A Semiotic Analysis of Biotechnology and Food Safety Images in Time, Newsweek, and U.S. News & World Report

Abstract

This study examined the photographs and photo illustrations used in Time, Newsweek, and U.S. News {&} World Report biotechnology and food safety stories in 2000 and 2001. Semiotic theory provided a conceptual framework for interpreting data collected through a quantitative content analysis. The evaluation of 45 images indicated that the news magazines had relatively balanced coverage of the issues. Five categories of images were determined to be used by the news magazines: food, animals, scientists or food handlers, producers, and foreign. These results are consistent with journalism research in relationship to the use of images to create perceptions and support stereotypes. Based on the results of this study, agricultural communications and journalism programs should emphasize visual media literacy. Understanding how images support stereotypes or influence public perception, rather than providing objective information, can be used to develop communications campaigns advocating a point-of-view. [ABSTRACT FROM AUTHOR] Copyright of Journal of Applied Communications is the property of Association for Communication Excellence and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)