hasanuddin University, Sebelas Maret University Surakarta, Universitas Bangka Belitung, Universitas Jambi, Universitas Mercubuana, Universitas Pancasila, Universitas Tadulako, University of Bengkulu, University of Indonesia, University of Lampung, University of Sumatra, Veteran University Japan Kinki University, Kobe University, Meiji University, Miyagi University of Education, Osaka University, The University of Shiga Prefecture, Tokyo University, Tottori University, University of Tsukuba Malaysia Asia e University, Asian Institute of Medicine, Binary College, College of Health Science, College of Medical Sciences, Curtin University, Cyberjaya University, International Islamic University Malaysia, International Medical University, Islamic Science University of Malaysia, Kolej Universiti Islam Selangor, Kuala Lumpur Infrastructure University College, Lim Kok Wing University, Mahsa University College, Malaysia University of Science and Technology, Management and Science University, Masterskill University, Monash University, Multimedia University, National Chung Hsing University, National Defence University of Malaysia, National University of Malaya, National University of Malaysia, Nottingham University, Science and Technology, Sunway College, Swinburne University, TATI University College, Taylor's University, Universiti Kebangsaan Malaysia, Universiti Malaysia Sabah, Universiti Sains Malaysia, Universiti Teknologi MARA, Universiti Tunku Abdul Rahman, University Putra Malaysia Myanmar Yezin Agricultural University New Zealand Lincoln University, University of Otago Philippines Aklan State University, Ateneo de Davao University, Ateneo De Manila University, Bicol University, Cavite State University, De La Salle University, Don Mariano Marcos Memorial State University, Mindanao Polytechnic State College, Parañaque Science High School, Philippine Science High School, Saint Michael's College of Laguna, University of Southern Mindanao, University of the Philippines, Visayas State University Singapore, Nanyang Technological University, National University of Singapore Solomon University of SS. Cyril and Methodius Trnava Islands South Korea Chonbuk National University, Chonnam National University, Chung-Ang University, Chungbuk National University, College of Agriculture and Life Science, Daegu University, Dong-A University, Gyeongnam National University of Science and Technology, Gyeongsang National University, Jeju National University, Konkuk University, Korea University, Kyung Hee University, Kyungpook National University, National Academy of Agricultural Science, Sangmyung University, Seoul National University, Seoul Women's University, Soonchunhyang University, Yonsei University

* This list is an update of a 2009 compilation by the ISAAA’s KC published in ISAAA Brief 40. Additional information was obtained from a 2012 email survey as well as website subscriptions. 115 Appendix

Stakeholders Country Organizations Taiwan Ming Chuan University, Mingdao University, Taiwan National University Thailand Bangkok School of Management, Chiang Mai University, Chulalongkorn University, Kasetsart University, Mahidol University, Rajamangala University of Technology, Silpakorn University, Srinakharinwirot University, Suranaree University of Technology, Ubon Ratchathani University Vietnam Nong Lam University, Foreign Trade College, National University, Thai Nguyen University of Agriculture and Forestry, University of Natural Sciences, University of Sciences - Hue University Research Australia Australian Center for Plant Functional Genomics, Australian Seed Conservation and Research, Australian Institutions Herbicide Resistance Initiative, ARC Centre of Integrative Legume Research, Australian Research Council, Commonwealth Scientific and Industrial Research Organisation, Horticulture Australia, Minnipa Agricultural Centre, Office of the Chief Scientist, South Australian Research and Development Institute China Agri-Biotechnology Research Center of Shanxi Province, Biotechnology Research Institute, China Association for Science and Technology, China National Center for Biotechnology Development, China National Rice Research Institute, Chinese Academy of Agricultural Sciences, Chinese Academy of Forestry, Chinese Academy of Medical Sciences, Chinese Academy of Sciences, Institute of Crop Sciences, National Center for Gene Research, National Institute of Biological Sciences, National Natural Science Foundation of China, Science Society of China, Shanghai Academy of Agricultural Sciences Indonesia Indonesian Biotechnology Research Institute for Estate Crops, Indonesian Center for Agricultural Biotechnology and Genetic Resources Research and Development, Southeast Asian Regional Center for Graduate Study and Research in Agriculture Japan Forestry and Forest Products Research Institute, Japan Science and Technology Agency, Kihara Institute for Biological Research, National Agricultural Research Center for Hokkaido Region, National Food Research Institute, National Institute for AgroEnvironmental Sciences, National Institute of Agrobiological Science, National Institute of Health Sciences, Tokyo Institute of Technology Malaysia Agriculture Research Centre (Sarawak), Forest Research Institute Malaysia, Guthrie Biotech Laboratory, Institute for Medical Research, International Plant Nutrition Institute, Malaysian Agricultural Research and Development Institute New Zealand AgResearch, HortResearch, Plant and Food Research, Crown Research Institute, Environmental Science and Research Philippines Ecosystems Research and Development Bureau, Fiber Industry Development Authority, Institute of Plant Breeding, National Institute of Microbiology and Biotechnology, Natural Sciences Research Institute, Philippine Council for Agriculture Forestry and Natural Resources Research and Development, Philippine Institute for Development Studies, Philippine Nuclear Research Institute, Philippine Rice Research Institute, Philippine Root Crops Research and Training Center, Philippine Rubber Research Institute, Philippine Textile Research Institute, Southeast Asian Regional Center for Graduate Study and Research in Agriculture Singapore Agency for Science, Technology and Research, International Life Sciences Institute Southeast Asia Region, National Research Foundation South Korea LCC Life Environment Institute, National Horticultural Research Institute, National Institute of Agricultural Biotechnology, National Institute of Crop Science, National Institute of Horticultural and Herbal Science Taiwan Academia Sinica, Institute of Molecular Biology, Institute of Molecular Biology, National Science and Technology Program on Agricultural Biotechnology, Taiwan Agricultural Chemicals and Toxic Substances Research Institute, Taiwan Institute of Economic Research, The World Vegetable Center Thailand Chum-Phae Rice Research Institute, Field Crops Research Institute, Phitsaulok Rice Research Center, Rubber Research Institute of Thailand, Thailand Development Research Institute, Thailand Institute of Scientific and Technological Research Vietnam Cuu Long Delta Rice Research Institute, Food Crop Research Institute, Institute of Agricultural Genetics, Institute of Agricultural Science for Southern Vietnam, Institute of Biotechnology, Institute of Ecology and Biological Resources, Maize Research Institute, Mekong Delta Rice Research Institute Private Australia Agriculture Australia Consultants, Agrifood Awareness Australia Ltd., Amacs Pty. Ltd., Australia and New Companies Zealand Banking Group, Bayer CropScience, BSES Limited, CropGen International, Dairy Futures CRC, Der Wah Clinic, DTS Food Labs, Eppendorf South Pacific, Farmacule Bioindustries Pty. Ltd., Florigene, Hexima Limited, HortResearch Pty Ltd., Illumina Australia Pty. Ltd., Innovation Dynamics Pty. Ltd., Kraft Foods, Monsanto Australia, Nufarm, Pacific Seeds, Phillips Ormonde Fitzpatrick, PolyGenomX, Pursehouse Rural, SGA Solutions Pty. Ltd., Spruson & Ferguson, Sucrogen, Vine Café and Gourmet Delicatessen China BASF, Bayer CropScience, Beijing Genomics, BIT Life Sciences, China National Seed Group Corp., CNBIO, DuPont China Holding Co. Ltd., Firmenich, Longping High-Tech, Monsanto China, Ning Xia Tairui Pharmaceutical Co. Ltd., Novozymes China, Origin Agritech Ltd., Pioneer Hi-Bred International, Sinochem, Syngenta Biotechnology (China) Co. Ltd. Hong Kong FDA Lab Ltd.

