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Stories of the "medicine cow": representations of future promises in media discourse

Esa Väliverronen

Esa Väliverronen, Department of Communications, PO Box 54, 00014 University of Helsinki, Finlandesa.valiverronen{at}helsinki.fi

This paper studies the changing media representations and public perceptions of biotechnology through a case study of the generation of transgenic cattle in Finland. The particular focus is on rhetoric of the future: the narrative shaping of future promises, the politics of naming, visual images, and the role of the news media in producing and circulating images of new genetics. It is suggested that scientists can play a dominant role in popularizing scientific and technological innovations by using positive metaphors and visual imagery of genetics.

Public Understanding of Science, Vol. 13, No. 4, 363-377 (2004)
DOI: 10.1177/0963662504046635
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A. Tupasela
Re-examining medical modernization: framing the public in Finnish biomedical research policy.
Public Understanding of Science, January 1, 2007; 16(1): 63 - 78.
[Abstract] [PDF]