Visual representation of science: how cartoonists define crop biotechnology

The mass media is the primary source of information on science and technology for the layman. How cartoonists “define” a science concept or issue for instance can contribute significantly to how the public forms an opinion about a topic that is not known or clear. Hence, this study was conducted to determine how cartoonists in Philippine national newspapers “define” crop biotechnology. A sample of cartoons published during 2000-2009 was analyzed as to message, tone, and use of frame and symbols. Complementing this study was a parallel analysis of 75 cartoons that were submitted to BiotechToons, a contest for cartoonists on biotechnology, in 2011. Majority of cartoons in the initial years of biotech reporting were generally negative in tone, preferred the fear appeal, used exaggeration in the absence of concrete products, and unfamiliarity with the concept. They often reflected the articles they accompanied. With the commercialization of a biotech crop in 2003, cartoons were more positive in perspective, highlighting the technology’s benefits. The availability of science-based sources enabled cartoonists to have a broader view of the technology framed to highlight benefits and its impact on farmers and consumers.