116 Stakeholders Country Organizations Indonesia Barcon PT, Keladi Indah Nursery, Monsanto, Pioneer Hi-Bred, PT Kasongan Bumi Kencana, PT Nestle Indonesia, PT Sinar Mas Agro Resources and Technology Tbk, PT Wahana Multi Sukses, PT Europ Continents Indonesia, Syngenta Indonesia, Unilever Indonesia, Wahana Agro Mandiri Japan ASA International Marketing, Bayer Holding Ltd., Blackrock Japan, Cosmo Public Relations Corp., Japan Tobacco Inc., Kirin Brewery, Monsanto Japan, Nisshin Seihun Group Inc., Plant Genome Center Co., Suntory Ltd., Syngenta Malaysia Ainaacom System Sdn (Agro Bio), Aufa Intelligences Sdn. Bhd., Biofact Life Sdn. Bhd., Capital Sdn. Bhd., Celadon, Chemopharm Sdn. Bhd., Chemtron Biotechnology Sdn. Bhd., Cryocord Sdn. Bhd., Felda Holdings Berhad, Furley Resources, Malaysian Biotechnology Corporation, Ninebio Sdn. Bhd., Perbena Emas Sdn. Bhd., Publicis Malaysia, Sime Darby Research Sdn. Bhd., SOHOMINIUM, Supergene Crops Resources New Zealand AbacusBio Ltd., ArborGen Inc., Ballance Agri-Nutrients, Crop and Food Research Institute, Dunbier and Associates Ltd., Ensis, Genetic Technologies, Horizon2, Lincoln Ventures Limited, Monsanto Vegetable Seeds Division, New Zealand Agriseed Ltd., PGG Wrightson Seeds, Scion Research, Syngenta, THS and Associates Ltd., Zelam Ltd. Philippines Agro-industrial Management and Consultancy Inc., ANH Laboratories Co., BASF, Bayer CropScience, Cargill Philippines, Christman and Cua Associates, Coca-Cola Export Corporation, Del Monte Philippines Inc., Development Alternatives Inc., Dole Philippines, EMQ Multi Grain Marketing, Laguna Water District, Lapanday Group, Monsanto Philippines, Nestlé Philippines Inc., Petbowe Chemtrade Corp., Petrofac International, Philippine Foremost Milling Corp., Pioneer Hi-Bred, REL Consultants, San Miguel Corp., Syngenta Philippines Singapore Agro Genesis Pte. Ltd., Asia BioBusiness Pte. Ltd., AT21 Properties Pte. Ltd., Bayer CropScience, Illumina, Monsanto, Pioneer Hi-Bred, Pöyry, Syngenta Thailand Bayer CropScience, Chia Tai Co. Ltd., GTZ Thailand, Monsanto, SCG Paper PLC, Syngenta, Tipco Foods Vietnam Bioseed Genetics, Monsanto Vietnam, Pioneer Hi-Bred Vietnam, Secoin Applied Biology Center Government Australia Australian Government, Bureau of Rural Sciences, Cotton Research and Development Corporation, Department of Agriculture and Food Western Australia, Department of Agriculture Fisheries and Forestry, Department of Environment, Department of Innovation Industry and Regional Development, Department of Primary Industries and Fisheries, Department of Water, Grains Research and Development Corporation, Land and Biodiversity Conservation, Molecular Plant Breeding Cooperative Research Centre, Office of the Gene Technology Regulator, Plant Biosecurity Australia, Sugar Research and Development Corporation, Victorian Department of Primary Industries Cambodia Department of Agriculture, Department of Environment China Ministry of Agriculture, South China Botanical Garden, State Tobacco Monopoly Administration Fiji Secretariat of the Pacific Community Hong Kong Hong Kong Trade Development Council Indonesia Ministry of Agriculture, Ministry of Industry, Nutrition Network Japan Ministry of Agriculture Forestry and Fisheries, Ministry of Health Labour and Welfare, National Institute of Agrobiological Sciences Malaysia Atomic Energy Licensing Board, Department of National Unity and Integration, Department of Veterinary Services, Department of Wildlife and National Park, Malaysian Cocoa Board, Malaysian Palm Oil Board, Malaysian Rubber Board, Ministry of Domestic Trade Co-Operatives and Consumerism, Ministry of Health, Ministry of Higher Education, inistry of Human Resources, Ministry of Natural Resources and Environment, Ministry of Science Technology and Innovation, National Institutes of Health New Zealand Environmental Risk Management Authority, Ministry for Primary Industries, Ministry of Agriculture and Forestry Philippines Bureau of Agricultural Research, Bureau of Agricultural Statistics, Bureau of Animal Industry, Bureau of Internal Revenue, Bureau of Plant Industry, City Government of Davao, Department of Agrarian Reform, Department of Agriculture, Department of Education, Department of Environment and Natural Resources, Department of Health, Department of Science and Technology, Fertilizer and Pesticide Authority, Fiber Industry Development Authority, National Irrigation Administration, Office of the Provincial Agriculturist Borongan Samar, Philippine Coconut Authority Singapore Agency for Science Technology and Research, Agri-Food and Veterinary Authority of Singapore, Genetic Modification Advisory Committee, Ministry of Education, Ministry of Foreign Affairs South Korea Rural Development Administration Taiwan Department of Health Thailand Agricultural Research and Development Agency, Department of Agriculture, Kasettrathikan Ministry, Ministry of Agriculture and Cooperatives, Ministry of Natural Resources and Environment, Ministry of Science and Technology, National Center for Genetic Engineering and Biotechnology, Office of the National Economic and Social Development Board

117 Appendix

Stakeholders Country Organizations Tonga Ministry of Agriculture Forestry and Food Vietnam Ministry of Agriculture and Rural Development, Ministry of Science Technology and Environment NGO Australia AusBiotech, Australian Centre for International Agricultural Research, CARE Australia, Crawford Fund, Melbourne Biotechnology, Oxfam Australia, Plant Health Australia China UNESCO Institute for Information Technologies in Education Indonesia Agency for the Assessment and Application of Technology, Agricultural Biotechnology Support Project II (ABSPII), ASFARNET, BIOTROP Japan Council for Biotechnology Information Japan, Japan Association for Techno-innovation in Agriculture Forestry and Fisheries, Japan Bioindustry Association, The Nippon Foundation Malaysia Cancer Research Initiatives Foundation, Intellectual Property Corporation of Malaysia, International Council for Science Myanmar United Nations Office on Drugs and Crime New Zealand NZBio Philippines ABSPII, ASFARNET, Asia Pacific Policy Center, Asian Development Bank, Biotechnology Coalition of the Philippines, Bioversity International, Federations of Free Farmers Cooperatives Inc., International Rice Research Institute (IRRI), MFI Foundation Inc., Pesticide Action Network Asia and the Pacific, Program for Biosafety Systems, SEAMEO SEARCA, UN Food and Agriculture Organization (UN FAO), World Agroforestry Research Centre, World Fish Center Singapore Asian Food Information Centre, CropLife Asia, Seed Stories Thailand Asia & Pacific Seed Association, CropLife Asia, UN FAO Vietnam An Giang Farmers Association, Bac Kan Farmers Association, Bac Lieu Farmers Association, Bac Ninh Farmers Association, Ben Tre Farmers Association, Binh Dinh Farmers Association, Binh Phuoc Farmers Association, Can Tho Farmers Association, Cao Bang Farmers Association, Central Vietnam Farmers Association, DakLak Farmers Association, Dong Nai Farmers Association, Ha Noi Farmers Association, Ha Tinh Farmers Association, Hai Duong Farmers Association, Hai Phong Farmers Association, Hoa Binh Farmers Association, Hue Farmers Association, Hung Yen Farmers Association, Kien Giang Farmers Association, KON TUM Farmers Association, Lang Son Farmers Association, Lao Cai Farmers Association, Nam Dinh Farmers Association, Ninh Binh Farmers Association, Quang Binh Farmers Association, Quang Nam Farmers Association, Quang Ngai Farmers Association, Quang Ninh Farmers Association, Quang Tri Farmers Association, Thái nguyen Farmers Association, Tra Vinh Farmers Association, Tuyen Quang Farmers Association, Vinh Long Farmers Association, Vinh Phuc Farmers Association, Vung Tau Farmers Association, Yen Bai Farmers Association Media Australia Rural Weekly Japan Cosmo Public Relations Corporation Philippines Business Mirror, Philippine Star

Europe and Central Asia

Stakeholders Country Organizations Universities Albania Agricultural University of Tirana Austria University of Graz, University of Natural Resources and Applied Life Sciences, University of Salzburg Belarus Belarusian State Agricultural Academy Belgium Gembloux Agricultural University, Katholieke Universiteit Leuven, Universiteit Brussel, University Antwerpen, University of Liege, VIB Ghent University, Vrije Universiteit Brussel Bulgaria Agricultural University Plovdiv, AgroBio Institute, Plovdiv University Croatia College of Agriculture in Križevci Czech Charles University, Czech University of Life Sciences Republic Denmark Royal Veterinary and Agricultural University, University of Aarhus, University of Copenhagen, University of Southern Denmark Finland University of Helsinki, University of Joensuu, University of Oulu France Blaise-Pascal University, Universite de Strasbourg, Université J. Fourier, Universite Louis Pasteur, Universite Pierre Mendes, University of Dijon, University of Lyon, Western Brittany University

118 Stakeholders Country Organizations Germany Gutenberg University, Heidelberg University, Justus Liebig University, Leipzig University, Mainz University, Technical University Braunschweig, University of Applied Sciences at Eberswalde, University of Düsseldorf, University of Freiburg, University of Goetting, University of Hannover, University of Jena, University of Muenster, University of Rostock, University of Tübingen Greece Agricultural University of Athens, Aristotle University, Technological Educational Institute of Larissa Hungary Hungarian Academy of Sciences, Szent Istvan University, University of West Hungary Ireland Dublin University, Trinity College Dublin, UCD University, University of College Cork Italy Marche Polytechnic University, Padova University, Università Cattolica del Sacro Cuore, Universita Degli Studi di Milano, Università di Pavia, Università di Roma, Università di Trieste, Università di Verona, Università Politecnica delle Marche, Università Studi di Milano, University of Bari, University of Bologna, University of Florence, University of Milan, University of Naples, University of Padua, University of Parma, University of Perugia, University of Pisa, University of Rome, University of Torino, University of Turin, University of Tuscia Latvia Latvia University of Agriculture Netherlands Delft University of Technology, Leiden University, Maastricht University, Ultrecht University, University of Amsterdam, Wageningen University Norway University of Stavanger, University of Tromsø Poland Academy of Agrobusiness in Łomża, Adam Mickiewicz University, Agricultural University in Lublin, Agricultural University of Szczecin, Polish Academy of Sciences, University of Gdansk, University of Łódź, University of Warsaw Portugal University of Coimbra, University of Lisbon Romania University of Agricultural Sciences and Veterinary Medicine Cluj-Napoca, University of Agronomic Sciences and Veterinary Medicine Russian Buryat State Agricultural Academy, Irkutsk State Academy of Agriculture, Moscow Agricultural Academy Federation Slovakia Slovak Agricultural University Spain Technological University of Catalonia, Universidad de Granada, Universidad de Valladolid, Universidad Politecnica de Madrid, University of Almeria, University of Barcelona, University of Cordoba, University of Lleida, University of Valencia Sweden Swedish University of Agricultural Sciences Switzerland ETH Zurich, University of Auckland, University of Basel, University of Bern, University of Geneva, University of Neuchâtel, University of Zurich Turkey Akdeniz University, Ankara University, Bilecik University, Bogazici University, Ege University, Harran University, Uludag University Ukraine Lviv National University of Veterinary Medicine and Biotechnologies United Aberystwyth University, Cardiff University, Imperial College London, King’s College, Lancaster University, Kingdom London Business School, Newcastle University, Nottingham Trent University, Queen’s University, University of Bristol, University of Cambridge, University of Cumbria, University of Dundee, University of Exeter, University of Glamorgan, University of Gloucestershire, University of Greenwich, University of Leeds, University of London, University of Manchester, University of Nottingham, University of Oxford, University of Reading, University of Sheffield, University of Southampton, University of Surrey, University of Wales, University of Warwick, University of Wolverhampton, University of York Research Austria Austrian Research Centers GmbH, Federal Research Centre for Forests Institutions Belgium Central Laboratory of General Ecology, Institute of Plant Biotechnology for Developing Countries, Institute of Plant Biotechnology Outreach, Research Institute for Nature and Forest, Scientific Institute of Public Health Bulgaria Agricultural Experiment Station, Central Laboratory of General Ecology Denmark Carlsberg Research Laboratory, Danish Institute for Food Research, Danish Plant Directorate Finland VTT Technical Research of Finland France Centre National de la Recherche Scientifique, French Institute of Technology for Forest Based and Furniture Sectors, L’Agence Nationale de la Recherche, La Recherche Agronomique pour le Développement Germany AlPlanta Institute for Plant Research, European Molecular Biology Laboratory, Federal Biological Research Centre for Agriculture and Forestry, German Research Foundation, Helmholtz Zentrum München, Julius Kühn Institute – Federal Research Institute for Cultivated Plants, Leibniz Institute of Plant Biochemistry, Max Planck Institute for Chemical Ecology, Max Planck Institute for Plant Breeding Research Greece National Hellenic Research Foundation

