Preview of new book on nanotechnology and public attitudes

For anyone who has been following the discussion about public perceptions, opinion polling, and nanotechnology, there’s a new book on the horizon: Nanotechnology: Public Perception and Risk Communication by Susanna Priest. The proposed publication date is Aug. 15, 2011. Dietram Scheufele (nanopublic blog) will be contributing a chapter of which a draft copy is currently being featured on his blog. Here’s an excerpt from Dietram’s draft,

Patterns of news coverage on nanotechnology are developing in ways that mirror issue cycles for previous technologies, including agricultural biotechnology. In particular, early coverage of nanotechnology was dominated by a general optimism about the scientific potential and economic impacts of this new technology (Dudo, Dunwoody, & Scheufele, forthcoming; Friedman & Egolf, 2005; Friedman & Egolf, 2007). This is in part related to the fact that a sizeable proportion of nanotechnology news coverage – at least in newspapers – continues to be provided by a handful of science journalists and business writers (Dudo, Choi, & Scheufele, 2011; Dudo et al., forthcoming).

Attitudes without Knowledge?

The overall positive framing of nanotechnology in news outlets is also linked to support for more research and funding among the general public (Cobb & Macoubrie, 2004; Scheufele & Lewenstein, 2005). This connection between media coverage and support for nanotechnology, however, does not follow traditional knowledge deficit models (for an overview, see Brossard, Lewenstein, & Bonney, 2005). Instead, most research on public attitudes toward nanotechnology does not show an impact of media coverage on lay audiences’ understanding of the technology, which – according to knowledge deficit models – would produce more positive attitudes toward the technology. Instead, most recent research has found that the driving factor behind public attitudes are various forms of heuristics or cognitive shortcuts that audiences use to make sense of the technology, even in the absence of information (Scheufele, 2006).

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