On Neo-luddites led by Ayatollahs: The Frame Matrix of the GM Food Debate in Northern Belgium

Abstract

In characterizing the genetically manipulated (GM) food controversy as a risk conflict between different social groups with competing interests, the research question of this paper is which interpretive frames are found to be employed in the struggle over meaning in this conflict. In so doing, this paper not only answers the recent call to attend to the relationship between framing processes and issues of social and political power, but also proposes an extension to William Gamson's approach in order to differentiate these frames on an ideological level. After integrating this framing concept into a media–sociological perspective to the relation between media and science, a methodological framework is set out for identifying these interpretive frames which combines the analysis of frame sponsorship (of science, industry, and movements) and media representation. As a result, a frame matrix of 10 interpretive frames is presented, which comprises the different positions in the struggle over meaning in the GM food risk conflict.

Keywords:

• Framing
• GM Food
• Ideology, Media Sociology
• Power

Acknowledgements

An earlier version of this paper was presented at the annual meeting of the International Communication Association in Chicago (USA) in May 2009. This study would not have been possible without, on the one hand, the financial support of Ghent University (GOA Project No. 01GA0105) and the intellectual and material support from its Centre for Critical Philosophy and the Department of Communication Studies, and on the other, the enthusiastic, hard, and great work by Sarah Van Leuven. I would also like to thank Ruben Baert, Hannes Cannie, Stijn Joye, Veva Leye, Thomas Maeseele, and Hans Verstraeten for their fruitful comments on this paper, and Patrick Vyncke for directing me to Van den Berg and Van der Veer's (1986) seminal work Ideologie en Massamedia [Ideology and Mass Media]. And finally, I need to emphasize the vital role of the editor of the special issue and three anonymous reviewers for their very helpful comments in clarifying my argument.

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Notes on contributors

Pieter Maeseele

Pieter Maeseele is an Assistant Professor at the Department of Communication Studies at the University of Antwerp (Belgium). He is also affiliated to the Centre for Cinema and Media Studies (CIMS) at Ghent University (Belgium)