119 Appendix

Stakeholders Country Organizations Hungary Agricultural Biotechnology Center, Biomi Ltd., National Institute for Food Safety and Nutrition Iceland ORF Genetics Ireland Marine Institute Italy Adriano Buzzati Traverso Consiglio Nazionale delle Ricerche, Institute of Biology and Agricultural Biotechnology, Istituto di Virologia Vegetale, Istituto di Genetica Vegetale, Istituto Sperimentale per la Zoologia Agraria, National Institute for Research on Food and Nutrition, National Research Council of Italy, Ordine Nazionale dei Biologi, Research Institute for Vegetables Crops Kazakhstan Institute of Molecular Biology and Biochemistry Netherlands Rathenau Institute, RIKILT Wageningen UR Norway Norwegain Meat Research Centre Poland Plant Breeding Institute Portugal Instituto de Tecnologia Quimica e Biologica Romania Agricultural Research and Development Station Turda Russian Centre Bioengineering of Russian Academy of Sciences, Institute of Nutrition Federation Serbia Institute for Molecular Genetics and Genetic Engineering, Institute of Field and Vegetable Crops Slovakia Institute of Botany, Institute of Molecular Biology of the Slovak Academy of Sciences Spain Institute for Food Research and Technology, Insituto Nacional de Investigaciones Agrarias y Alimentarias, Spanish National Research Council Switzerland Agroscope Reckenholdz Tanikon Research Station, European Organization for Nuclear Research, Kantonale Laboratorium Basel-Stadt Ukraine Institute of Food Biotechnology and Genomics United Agri-Food and Biosciences Institute, Babraham Institute, Biotechnology and Biological Sciences Research Kingdom Council, Broom’s Barn Research Station, Centre for Environment Fisheries and Aquaculture Science, Institute of Animal Health, Institute of Food Research, Institute of Grassland and Environmental Research, John Innes Centre, Roslin Institute Rothamsted Research, Science and Technology Facilities Council, Scottish Crop Research Institute, Silsoe Research Institute Private Belgium BASF, Bayer BioScience NV, CropDesign, DevGen, Horizons sprl, Hytech India, KBC Bank NV, McKinsey & Co., Companies Novozymes, Perseus, Pioneer-DuPont, SesVanderhave, Syngenta, Toxminds BVBA Czech Monsanto, Selgen Republic Denmark Aresa AS, Cheminova AS, Daehnfeldt, LKF Vandel, Novozymes BioAg Limited France Association Générale de Prévoyance Militaire, BASF Plant Science LLC, Bayer CropScience, Biogemma, Biologos, Danone Research, Florimond Desprez Sas, GEVES, Hammersmith Marketing Ltd., In Vivo NSA, Jouffray-Drillaud, Limagrain, Monsanto, Nestlé R&D, Oxford Analytica, Phylum, Sepant, Syngenta, Transgene, Vilmorin & Co. Germany BASF Plant Science GmbH, Bayer CropScience, Bertsch & Associates, BIO Mitteldeutschland GmbH, Deutsche Tiernahrung Cremer GmbH & Co. KG, Dow AgroSciences, DuPont, Genius GmbH, GTZ, Knoell Consult Group, KWS SAAT AG, McDonald’s QA Europe, Monsanto, Munich Re, Phytiwelt Green Technologies, Pioneer Hi-Bred Northern Europe, Planta GmbH, Planton GmbH, RLP AgroScience, Saaten Union Resistenzlabor, TransGen Greece Biomi Ltd. Hungary SABMiller Iceland ORF Genetics Ireland R&H Hall Ltd., Seed Technology Limited Italy Bayer CropScience, Club of Bologna, Oxon Italia, Ghelardeschi Piante, Parco Tecnologico Padano S.r.l., Perseus, Tempestini Group, Unilever Italia MKT Operations S.r.l. Netherlands Agrapen, Barenbrug Holding, Cefetra Ltd., De Ruiter Seeds, Europoint B.V., Genetwister Technologies, Innoseeds, JP Bioconsult, Kempen & Co., Keygene N.V., Madeli, Naktuinbouw, Netherlands Biotech Industry Association, Nickerson-Zwaan, Plant Research International, Plantum NL, Rathenau Institute, Reed Business Information, Rijk Zwaan Nederland B.V., Royal DSM, Schenkelaars Biotechnology Consultancy, SenterNovem, SNS Securities, SVS Holland B.V., Unilever, Van Herk Investments; Norway: Graminor AS, Skallerød Farm, Nofima mat AS Poland Monsanto Poland Portugal Bayer CropScience

120 Stakeholders Country Organizations Romania Adevarul SA, Monsanto Russian Monsanto Europe Federation Spain Ibercaja, Monsanto, Syngenta, TRAGSATEC Sweden NIRAS Sweden Switzerland Agroscope ART, Biolytix AG, Cheuvreux, CPW-Nestle, Firmenich, InterNutrition, McKinsey and Co., Monsanto, Novartis, Pioneer Hi-Bred Switzerland SA, Syngenta Foundation, Syngenta Crop Protection AG, XL Insurance Turkey Pioneer, Tarimteknik United Advanced Technologies Cambridge, Amundi Asset Management, BASF, Dingwall Enterprises, Dow Kingdom AgroSciences, Euro Commodity Trading, Eurofins Scientific Services, Glasshouse Partnership, GlaxoSmithKline United Kingdom, ICF International Company, Informa Agra, Kind Consumer, McCain Foods Ltd., Milmo Associates, Monsanto, Ocado, Oxitec Ltd., Rectory Farmhouse Ltd., Redburn Partners, Research Information Ltd., Secure Harvests Ltd., Syngenta UK, Tate and Lyle Ventures, TMO Renewables, Toxico-Logical Consulting Ltd., Withers and Rogers LLP Government Austria BFW Department of Genetics, Federal Research Centre for Forests Belarus Central Botanical Garden, National Coordination Biosafety Centre of the Republic of Belarus Belgium Department of Agriculture and Fisheries, European Commission, Institute for Agricultural and Fisheries Research, Scientific Institute of Public Health Bulgaria Ministry of Agriculture and Food Croatia Ministry of Agriculture Czech Ministry of Agriculture Republic Denmark Danish AgriFish Agency, Danish Plant Directorate, Danish Veterinary and Food Administration Finland Ministry of Agriculture and Forestry, Ministry of Social Affairs and Health France French Agency for Food Environmental and Occupational Health and Safety, French Department of Agriculture, Ministry of Agriculture Food Fisheries Rural and Regional Planning, Museum d’histoire Naturelle Germany Bavarian State Ministry for Agriculture and Forestry, Bundestag, Federal Agency for Nature Conservation, Federal Ministry for Economic Cooperation and Development, Federal Ministry for Education and Research, Federal Ministry for Food, Federal Office for Consumer Protection and Food Safety, Landesumweltamt Nordhhein-Westfalen, LGL Bayern Oberschleißheim Ireland Department of Agriculture Food and the Marine, Food Safety Authority of Ireland, Office of the Chief Scientific Officer, The Irish Agriculture and Food Development Authority Italy Consiglio Nazionale delle Ricerche, Ente Nazionale Risi, European Food Safety, Italian National Research Council, Ministry of Agriculture Food and Forestry Lithuania Ministry of Agriculture Macedonia, Ministry of Agriculture, Forestry and Water Economy, Ministry of Environment and Physical Planning FYR Netherlands Ministry of Agriculture, Netherlands Commission on Genetic Modification Norway Directorate for Nature Management, National Veterinary Institute, Norwegian Scientific Committee for Food Safety Poland Institute of Agriculture, Institute of Pomology, Plant Breeding and Acclimatization Institute Portugal General Directorate for Food and Veterinary Romania Institute of Food Bioresources, Ministry of Agriculture and Rural Development, Ministry of the Environment and Sustainable Development Russian Ministry of Agriculture Federation Serbia Institute of Fied and Vegetable Crops, Ministry of Agriculture Forestry and Water Management Slovakia Ministry of Environment Spain Ministry of Agriculture Fisheries and Food, National Center for Biotechnology Sweden Ministry of the Environment and Spatial Planning MESP, Swedish Gene Technology Advisory Board Switzerland The South Centre Switzerland Turkey General Directorate of Agricultural Research, Institute of Cell Biology and Genetic Engineering, Turkish Grain Board

