# The influence of GMO media strategies on public perceptions of CRISPR crop technologies in Southern Ontario

## TL;DR

This study explores how public perceptions of GMOs and CRISPR crops in Southern Ontario are influenced by media messaging and communication strategies.

## Contribution

The study introduces a mixed-methods analysis linking GMO media strategies to public acceptance of CRISPR crops.

## Key findings

- Public hesitance toward GMOs and CRISPR crops is influenced by consumer behavior and cost.
- Science journalists highlight concerns about public education and social media's role in shaping perceptions.
- The public does not distinguish CRISPR crops from GMOs despite different regulatory frameworks.

## Abstract

Genetically modified organisms (GMOs) have often divided public opinion, one factor influencing perceptions of GMO technologies has been misunderstood or poorly communicated scientific messaging. However, advancements in gene editing tools like CRISPR/Cas9 offer new crop modification possibilities, prompting different regulatory frameworks than traditional GMO technologies. This research examines public understanding of GMOs, awareness of CRISPR crops, and how prior experiences with GMOs shape perceptions of new genetic technologies. A mixed-methods approach was employed, combining a public survey of adults in the Greater Toronto-Hamilton area and interviews with science journalists. Results show hesitance toward GMOs and CRISPR crops, with acceptance most impacted by consumer behavior and cost. Key interview themes include journalist’s concerns about levels of public education, the role of social media, and the cost of goods. Our findings suggest increased transparency and effective communication could improve public acceptance of GMOs and CRISPR crops. While CRISPR crops do not come under the GMO regulatory framework in Canada, our findings show that the public does not recognize this distinction. Without increased transparency and more effective communication CRISPR crops may become widely associated with the negative media frames that have shaped perceptions of GMOs.