This paper addresses the use of metaphors in creating public representations of biotechnology in the United Kingdom's leading quality press. Metaphors referring to biotechnology and its applications have been analyzed in press articles covering the period 1973-1996. The paper describes how metaphors can be used to popularize complex technical information while at the same time providing a highly charged message about the technology itself. The analysis draws conclusions about the content and general direction of the debate on biotechnology during the past three decades.
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References
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For a review of attitude formation in new technologies, see D. L. Daamen, I. A. Van der Lans, and C. J. Midden, “Cognitive Structures in the Perception of Modern Technologies,”Science, Technology, and Human Values15, 2, (1995): 202-205.
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See J. Turney, Frankenstein's Footsteps: Science, Genetics, and Popular Culture (London: Yale University Press, 1998).
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This particular idea proved exciting enough to produce some popularization of science bestsellers, e.g., R. Dawkins, The Selfish Gene (Oxford: Oxford University Press, 1976).
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For a detailed description see, J. Durant, M. W. Bauer and G. Gaskell, eds., Biotechnology in the Public Sphere: A European Sourcebook (London: Science Museum, 1998).
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The print media offered wide-circulation media representative of major socio-political and scientific views: The New Scientist is a magazine dedicated to popularizing scientific discoveries and developments. It focuses on scientific issues and is run by an editorial team with academic backgrounds in natural sciences. Often, scientists implicated in core research contribute articles describing their work. As a media outlet with an interest in debates on new technologies, the New Scientist embraces opinions in addition to hard facts. With a circulation of 80,000 and a readership profile covering all ages (National Readership Profile, 1996), it reaches a wide audience interested in scientific issues. Moreover, the magazine usually covers biotechnological issues, the total number of articles focusing on biotechnology reaching 500 in 1995. The Economist focuses mainly on financial and economic issues. It covers all aspects of economy, such as industrial indices, the stock market, trade and monetary policy, and offers detailed analysis and forecasting. It occasionally covers scientific and technological developments, especially if they are implicated in economic life. It is a highly opinionated magazine that is widely respected by its target audience. Its readership consists mainly of high-income males with top management positions covering all age groups (Willing's Press Guide [London: Haywards Heath, 1997]). In 1996, the circulation of the Economist reached 100,000 copies (National Readership Profile, 1996). Biotechnological issues are covered regularly, reaching 100 articles in 1995. The Independent is an opinion-leading daily newspaper focusing on current affairs. It is considered opinion-leading in the sense that it is an agenda-setter in the media as The Times was before 1987 (see, M. Bauer, J. Durant, G. Gaskell, M. Liakopoulos, and E. Bridgeman, “United Kingdom,” in Biotechnology in the Public: A European Sourcebook, ed. J. Durant, M. W. Bauer, and G. Gaskell (London: Science Museum, 1998). It holds no political or other affiliation and covers every issue of general or specific concern. It is believed that journalists of other newspapers do read The Independent to get a “feel” for worthwhile news. It has a circulation of 250,000, and a relatively young audience. Moreover it shows very intense and particular coverage of biotechnological issues. The extent of its coverage is shown in the fact that, in 1995 alone, it had 700 articles on biotechnological issues.
20.
For fundamentals of content analysis, see K. Krippendorff, Content Analysis: An Introduction to its Methodology (London: Sage, 1980).
21.
The identification of metaphors linked to biotechnology provides an inventory of biotechnology metaphors. The order in which they are presented does not denote their frequency. Frequency of metaphor use is not of particular interest in this research since the type of biotechnological development metaphors utilized to describe it can be biased. The main interest of the research lies in the invariable aspect of metaphor use. As part of representation formation, metaphors have a basic function that is independent of how often they appear in the media. What is a rare appearance today might be a common occurrence tomorrow, provided there is fertile ground for its development.
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Nelkin and Lindee, The DNA Mystique.
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See Baueret al., “United Kingdom.”
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D. Nelkin , Selling Science: How The Press Covers Science And Technology (New York: W. H. Freeman, 1987).