121 Appendix

Stakeholders Country Organizations Ukraine Ministry of Agrarian Policy and Food United Food Standards Agency, Natural England, Department for International Development, Natural Resources Kingdom Institute, Department for Environment Food and Rural Affairs, Royal Botanic Gardens Kew NGOs Austria Dialog Gentechnik Belgium EuropaBio - The European Association of Bioindustries, European Landowners' Organization ASBL, CropLife International, International Fertilizer Development Center France Bioversity International, Euro Information Centre, Fertilizer Industry Association, Organization for Economic Cooperation and Development, UN FAO Georgia Association for Farmers Rights Defense Germany Ecology Agriculture Development, German Association of Biotechnology Industries, German Plant Breeders Association Italy Consultative Group on International Agricultural Research, Fondazione Bussolera Branca, Fondazione Diritti Genetici, Fondazione Filarete, Global Facilitation Unit for Underutilized Species (GFU), Libera Associazione Agricoltori Cremonesi, International Centre for Genetic Engineering and Biotechnology, International Fund for Agricultural Development, Societa Produttori Sementi, UN FAO Netherlands International Food Policy Research Institute (IFPRI), Netherlands Biotech Industry Association, Netherlands Commission on Genetic Modification (COGEM), Public Research and Regulation Initiative (PRRI) Secretariat, Royal NL Academy, Secretariat Product Boards Working Group Biotechnology Russian Black Sea Biotechnology Association Federation Serbia Africa Rice Center Spain Centro de Información en Innovación Biotecnológica, COTEC Foundation for Technological Innovation Sweden International Union for Conservation of Nature, United Nations Environment Program Switzerland ASK-FORCE, Grain and Feed Trade Association, Indo-Swiss Collaboration in Biotechnology, Industrial Biotechnology Council, Syngenta Foundation for Sustainable Agriculture, United Nations Conference for Trade and Development United FARM-Africa, GBT Foundation, Nuffield Council on Bioethics Kingdom Media Belgium New Scientist Denmark Engineering Weekly France CommodAfrica, TVAgri Germany Agra-Europe, Flad und Flad, Springer Verlag, Stern.de, Taz.de Italy Agrimpresa Magazine, Elsevier Masson, Il Sole 24 ore Edagricole, L’Informatore Agrario, National Italian Television and Radio, Orsa Maggiore Edizioni Norway Dagens Naeringsliv United Agrow World, Crop Protection News, Bio Science Law Review, Commodities Now Magazine, Green Ink Kingdom Publishing Services Ltd., MG Communications Ltd., New Scientist, Portland, SciDevNet, Taylor and Francis Group, The Derby Telegraph Media Group, WREN Media

Latin America and the Caribbean

Stakeholders Country Organizations Universities Argentina Universidad Nacional de Rosario, University of Buenos Aires Belize University of Belize Bolivia Universidad Privada Boliviana Brazil Federal University of Rio Grande do Sul, Federal University of Uberlandia, Instituto de Tecnologia ORT do Rio de Janeiro, Sao Paulo University, State University of Maringa, Universidade Federal de Lavras, Universidade Federal do Rio de Janiero, Universidade Tecnologica Federal do Parana, University of Brasilia Chile Catholic University of Valparaiso, Universidad Católica de Temuco, Universidad Católica del Maule, Universidad de Concepción, Universidad de Santiago de Chile, Universidad Jorge Tadeo Lozano, University of Talca

122 Stakeholders Country Organizations Colombia Pontificia Universidad Javeriana, Universidad de los Andes, Universidad Nacional de Colombia, Universidad del Tolima Costa Rica University of Costa Rica Cuba University of Havana Ecuador Pontifical Catholic University of Ecuador Honduras Universidad Tecnológica de Honduras, Zamorano Agricultural University Mexico Antonio Narro University, Colegio de Postgraduados, Faculdad de Estudios Profesionales Iztacala Unam, Instituto Politecnico Nacional, Monterrey Institute of Technology and Higher Education, Universidad Americana de Acapulco, Universidad Autonoma Chapingo, Universidad Autonoma de Chihuahua, Universidad Nacional Autonoma de Mexico, University of Guadalajara Nicaragua National Agrarian University Paraguay Universidad Nacional de Asunción, Universidad Técnica de Comercialización y Desarrollo Peru Universidad Nacional Agraria de la Selva, Universidad Nacional Agraria La Molina, Universidad Nacional de Ancash, University of Trujillo Puerto Rico University of Puerto Rico St. Vincent St. Vincent and the Grenadines Community College and the Grenadines Trinidad and University of Trinidad and Tobago Tobago Uruguay University of the Republic Venezuela Central University of Venezuela, Universidad de Oriente Research Argentina Centro de Estudios Fotosinteticos y Bioquimicos, Instituto Agrotecnico San Jose Obrero, Instituto de Institutions Biotechnologia Brazil Brazilian Agricultural Research Corporation, Brazilian Synchrotron Light Laboratory, EMBRAPA Environment, ESALQ/USP, IAPAR Chile Center for Advanced Studies in Arid Zones Costa Rica Centro Agronomico Tropical de Investigación Enseñanza, Tropical Agriculture Research and Development Cuba Centro de Ingeniería Genética y Biotecnología, Instituto de Biotecnologia de las Plantas Dominican Instituto Dominicano de Investogaciones Agropecuarias y Forestales Republic Guatemala Cinvestav, Guatemalan Sugarcane Research and Training Centre, Instituto Nacional de Investigaciones Forestales Agricolas y Pecuarias (INIFAP) Mexico Centro de Investigación en Productos Bióticos - Instituto Politécnico Nacional (CeProBi- IPN) Private Argentina Argworld SH, Bayer CropScience, Bolsa de Cereales, Chacra Experimental Agricola Santa Rosa, Compania Companies Argentina de Semillas SA, DACSA Argentina, Dow AgroSciences, Grupo CEO, Informedia Producciones SA, McCain Argentina, Monsanto Argentina, Nidera SA, Pampas Agrarias SRL, Pioneer Argentina, Relmo S.A., SORGINA® Brazil Amyris Biotech, BASF, Celeres, Dow AgroSciences, Dupont, Enercare, Fundacao CPqD, Ihara, Jacto Maquinas Agricolas LTDA, Kraft Foods International, Mckinsey & Co., Monsanto Brasil, Paraiso Farming Ltd., Pioneer do Brasil SA, SLC Agricola SA, Suzano Papel e Celulose, Syngenta, Uniplant Biotecnologia Vegetal Chile ALIMAC, Alimentos El Globo, Forestal Mininco SA, Monsanto, Pioneer, Semillas Seminis Sudamerica S.A., Syngenta Colombia Agropecuaria La Ceiba, AMBYAGRO Ltda., El Semillero SAS, José Ossorio & CIA Ltda., Monsanto Company, SG Biofuels, Syngenta Costa Rica Syngenta Dominican Bayer CropScience Republic Mexico Agromod SA de CV, Agrosintesis, Banco de Mexico Fira, Biogenetica Mexicana SA, Biotecnologia, Blue Fuel SAPI de CV, CIATEJ AC, Dumont Bergman Bider, GreenCorp Biorganiks de México SA, GRUMA SAB, Grupo ADES, Inforum Irapuato Centro de Exposiciones, La Nueva Siembra S.A. De C.V., Laboratorios Agroenzymas SA de CV, Monsanto, Novagri, Olivares & Compania SC, Pioneer Hi-Bred International, Unisem SA de CV, Zidegler Panama Am-Tech SA, Phytoclones Peru Agro Consult Internacional, PROBIOANDES, R&GB Soc. Anon., Serfi SA, Vilsaher SRLTDA

123 Appendix

Stakeholders Country Organizations Puerto Rico Bayer CropScience Uruguay Calagua, Mozseeds Government Argentina Instituto Nacional de Tecnología Agropecuaria (INTA), Ministry of Agriculture Brazil Brazilian Biofuels Programme, Brazilian Institute of Geography and Statistics, Civil House of the Republic Presidency, National Institute for Industrial Property Chile Agri-aquaculture Nutritional Genomic Center, Centro de Estudios Avanzados en Zonas Áridas, Corporación de Fomento de la Producción de Chile, Instituto de Investigaciones Agropecuarias, Ministerio de Agricultura Colombia Corporación Colombiana de Investigación Agropecuaria, Centro Nacional de Innovaciones Biotecnológicas, Federacion Nacional de Aroceros Costa Rica Ministry of Agriculture and Livestock, State Fitosanitary Service-MAG Dominican Dominica Export Import Agency Republic El Salvador Ministerio de Medio Ambiente y Recursos Naturales Mexico Centro de Investigación Cientifica de Yucatan, Comisión Intersecretarial de Bioseguridad de los Organismos Genéticamente Modificados, Financiera Rural, Gobierno de Sinaloa, Instituto Potosino de Investigación Científica y Tecnológica A.C., Secretaría de Agricultura Ganadería Desarrollo Rural Pesca y Alimentación (SAGARPA), Secretariat of Environment and Natural Resources, Servicio Nacional de Sanidad Inocuidad y Calidad Agroalimentaria Panama Consejo Nacional de Ciencia y Technologia, Ministry of Agriculture Paraguay Aproductores de semillas del Paraguay, Instituto de Biotecnología Agrícola (INBIO) Peru Instituto Nacional de Innovación Agraria, National Institute of Agricultural Innovation, Parque Nacional Huascaran Uruguay Ministry of Livestock Agriculture and Fisheries of Uruguay NGO Argentina Foro Argentino de Biotecnología, Inter-American Institute for Cooperation on Agriculture (IICA) Barbados IICA Bolivia Bolivian Association for Political Economy of Globalization, Foundation for Andean Crops, PROINPA Foundation Brazil AnBio, Associação Matogrossense dos Produtores de Algodão Chile ChileBIO Colombia Bill and Melinda Gates Foundation, Colombian Agronomists Association, Federación Nacional de Arroceros, HarvestPlus, International Center for Tropical Agriculture (CIAT), Palmeiras Colombia SA Costa Rica IICA Guatemala The Nature Conservancy Honduras IICA Mexico AgroBio Mexico, CGIAR Generation Challenge Program, International Maize and Wheat Improvement Center (CIMMYT) Paraguay Iniciativa para la Investigacion y Transferencia de Technologia Agraria Sostenible (INTTAS) Peru PeruBiotec, Peruvian Society for Environmental Health, The International Potato Center (CIP) Trinidad and CAB International, Caribbean Agricultural Research and Development Institute Tobago Media Argentina Canal Productivo Brazil ML&A Comunicações Chile MUNDOAGRO Mexico Agvantage

