The influence of GMO media strategies on public perceptions of CRISPR crop technologies in Southern Ontario.

Genetically modified organisms (GMOs) have often divided public opinion, one factor influencing perceptions of GMO technologies has been misunderstood or poorly communicated scientific messaging. However, advancements in gene editing tools like CRISPR/Cas9 offer new crop modification possibilities, prompting different regulatory frameworks than traditional GMO technologies. This research examines public understanding of GMOs, awareness of CRISPR crops, and how prior experiences with GMOs shape perceptions of new genetic technologies. A mixed-methods approach was employed, combining a public survey of adults in the Greater Toronto-Hamilton area and interviews with science journalists. Results show hesitance toward GMOs and CRISPR crops, with acceptance most impacted by consumer behavior and cost. Key interview themes include journalist's concerns about levels of public education, the role of social media, and the cost of goods. Our findings suggest increased transparency and effective communication could improve public acceptance of GMOs and CRISPR crops. While CRISPR crops do not come under the GMO regulatory framework in Canada, our findings show that the public does not recognize this distinction. Without increased transparency and more effective communication CRISPR crops may become widely associated with the negative media frames that have shaped perceptions of GMOs.