How do Political Information Exposure and Values Affect Chinese Netizens’ Attitude toward Genetically Modified Food? An Empirical Exploration Based on the Grid-Group Cultural Theory

GAO Fangfang, LIU Yusi, WANG Laidi

Chinese Journal of Journalism & Communication ›› 2022, Vol. 44 ›› Issue (5) : 134-157.

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Chinese Journal of Journalism & Communication ›› 2022, Vol. 44 ›› Issue (5) : 134-157.
Research Articles

How do Political Information Exposure and Values Affect Chinese Netizens’ Attitude toward Genetically Modified Food? An Empirical Exploration Based on the Grid-Group Cultural Theory

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Abstract

The public attitude toward genetically modified (GMO) food and the influence of media on it has been investigated as an important issue. However, not only media construction, but also internal culture is closely related with the public attitude toward GMO food. Based on the grid-group cultural theory, with the data from the 2017 survey of the Chinese netizens (N = 2,376), this empirical study explores the influence of political news exposure and political values on Chinese netizens’ attitude toward GMO food. The results suggested that political news exposure could negatively predict the netizens’ attitudes toward GMO food. Political values (such as cultural attitudes, ethnocentrism, self-evaluated subjective ideology) can not only directly influence the netizens’ attitude toward GMO food, but also acting as moderators between political news exposure and netizens’ attitude toward GMO food. In other words, both political information exposure and cultural worldview could work as important explanation mechanisms that affect netizens’ perception of the risk relating with GMO food.

Key words

attitude towards genetically modified food / political news exposure / grid-group cultural theory / political values / risk

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GAO Fangfang , LIU Yusi , WANG Laidi. How do Political Information Exposure and Values Affect Chinese Netizens’ Attitude toward Genetically Modified Food? An Empirical Exploration Based on the Grid-Group Cultural Theory[J]. Chinese Journal of Journalism & Communication. 2022, 44(5): 134-157

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Based on a survey of Zhejiang University students in Hangzhou, China, this article explores elite students’ political attitudes, especially nationalism. I examine students’ self-identified political orientations, their de facto nationalism (using a three-dimensional model), and the association between students’ media use and nationalistic sentiment.
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Agricultural biotechnology (genetic modification) has encountered resistance from many consumers, resulting in disparate regulatory approaches across different jurisdictions. The recent advent of CRISPR-Cas9, or gene editing, offers the potential for significant improvements in plant breeding. However, little is known currently about consumer responses to the technology. A factor often omitted from previous economic analyses of consumer acceptance of new food technologies is underlying human values or worldviews. Drawing upon cultural cognition theory and using data from a survey of Canadian consumers, we examine the influence of cultural values on food choice behaviours. Respondents' pre-existing cultural values are measured on two dimensions: hierarchy-egalitarianism and individualism-communitarianism. Choice behaviours are captured using a discrete choice experiment featuring a sliced apple product with two consumer-oriented attributes (non-browning and antioxidant-enhanced) and three novel food technologies (gene editing, genetic modification, edible coating). Using a random parameters logit model with error components we find pre-existing cultural values to be significant determinants of choice behaviours. Individuals pre-disposed towards a hierarchical worldview are more accepting of novel food technologies, as are individuals with a communitarian worldview. While the use of gene editing results in negative marginal utilities in a food choice situation, the effect is not as large as with genetic modification, suggesting there is scope to ameliorate potentially negative reactions to the technology with value-compatible messages.
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Chinese people have held collectivistic values such as obligation, giving to other people, obedience and sacrifice of personal interests for thousands of years. In recent decades, China has undergone rapid economic development and urbanisation. This study investigates changing cultural values in China from 1970 to 2008 and the relationship of changing values to ecological shifts. The conceptual framework for the study was Greenfield's (2009) theory of social change and human development. Changing frequencies of contrasting Chinese words indexing individualistic or collectivistic values show that values shift along with ecological changes (urbanisation, economic development and enrollment in higher education), thereby adapting to current sociodemographic contexts. Words indexing adaptive individualistic values increased in frequency between 1970 and 2008. In contrast, words indexing less adaptive collectivistic values either decreased in frequency in this same period of time or else rose more slowly than words indexing contrasting individualistic values. © 2015 International Union of Psychological Science.
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Funding

China’s State Major Research Projects on “Breeding New Varieties of Genetically Modified Organisms” under grant number(2016ZX08015002)
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