124 North America

Stakeholders Country Organizations Universities Canada Carleton University, Concordia University, Kwantlen Polytechnic University, McMaster University, Nova Scotia Agricultural College, Université de Montreal, University of Alberta, University of British Columbia, University of Calgary, University of Canada West, University of Guelph, University of Manitoba, University of New Brunswick, University of Newcastle, University of Ottawa, University of Saskatchewan, University of Toronto, University of Victoria, University of Western Ontario, University of Winnipeg United States Arizona State University, Auburn University, Berry College, Brigham Young University, California State University, Case Western Reserve University, City College of CUNY, Colorado State University, Cook College, Cornell University, Dartmouth College, Georgetown University, Harvard University, Indiana University, Iowa State University, Kansas State University, Louisiana State University, Miami University, Michigan State University, Mississippi State University, Montana State University, New York State University, North Carolina State University, North Dakota State University, Ohio State University, Oklahoma State University, Oregon State University, Pittsburg State University, Purdue University, Rockefeller University, Rutgers University, Salisbury University, South Dakota State University, Southern Connecticut State University, Stanford University, SUNY College of Environmental Science and Forestry, Texas A&M University, The City University of New York, Tufts University, University of Arizona, University of Arkansas, University of California, University of Connecticut, University of Delaware, University of Florida, University of Georgia, University of Hawaii, University of Houston, University of Idaho, University of Illinois, University of Kentucky, University of Maryland, University of Minnesota, University of Missouri, University of Nebraska, University of Nevada, University of New Hampshire, University of New Mexico, University of Oklahoma, University of South Carolina, University of Tennessee, University of Wisconsin, University of Wyoming, Ventura College, Virginia Tech, Washington State University, West Texas A&M University, West Virginia University, Western Washington University, Wheaton College, Whitman College, Yale University Research Canada Alberta Research Council, Innovation Saskatchewan, Institute for Aerospace Research, National Research Institutions Council of Canada, National Research Council Industrial Research Assistance Program, Plant Biotechnology Institute, Saskatchewan Research Council United States Archbold Biological Station, Argonne National Laboratory, Baylor Research and Innovation Collaborative, Center for Advanced Biotechnology and Medicine, Connecticut Agricultural Experiment Station, Donald Danforth Plant Science Center, Eurofins GeneScan, Hawaiian Agronomics Co., National Renewable Energy Laboratory, The Boyce Thomson Institute for Plant Research, Vincent Center for Reproductive Biology Private Canada A&L Biologicals, Agilent Technologies, Ag-West Bio Inc., Angelhove Associates Inc., AON, Bayer CropScience, Companies Belmont Consulting, BioAtlantech, Conscience Biotechnologique Inc., Genome Prairie, Innovation Saskatchewan, Kirchner Private Capital Group, MRC Global, Novozymes BioAg Limited, Pioneer Hi-Bred International, PytoPathConsult, Ray Mowling and Associates, RP George Ltd., Seed Trade Consulting, Semences Prograin, Solanum Genomics International Inc., Synthesis, Woodbridge Corporation United States Acala Partners Inc., ADM Alliance Nutrition Inc., Agilent Technologies, AgMax Crop Insurance, AgriBusiness Consultants Inc., AgrowKnowledge, Americot Inc., Anderson & Associates, ArborGen Inc., Archer Daniels Midland Co., Audacious Energy LLC, Banner Consulting, BASF Plant Science LLC, Battelle, Bayer CropScience, BioAbility, BioCognito, BioDiagnostics Inc., Biofuels Center of North Carolina, Blueprint Strategy, Brands Lumber Inc., Cal Agri Products LLC, California Natural Products, Catalyst Financial Group Inc., Ceres Inc., Chromatin Inc., Citi, Cleveland Research, Cotton Inc., Crop Technology Consulting, Delfino Nutrition and Management Inc., Dennis Strayer & Associates, Dow AgroSciences LLC, DTB Associates LLP, DuPont, Dutcher and Associates LLC, EJ Gallo Winery, Eurofins-GeneScan, Eversole Associates, FibroGen, Fleishman Hillard, FMC Corporation, Forage Genetics, FuturaGene, Garett Ag. Farms, Global Bioscience Development Institute Inc., Global Renewable Energy Services, Glycos Biotechnologies Inc., Goldman Sachs, GomezBioSolution, Green Earth Fuels, Greenhouse Communications Inc., Grove Scientific and Engineering Company, H.E. Butt Grocery Company, Hawaiian Agronomics, Hotger Farms, Hubbard Feeds Inc., iDiverse, Intrexon, Investigen, J. Westcott Associates Ltd., Kitchen Culture Kits Inc., Koch Fertilizer, Latham Hi-Tech Seeds, McKinsey & Company, Mineown Business Ltd., MJ Phillips and Associates LLC, Monsanto, Nitrate Elimination Co., Novozymes BioAg Inc., Novus International, Outermost Village Green, Oxford Farms, Pennington Seed Inc., Perspective Consulting Inc., Pioneer Hi-Bred International, PIRA Energy Group, Powell Tate, RD Industries Inc., Rocky Mountain Biologicals, Scout Capital, Seminis Vegetable Seeds, SG Biofuels, SGS North America Inc., Shore Biotechnology Consulting LLC, Simplot, Smithfield Foods, Sterling Group, Stonebridge International, Syngenta, Synthetic Genomics Inc., TOPIGS USA, Treasures of the Golden Basket, Tyson Foods, Vahid Biogas, Veserat Consulting, Vita Plus, Wisener Farms, World Perspectives, ZedX Inc. Government Canada Agriculture and Agrifood Canada, Agriculture Canada, Alberta Agriculture, Alberta Agriculture and Rural Development, Canadian Food Inspection Agency, Canadian Forest Service, Canadian Grain Commission, Canola Council of Canada, Department of Agriculture and Aquaculture, Environment Canada, Fisheries and Aquaculture, Government of Canada, Justice Department, Ministry of Forest and Range, Natural Resources Canada, NB Agriculture, New Brunswick Department of Agriculture and Aquaculture NRC of Canada, New Brunswick Government, Saskatchewan Ministry of Agriculture

125 Appendix

Stakeholders Country Organizations United States Agricultural Marketing Service, Agricultural Research Service (USDA ARS), Alabama Department of Agriculture and Industry, Animal and Plant Health Inspection Service (USDA APHIS), Corn Marketing Program of Michigan, Department of Agriculture, Department of Energy, Department of State, Economic Research Service, Environmental Protection Agency, Food and Nutrition Service (FNS), Grain Inspection Packers and Stockyards Administration, Indiana Department of Natural Resources, Maine Forest Service, Montana Wheat and Barley Committee, National Academies Board on Agriculture and Natural Resources, National Center for Enviromental Assessment, National Institute of Food and Agriculture, National Institute of General Medicine Sciences, National Science Foundation, US Department of State Office of Agriculture Biotechnology and Textile Affairs, US Embassy (Argentina), US Food and Drug Administration (USDA FDA), US House of Representatives, US National Academy of Sciences, US Patents and Trademark Office, USAID Afghanistan, USAID Albania, USAID Botswana, USAID Ghana, USAID Honduras, USAID Indonesia, USAID Kenya, USAID Mali, USAID Mission for Ukraine Belarus and Moldova (Ukraine), USAID Philippines, USAID Uganda, USDA Foreign Agricultural Service (Bosnia and Herzegovina), USDA Foreign Agricultural Service (Ecuador), USDA Foreign Agricultural Service (Philippines) NGO Canada ABIC Foundation, Board of the Agriculture Biotechnology International Conference Committee, Canadian Institute for Environmental Law and Policy, Canadian International Development Agency, CARE Canada, International Development Research Centre, Secretariat of the Convention on Biological Diversity United States American Seed Trade Association, Bill and Melinda Gates Foundation, Convention on Biological Diversity, CropLife Africa, Federation of American Scientists, Growers for Biotechnology, International Cotton Advisory Committee, International Food Policy Research Institute, International Foundation for the Conservation of Natural Resources, National Cotton Council, Noble Foundation, Rockefeller Foundation, Samuel Roberts Noble Foundation, Save Our Planet Alliance, The National Academies, The Nature Conservatory, The World Bank Media Canada AgBios, Farm Radio International, Issues Ink, Successful Farming United States Bloomberg News, FDA News, Kiplinger Agriculture, Seed Today, Nutrition Edge Communications

Middle East and North Africa

Stakeholders Country Organizations Universities Algeria Ferhat ABBAS University, Universite Mentouri Constantine Cyprus Cyprus International University Egypt Ain Shams University, American University in Cairo, Cairo University Iran Bu-Ali Sina University, College of Agriculture Kemanshah, Islamic Azad University of Sanandaj, Razi University, University of Birjand, University of Tehran Iraq Basrah University Israel Gedera Ben Gurion University, Hebrew University of Israel, Hebrew University of Jerusalem, Tel Aviv University, The Tel Aviv Yaffo Academic College Jordan Jordan University of Science and Technology, University of Jordan Kuwait Kuwait University Morocco Al Akhawayn University, University of Sciences Saudi Arabia King Abdul Aziz University, King Saud University Syria Aleppo University Research Algeria Centre de Recherches Biologiques Tropicales, National Institute of Agronomic Research of Algeria Institutions Egypt Agricultural Research Center Iran Cotton Research Institute, Institute for Green Rural Advancement, Iranian Plant Protection Research Institute, National Institute for Genetic Engineering and Biotechnology, National Research Centre, Rice Research Institute of Iran, Sugar Beet Seed Institute Israel J. Blaustein Institute for Desert Research, The Volcani Center, Weizmann Institute of Science Libya National Gene Bank Private Egypt Fine Seeds International, Misr Hytech Seeds International Companies Iran Gene Persia Israel Evogene, Fertiseeds Ltd., Rosetta Green

126 Stakeholders Country Organizations Morocco Osmium Work Saudi Arabia Saudi Basic Industries Corporation, Saudi Kayan Petrochemical Company, Watania Government Djibouti Direction de l'Aménagement du Terriroire et de l'Environnement (DATE), Ministère de l'Habitat, de l'Urbanisme, de l'Environnement et de l'Aménagement du Territoire Egypt Ministry of Agriculture and Land Reclamation of Egypt Iran Office of the Jihade-E-Agriculture, Research Institute of Forests and Rangelands Israel Ministry of Agriculture Morocco Ministere de l'environnement NGOs Egypt Egyptian Seed Industry Association Iran Biosafety Society of Iran Morocco International Center for Agricultural Research in the Dry Areas (ICARDA) Tunisia ICARDA

