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The proposed objectives will not only assess perception and acceptance of nanotechnology in agriculture and food systems but will provide a long-lasting series of programs to inform the public. To accomplish these goals, we propose the following objectives: <OL> <LI> Establish a set of core concerns and concepts based upon front-end surveys. <LI> Create a series of radio programs on nanotechnology from a variety of perspectives and disseminate them. <LI> Create a series of video episodes based upon the radio programs and disseminate them. <LI> Evaluate impact of these informational programs on the public perception and acceptance of nanotechnology. </ol> The project will involve the collaboration of Cornell University and Earth & Sky. External evaluation will be carried out by Waldron Educational Consulting. The deliverables will be a series of radio episodes and video versions of these episodes. It will include the means through which over 55 million views of these episodes can be realized. The deliverables will also include a full independent evaluation of the impact of these programs on the perception and acceptance of nanotechnology in agriculture and food systems. <P>
Together this effort will provide an understanding of the impact of information on the public's perception of nanotechnology and the means to generate effective media to inform the public.
NON-TECHNICAL SUMMARY: The perception and acceptance of nanotechnology by the general public will be assessed along with the impact of information on the public impression of this emerging technology. One very tangible outcome will be a set of best practices through which the general public can be informed on progress made in the field of nanotechnology. To provide an information base we will produce a series of audio and video episodes in collaboration with Earth & Sky. The episodes will cover both potential benefits and risks of the technology. They will be developed after some front-end assessment to determine what the general public knows and their concerns about nanotechnology in agriculture and food systems. The radio episodes will be broadcast as part of the regular Earth & Sky series which reaches approximately nine-million listeners each day. The video versions will be used in two traveling museum exhibitions that are currently on tour in the United States. In addition we will use these videos in other public venues. Over the two year period of this grant (and beyond) approximately 55 million 'views' should be recorded on the subject. We will use online response and interviews with visitors to determine their perceptions of nanotechnology. The interviews and the evaluation of the project will be carried out by an external evaluator to determine the impact of these informational pieces on their perception and acceptance of nanotechnology. The influence of these informational programs will be determined by controlled follow-up interviews.
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APPROACH: The overall strategy will guide a series of objectives that will provide not only an assessment of the general public but also a long-lasting series of informative audio and video programs on nanotechnology as it applies to agriculture and food systems. The dissemination of this effort will be great reaching over ten-million people during the proposed two years (and a total of 55 million 'views'). We will first establish a baseline of knowledge and concerns in the area of nanotechnology as it applies to agriculture and food systems. This knowledge will help to guide the development of six radio episodes by Earth & Sky which will be broadcast to their national audience of over nine million listeners. The episodes will be divided between the supporters and the 'critics' of nanotechnology as it applies to agriculture and food systems. The scripts will be managed by the Earth & Sky team so as to avoid any bias by the PI. The episodes will be spread over a period of approximately one year although they will also be available as podcasts through a number of portals including iTunes. As part of the evaluation, the episodes will be linked to an opportunity for listeners to comment and to ask questions of the scientists interviewed. The audio programs will be converted to a video format to help further engage the general public especially visitors to the museum exhibition. The museum environment and other venues (e.g., malls and other public spaces) will form the basis for determining public perception and acceptance of nanotechnology as it applies to agriculture and food systems.