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