South Asia

Stakeholders Country Organizations Universities Bangladesh Bangladesh Agricultural University, Chalna College, Dhaka University, Khulna University, Patuakhali Science and Technology University, Shahjalal University of Science and Technology, Sher-e-Bangla Agricultural University Bhutan Royal University of Bhutan India Acharya Ranga Agricultural University, Amity University, Anand Agricultural University, Andhra University, Anna University, Annamalai University, Apollo College of Veterinary Medicine University, Assam Agricultural University, Assam University, Banaras Hindu University, Banasthali University, Birsa Agricultural University, Bose Institute, CCS Haryana Agricultural University, Chepkoilel University College, Cochin University of Science and Technology, College of Agricultural Biotechnology, CSK Himachal Pradesh Agricultural University, Dayalbagh Educational Institute, Dayananda Sagar Institutions, DDU Gorakhpur University, Disha Life Sciences, Doon University, Dr. DY Patil University, Dr. Panjabrao Deshmukh Krishi Vidyapeeth Agricultural University, Dr. YS Parmar University of Horticulture and Forestry, Gandhi Institute of Engineering and Technology, Ganpat University, GB Pant University of Agriculture and Technology, Geetanjali Institute of Technical Studies, Gulbarga College, Hans Raj College, ICFAI Business School Research Center, Indian School of Business, Indira Gandhi Agricultural University, Jamia Millia Islamia (National Islamic University), Jawaharlal Nehru College of Agriculture and Research Institute, Kerala Agricultural University, Kumaraguru College of Technology, Lucknow Biotech Park, Madurai Kamaraj University, Maharashtra Animal and Fishery Sciences University, Mahatma Phule Agricultural University, Manipal University, Muthyammal College of Science, Nirma Institute of Technology, Orissa University of Agriculture and Technology, Osmania University, Panjab University, Punjab Agricultural University, Rai Foundation Colleges, Rajendra Agricultural University, RC Patel ASC College, Sacred Heart Degree College, Sahrdaya College of Engineering and Technology, School of Life Sciences, Sri Satya Sai University, Tamil Nadu Agricultural University, University of Agricultural Sciences and Technology of Kashmir, University of Agricultural Sciences Bangalore, University of Delhi, University of Hyderabad, University of Pune Nepal Kathmandu University Pakistan Forman Christian College (A Chartered University) Lahore, Lasbela University of Agriculture Water and Marine Sciences, University of Agricultural Sciences, University of Agriculture, University of Karachi Sri Lanka University of Colombo, University of Jaffna Research Bangladesh Bangladesh Rice Research Institute Institutions

127 Appendix

Stakeholders Country Organizations India Birla Institute of Scientific Research, Bose Institute, Central Arid Zone Research Institute, Central Food Technological Research Institute, Central Institute of Medicinal and Aromatic Plants, Central Rainfed Upland Rice Research Station, Central Research Institute for Dryland Agriculture, Central Tuber Crops Research Institute, Centre for Cellular and Molecular Biology, Directorate of Groundnut Research, Directorate of Oilseeds Research, Directorate of Rice Research, India Institute of Hygiene and Public Health, Indian Council for Agricultural Research, Indian Institute of Pulses Research, Indian Institute of Science, Indian Institute of Technology, Institute of Genomics and Integrative Biology, Institute of Himalayan Bioresource Technology, Manipal Life Sciences Center, National Botanical Research Institute, National Bureau of Plant Genetic Resources, National Dairy Research Institute, National Research Center on Plant Biotechnology, National Sugar Institute, Nimbkar Agricultural Research Institute, Sugarcane Breeding Institute, Tata Institute of Fundamental Research Pakistan Cotton Research Institute, Institute of Agri Biotechnology and Genetic Resources, Pakistan Agricultural Research Council Private Bangladesh ACI Seed Companies India Advanta India, Agrawal & Co., Agrowon, Amar Immunodiagnostics Pvt. Ltd., Amareswara Agritech Ltd., Amba Research, Ankur Seeds, Atash Seeds Pvt. Ltd., Ayurvet Limited, Basant Agrotech (I) Ltd., BASF India, Bayer CropScience Ltd., Bejo Sheetal Seeds Pvt. Ltd, Bhansali Industries, Bioseed Research India Pvt. Ltd., Bisco Biosciences, Cargill India, Chambal Fertilizers and Chemicals Ltd., Cheminova India Ltd., CIPLA Ltd., Clause Tezier India Pvt. Ltd., Coca-Cola India Inc., Dhaanya Seeds Ltd., Dow Agrosciences, DuPont, EcoDev Consultancy, Glarion Agri Biotech Pvt. Ltd., Global AgriSystem Private Ltd., Goldline Pharma, Greenthumb, Greenz, Hindustan Bioenergy Ltd., Hytech Seed India Pvt. Ltd., I-FARM Ventures, Indofil Chemicals Company, ISIS Biotechnology Pvt. Ltd., Jain Irrigation Systems, JK Agrigenetics Ltd., Kiran Global Chems Ltd., KPR Fertilizers Limited, Krishidhan Research Foundation Pvt. Ltd., Krishidhan Seed Ltd., Locus Krushi Services Pvt. Ltd., M/S Bhansali Industries, Maharashtra Hybrid Seeds Co., Maple Biosys Ltd., Metahelix Life Sciences, Monsanto India, Namdhari Seeds Ptv. Ltd., Nath Biogene, Nestle India, North East Stevia, Nunhems India Pvt. Ltd., Nuziveedu Seeds Pvt. Ltd., Pandit NRI Agritech Private Ltd., PHI Seeds Pvt. Ltd., PI Industries Ltd., Pioneer Overseas Corporation, Ponalab, PRAF Industries Ltd., Proagro Seed, Rasi Seeds Ltd., Reliance Life Sciences, Safal Seeds and Biotech Ltd., Sathguru Management Consultant, Seed Innovation Pvt. Ltd., Seminis Vegetable Seeds India, SGS India Pvt. Ltd., Shriram Bioseed Genetics, Sindhu Seeds & Crop Innovations Pvt. Ltd., Solar Agrotech Pvt Ltd., Sudarshan Chemical Industries Ltd., Syngenta India Ltd., Sysplex Bio & Clinical Solutions, Tain Tobacco House, Tata Chemicals Ltd., Thermax, Tricolour Dreams Foundation, Unisankyo, Vibha Agrotech, Vikky's Agrisciences Pvt.Ltd., Western India Plywoods Ltd. Pakistan Auriga Seed Corp., Idrees Textile Mills Ltd., K. National Traders, Monsanto Pakistan, Pioneer Pakistan Seed Ltd., Rasi Seeds, Sitara Seeds Government India Biotech Consortium India Ltd., Defense Research and Development Organization, Department of Fertilizers, Indian Agricultural Research Institute, Indian Council for Agricultural Research, Indian Forest Service, Institute of Himalayan Bioresource Technology, Ministry of Agriculture, Ministry of Environment and Forests, Ministry of Food Processing Industries, National Academy of Customs Excise and Narcotics, National Biodiversity Authority Chennai Nepal Nepal Agriculture Research Council Pakistan National Agricultural Research Centre, Soil Fertility and Soil Testing Institute NGOs Bangladesh Grameen Shakti, IRRI, The Swallows India ABSPII, Association of Biotechnology Led Enterprises, Barwale Foundation, Center for Science and Technology of the Non-aligned and Other Developing Countries, Confederation of Kisan Organizations, CropLife Asia, International Center for Genetic Engineering and Biotechnology, International Crops Research Institute for the Semi-Arid Tropics (ICRISAT), International Life Sciences Institute (ILSI), International Water Management Institute (IWMI), Jai Research Foundation, M.S. Swaminathan Research Foundation, Swiss Agency for Development and Cooperation, The Crops Foundation Trust, The Energy and Resources Institute, US Grains Council Nepal International Centre for Integrated Mountain Development Pakistan ICARDA Media Bangladesh The Daily Jugantor India Sakaal Media, The Financial Express, The Hindu, The Indian Express, The Press Trust of India Pakistan Daily Business Recorder

128 Sub-Saharan Africa

Stakeholders Country Organizations Universities Benin Institut Régional du Génie Industriel des Biotechnologies et Sciences Appliquées Botswana Botswana College of Agriculture Burkina Faso Universite de Koudougo, Universite Ouaga II, Universite de Ouagadougou Burundi University of Ngozi Cameroon University of Buea, University of Dschang, University of Yaounde Chad Université de N’djamena Cote d’Ivoire Université d’Abobo-Adjamé Equatorial National University of Equatorial Guinea Guinea Eritrea Hamelmalo Agricultural College Ethiopia Addis Ababa University, Bahir Dar University, Gewane Agricultural College, Haramaya University, Hawassa University, Wolayta Sodo Agricultural College, Wollo University Gambia University of the Gambia Ghana Kwame Nkrumah University of Science and Technology, University of Cape Coast, University of Ghana Kenya Bondo University College, Catholic University of Eastern Africa, Egerton Univerity, Gretsa University, Jomo Kenyatta University of Agricuture and Technology, Kabarak University, Kabete Technical Institute, Kenyatta University, Maseno University, Masinde Muliro University of Science and Technology, Mavoko Secondary School, Moi University, Mombasa University Polytechnic College, University of Nairobi Lesotho National University of Lesotho Liberia Tubman University, University of Liberia Madagascar University of Madagascar Malawi Mzuzu University, University of Malawi Mali Université de Bamako Mauritius University of Mauritius Namibia University of Namibia Niger University of Niamey Nigeria Abia State University, Akwa Ibom State University, Afe Babalola University, Ahmadu Bello University, City College of Education, Ebonyi State University, Federal University of Agriculture, Federal University of Technology, Taraba State University, University of Agriculture, University of Benin, University of Ibadan, University of Lagos, University of Nigeria, University of Port Harcourt Rwanda Institut des Sciencies Agronomiques du Rwanda (ISAR), Kigali Institute of Science and Technology (KIST), National University of Rwanda Senegal Ecole Superieure Polytechnique de Dakar, Universite Cheikh Anta Diop, Universite de Bambey, Universite Gaston Berger Sierra Leone Njala University Somalia Somali National University South Africa Mangosuthu Technikon, North-West University, Stellenbosch University, Tshwane University of Technology, University of Cape Town, University of Fort Harare, University of Johannesburg, University of Kwazulu-Natal, University of Limpopo, University of Pretoria, University of South Africa, University of Technology, University of the Free State, University of Witwatersrand, University of Zululand Sudan Sudan University of Science and Technology, University of Gezira, University of Khartoum, University of Kordofan Tanzania Ardhi University, Open University of Tanzania, Ruaha University College, Sokoine University of Agriculture, State University of Zanzibar Togo Université de Lomé Uganda Ankole Western University, Busitema University, Gulu University, Kyambogo University, Makerere University, Muteesa I Royal University, Ndejje University Zambia University of Zambia Zimbabwe National University of Science and Technology, University of Zimbabwe

129 Appendix

Stakeholders Country Organizations Research Benin Insititut National des Recherches Agricoles du Benin Institutions Burkina Faso Institut supérieur inter-États de formation et de recherche dans les domaines de l’eau l’énergie l’environnement et les infrastructures (EIER-ETSHER), Institut de Environnement et de Recherches Agricoles (INERA) Congo Directorate General des Recherches Scientifiques et Techniques Ethiopia Ethiopian Agricultural Research Institute, Institute of Biodiversity Conservation Gabon Centre National de Recherche Scientifique et Technologique, Institut de Recherche en Écologie, West Africa Centre for Crop Improvement (WACCI) Ghana Biotechnology and Nuclear Agriculture Research Institute, Council for Scientific and Industrial Research Crops Research Institute, Science and Technology Policy Research Institute, West Africa Centre for Crop Improvement (WACCI) Kenya Kenya Agricultural Research Institute (KARI), Kenya Forestry Research Institute (KEFRI), Kenya Industrial Research and Development Institute (KIRDI), Kenya Medical Research Institute (KEMRI), Kenya Agricultural Research Institute Biotechnology Centre Madagascar Malagasy Institute for Applied Research Mali Division de la Recherche Agronomique Mauritius Mauritius Sugar Industry Research Institute Niger Agricultural Research Institute, Institut National de Recherche Agronomique, Ministry of Health Nigeria Cocoa Research institute of Nigeria, Department of Horticulture Technology, Institute for Agricultural Research, National Horticulture Research Institute, National Cereals Research institute, National Centre for Genetic Resources and Biotechnology, National Root Crops Research Institute Rwanda Rwandan National Institute of Scientific Research Senegal Senegalese Institute of Agricultural Research (ISRA) South Africa ARC-Infruitec/Nietvoorbij (Institute for Deciduous Fruit Vines and Wine), Forestry and Agricultural Biotechnology Institute, Makana Biodiversity Centre, National Innovation Centre for Plant Biotechnology, South African Sugarcane Research Institute Sudan The National Centre for Research Tanzania Livestock Training Institute, National Crops Resources Research Institute, Selian Agricultural Research Institute, Tanzania Coffee Research Institute, Tanzania Forestry Research Institute, Tea Research Institute of Tanzania, Ukiriguru Agricultural Research Institute, Uyole Agricultural Research Institute Togo Togolese Agricultural Research Institute Uganda Kawanda Agricultural Research Institute, National Agricultural Research Laboratories/National Agricultural Research Organization (NARO), Uganda Virus Research Institute Zimbabwe Forest Research Center, Genetic Resources and Biotechnology Institute, Kutsaga Research Station, Scientific and Industrial Research and Development Center, SIRDC-Biotechnology Research Institute Private Burundi Rogo Farm S.A. Companies Ethiopia Avallo International Research and Development PLC, Bora Denbel Multipurpose Farmers Cooperative Union, Diary and Dairy Products Processor, Ethiopian Seed Enterprise, Hilina Enriched Food Processing Center, Makobu Enterprises, Pioneer Hi-bred Seeds, Utopica Ghana African Development Bank Kenya Adept Systems, Agri Co-operative Training and Consultancy Services Limited (ATC), Agro-Irrigation and Pump Services Ltd., Amaranth International Ltd., Balancing Act, Beryl Consult, Center for Global Business Limited, Cereal Growers Association, Cimbria East Africa Limited, Dudutech Finlays, East African Seed Co. Ltd. Nairobi, Equity Bank, Export Trading Company Ltd., Fintrac Inc., First Community Bank, Freshco Seeds Ltd., Garden Veterinary Services Ltd., Hamerkop, Homegrown Kenya Ltd., Ideal Business Link Ltd., Incas Health International Ltd., Inqaba Biotec East Africa Ltd., Kenya Commercial Bank Ltd., Kenya Electricity Transmission Co. Ltd., Kenya Small Scale Cereal Growers Association, Land O’Lakes Inc., Lesiolo Grain Handlers Ltd., Mace Foods Ltd., Mama Millers Ltd., Mixa Foods and Beverages, Monsanto Kenya, Pwani Projects Development Consultants Ltd., SmallHolder Dairy Commercialization Programme, Tasty Peanut Butter, TechnoServe, Wajir South Development Association Nigeria Agroprospero Nigeria Ltd., Greago Greentage International Rwanda Misozi Coffee, Partners in Health, TracPlus Center

130 Stakeholders Country Organizations South Africa Adcorp Holdings, Dr. B. Cole Technical Services, Green Bio, Hans Lombard Public Relations, Management & Advisory Services for Development, Microbial Solutions, Mondi Group, Monsanto South Africa, Pannar Pty Ltd., Pioneer Hi-Bred, Prolinnova, Starke Ayres Ltd., Syngenta South Africa, Woolworths Swaziland New Dawn Engineering Tanzania Mount Elgon Seed Company Ltd., Zanzibar Agro-Investment Ltd. Zimbabwe Progene Seeds Ltd., Seed Co. Ltd. Government Botswana Botswana Innovation Hub Burkina Faso Union Nationale Des Producteurs De Coton Du Burkina Equatorial Ministerio de Pesca y Medio Ambiente Guinea Eritrea Ministry of Land Water and Environment Ethiopia Africa Union Commission, Environmental Protection Authority Gabon Ministère de l’Environnement de la Conservation de la Nature des Eaux et des Forêts, Service de l’Environnement Rural et Urbain Ghana Ghana Atomic Energy Commission Guinea Ministère de l’Environnement et du Développement Durable, Ministry of Tourism Environment and Culture Kenya Africa Insect Science for Food and Health, Horticultural Crops Development Authority, Kenya National Assembly, Ministry of Agriculture, Ministry of Energy, Ministry of Health, Ministry of Livestock Development and Fisheries, National School of Feeding Council Mauritania Ministère Délégué auprès du Premier Ministre chargé de l’Environnement et du Développement Durable Nigeria Department of Horticulture Technology, Government of the State of Oshun, National Biotechnology Development Agency Sierra Leone Ministry of Agriculture and Food Security South Africa Department of Agriculture, South African Medical Research Council Tanzania Ministry of Livestock Development, Ministry of Agriculture Food Security and Cooperatives Uganda Uganda National Council for Science and Technology Zambia National Agricultural Information Services Zimbabwe Biosafety Board of Zimbabwe, Department of Research and Specialist Services, National Biotechnology Authority Seed Co. Ltd. NGOs Benin Africa Rice Center, International Center for Soil Fertility and Agricultural Development, United Nations Population Fund Burkina Faso Burkina Biotech Association, Societe Burkinabe des Fibres Textiles Ethiopia Africa Rice Centre, International Livestock Research Institute (ILRI) Kenya African Agricultural Technology Foundation, African Seed Trade Association, African Technology Policy Studies Network, Biosciences Eastern and Central Africa (BecA) Hub, CGIAR Gender and Diversity Program, CIMMYT, Eastern Africa Farmers Federation, ICRAF, ICRISAT, IITA, ILRI, JICA Kenya Office, Maendeleo Agricultural Technology Transfer Fund, The African Centre for Technology Centre Studies, UN Food and Agriculture Organization, United Nations Environment Programme Malawi Biotechnology- Ecology Research and Outreach Consortium, IITA, PBS Mali ICRISAT, International Center for Soil and Agricultural Development Mozambique Sasakawa Global 2000 Niger ICRISAT Nigeria IITA, IRRI Senegal United Nations Development Programme South Africa AfricaBio, Food Agriculture and Natural Resources Policy Analysis Network, IITA, Pharmaceutical Industry Association of South Africa Swaziland ICARDA Tanzania IITA, Tanzania Home Economics Association Togo IFDC Africa Division Uganda Eastern Africa Farmers Federation, ILRI, CIP, Uganda Coalition for Sustainable Development Zambia Common Market for Eastern and Southern Africa, Grain Traders Association of Zambia

131 Appendix

Stakeholders Country Organizations Zimbabwe Biotechnology Trust of Zimbabwe, Center for International Forestry Research Media Ethiopia Ethiopian Environmental Journalists Association Gabon Business Gabon, Radio TV Gabon - Channel 1, Societe Nationale de Presse Ghana Ghana News Agency Kenya African Press Agency, Citizen TV, Janak Communications, KBC Radio, KBC TV, Kenya Broadcasting Corp., Kenya News Agency, Media for Environment Science Health and Agriculture (MESHA), National Media Group, Radio Lake Victoria, Royal Media Services Ltd., Science Africa, The East African, The Standard Group Nigeria Guardian Newspapers Ltd. South Africa AgriPress Communications for Agriculture, Green Ink Publishing Services Ltd., Landbou Weekblad Uganda The East African, The Farmers Voice Newspaper, The New Vision Publishing and Printing Co. Ltd., Vision Voice

132 Index

A biotechnology acceptance, 3, 13, 15, 16, 28, 38, 42, 45, 47, 48, 66, 70, ABSF, 17-22 82 ABSPII, 32-33, 41 communication, 8, 9, 10-11, 31, 33, 41, 56, 100, 104 agricultural biotechnology, 17, 32, 36, 43-46, 48, 63, 67- debate, 2, 49, 52 69, 72, 74, 76, 91, 97, 99 perception, 3, 14-16, 33 anti-biotech campaigns, 2, 5, 14, 21, 25, 44, 86 Biotechnology Information Centers Arisen, 66 Bangladesh, 5, 7, 30, 33, 46-47, 68 Arujanan, M., 9, 27, 51, 59, 73, 103 China, 5-7, 30-31, 42, 47, 52, 54-55, 83, 91 ASFARNET, 43-44 East and Central Africa, 8, 16, 67 Australia, 13-14, 31, 60-61, 91 Egypt, 5-6, 8, 30, 50, 57, 91 biotech development status, 13-14 India, 5-7, 31, 33, 35-36, 38, 82, 92 biotech workshop, 31 Indonesia, 5-8, 30, 33, 44, 68, 101 Japan, 5, 7-8, 46, 85 Korea, 5, 7-8 B Malaysia, 5-8, 31, 38, 41-42, 47, 48, 52-54, 65-66, 92, 99-100 Bangladesh Pakistan, 5, 7-8, 30, 42, 58, 66, 68-69, 91-92 BIC background, 7-8, 68 Philippines, 5-8, 25, 31, 34, 44, 46, 52, 56, 69, 76-78, biotech development status, 13-14 83, 85-86, 92, 101 essay contest, 68 Thailand, 5-8, 30, 37, 45, 57, 92 media seminars, 30, 33 Vietnam, 5-7, 68, 78, 91-92 potential biotech country, 13 Biotech sQuizBox, 56, 67, 85-86 risk communication workshop, 39 BiotechToons, 63, 83-88 workshop for Muslims, 46-47 BIOTROP, 8, 33 Biofuels Supplement, 9, 94 blog, 71, 98, 100-101, 105 biosafety Borlaug, N., 6 capacity building, 19-20, 30-34, 41, 45-46, 48-50, 65- Bt eggplant 66, 77 capacity building, 34, 44-45 regulations, 16-18, 20-23, 25, 37-39, 41-42, 64, 74, 78, information, education, and communication, 24-26, 95 38, 63, 67 research, 22, 63-64 Burkina Faso biotech communication biotech adoption, 50 cartoons, 56, 67, 79-87, 88 media seminar, 32 essay contests, 31, 53, 63, 68-69 radio initiatives, 74-76 framework, 10 study tour, 46, 49, 50 fashion show, 52-54, 63 video documentary, 35 challenges, 3, 13-14, 41, 61 videos, 9, 19, 35-36, 39, 50, 56, 68, 80, 82, 90, 92, 98, 105-106 biotech crops adoption, 2, 4, 60, 70 environmental benefits, 4 R&D, 18, 24, 25, 26, 28, 38, 44

133 C F

Cartagena Protocol on Biosafety, 3, 23, 37 field cartoons, 67, 79-88 experiences, 9, 12, 13-26, 35, 43, 64, 67 China tours, 16, 30, 32, 35, 46, 50, 78 BIC background, 7 trials, 24-26, 34, 44, 64 BIC website, 91, 92 food safety, 49, 55, 67, 86 biotech crop adoption, 4 food security, 4, 10, 16-17, 34, 43, 53, 56, 69, 72, 87 biotech development status, 4, 13, 35, 61, 67 cartoons, 83 GM into campus, 52, 54-55 G media seminar, 31 mega-biotech country, 13 genetically modified crops, see biotech crops scientist and educators dialogue, 42 global biotech information network, see Biotech video documentary, 35, 36 Information Centers workshop for Muslims, 47 Global Knowledge Center on Crop Biotechnology, 4, 5-9, communication 90 barriers, 3, 11 board game, 31 face-to-face, 7, 12, 27, 37, 105 communication workshops, 41-50 science, 2, 3, 4, 5-12, 15, 28, 53, 59-69, 74, 80, 89-90, information dissemination, 90-102 103 publications, 59-72, 85 strategies, 4, 6, 12, 16-26, 27, 31, 34, 37, 38, 40, 48, 80, risk communication workshop, 39 104 knowledge management, 9-12 communication value web, 28-29 video documentaries, 35-36 crop biotechnology, public acceptance, 3, 13, 15, 16, 28, GM food, 16, 38, 46, 49, 54-55 38, 42, 45, 47, 48, 66, 70, 82 Golden Rice, 38, 44, 45 Crop Biotech Update, 9-10, 92-98 logo and banner, 95 multiplicity of information, 96-97 H subscribers, 94-96 Hautea, R., 13-14 D I database, electronic, 9 approved biotech crops, 9, 90, 97 ICRISAT, 8, 33, 106 media impressions, 9, 70 ILRI, 8, 9 website content manager, 9 India decision-making, biotech, 3, 15, 38, 47 anti-GM resistance, 2, 15 BIC background, 7, 8 BIC website, 91, 92 E biotech adoption, 4 biotech development status, 14 effective communication, 20, 31, 43 cartoons, 80-82 Egypt farmers’ workshops, 43 BIC background, 8 media seminar, 31, 32, 33 BIC website, 91, 92 mega-biotech country, 13 biotech crop adoption, 74 publications, 63, 64 Biotechnology Day, 57 social media, 99 electronic newsletter, 93 video documentary, 35 media seminar, 30 workshop for Muslims, 47 study tours, 50 Indonesia, 35-36 workshop for Muslims, 46, 47 BIC background, 7, 8 environmental safety, 82 BIC website, 91, 92 essay contest, 68

134 extensionists’ workshop, 41 workshop for policy makers, 37 farmers’ workshop, 43, 44-45 knowledge-sharing, 3, 4, 5, 6, 9, 10, 13, 27-50, 54, 61-62, GM acceptance, 45 90, 92, 101 media seminar, 30, 34, 38-39 Korea risk communication workshop, 39 BIC background, 7, 8 scientists’ workshop, 39 BIC website, 91, 92 video documentary, 36 media seminar, 34 workshop for Muslims, 46, 47 informal learning, 29, 51, 52, 58 information L flow, 15 misinformation, 1, 9, 24, 26, 34, 41, 67, 74 legislation, 16, 19, 21, 37, 50, 64 multiplicity, 36, 60, 96 Lele, Dodo, and Mimi, 55, 83 network, 4, 6, 9-12 revolution, 96 scarcity, 5 M sharing/exchange/dissemination, 3, 29, 48, 91 theory, 96 Malaysia Internet, 89-102 BIC background, 7, 8 BICs’ websites, 92 BIC website, 91, 92 crop biotech communication, 89-102 Biosafety Bill, 38 ISAAA website, 9, 10, 36, 60, 67, 83, 85, 90, 91, 98, 101 biotech development status, 14, 36-38 RSS, 10, 91 biotech R&D, 38 science communication, 89-90 CPB ratification, 37-38 social networking (see social media) educators’ workshop, 42 IRRI, 34, 45, 46 farmers’ workshop, 43 ISAAA, 4-12, 28, 37, 42 media seminar, 31, 34, 41 MyBio Carnival, 52-54 potential biotech country, 13 J publications, 64-65, 66 risk communication workshop, 39 James, C., 6, 60, 70, 100 scientist-journalist workshop, 41 Japan social media, 99 BIC background, 7, 8 workshop for Muslims, 46-47 cartoon contest, 85 workshop for policy makers, 38 study tour, 46 Mandy and Fanny Juanillo, N., 38, 46 Africa, 82-83 South Asia, 80-82 mass media, 12, 20, 22, 26, 29-36 K media impression, 9, 60, 70-72 media workshop, 31-33 Karembu, M., 16, 17, 28, 32, 33, 73, 79 mega-biotech countries, 13 Kenya modern biotechnology, or see biotechnology BIC background, 8 mobile journalist, 105 Biosafety Act, 16-23 biotech quiz, 54 cartoons, 82-83 N communication strategies, 21-23 communication workshop, 39, 41 Navarro, M., 13-14, 24, 78, 86-88 fashion show, 52, 54 Navarro, R., 33, 106 inter-agency workshop, 32 NGOs, 2, 14, 16, 45, 74, 95, 96, 101 OFAB Kenya, 48-49, 99 publication, 64, 65, 67 radio initiatives, 74-76 study tour, 50

135 O S

OFAB, 18, 48-49, 99 science communication, 5-12 capacity building, 16 cartoons, 80 P internet, 89-90 new technologies, 2, 4 Pakistan publications, 13, 59-69 BIC background, 7 radio, 74 BIC website, 91, 92 role in decision-making, 3, 15, 28, 103 biotech crop adoption, 4 workshops/seminars, 53 educational booklet, 69 scientoonics, 80 essay contest, 68 SEO, 90 internship program, 58 social media, 81, 92, 98, 102 media seminar, 30, 31, 33 blog, 100 newsletter, 66 Facebook, 99-100 workshop for educators, 42 Twitter, 101 workshop for Muslims, 47 Wikipedia, 99, 101-102 partnerships, 11, 12, 14, 26, 35, 37, 106 stakeholder engagement Petri Dish, 66 academics/scientists, 38-42 Philippines communication value web, 28-29 BIC background, 7 farmers, 42-46 BIC website, 91, 92 media practitioners, 29-36 biotech corn development, 28, 63, 86 multi-stakeholder groups, 48-50 biotech development status, 14, 35 policy makers, 36-38 BiotechToons contest, 84 religious sectors, 46-48 Bt eggplant outreach, 24-26 DA, ICT-service, 105 farmers’ workshop, 44, 46 T mega-biotech country, 13 National Biotechnology Week, 56 technology, public resistance, 1-2 radio initiatives, 76, 78 Thailand study tours, 34-35, 38, 43 Agricultural Exhibition, 57-58 workshop for Muslims, 47 BIC background, 7, 8 publications, 59-72 BIC website, 91-92 books, 61-63 biotech development status, 14 briefs, 60, 61-62 GM papaya development, 36, 37 information series, 65 live classroom, 45 journal articles, 69 media seminar, 30 monographs, 63-65, 91, 100 newsletter, 66 newsletters, 8, 10, 66-67, 92-98

U R UNESCO, 32, 33, 73 radio, 73-78 Africa, biotech programs, 74-76 community radio, 73-74 V Philippines, biotech programs, 76-78 school-on-the-air, 74, 77-78 value web, see communication value web science and technology, 74 Vietnam Vietnam, biotech programs, 78 BIC background, 7 religious sector, biotech engagement, 46-48 BIC website, 92 risk communication workshop/training, 16, 25, 30, 39-41 biotech development status, 14 RSS, 10, 91 essay contest, 68

136 potential biotech country, 13 publications, 64 radio initiatives, 78 Voice of Vietnam, 78 Virtual Academy for the Semi‐Arid Tropics, 106 visual media, see cartoons visual representation of science, 86-88 video documentaries, 19, 35-36

W

Wikipedia, 99, 101-102

137

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