Taking society’s pulse: U of C researcher checks in to see if new technologies will fly

It’s one thing to discover how to genetically modify foods or conduct research on stem cells. It’s an entirely different matter whether today’s highly-informed and opinionated public will ever let you use such controversial technologies.

Dr. Edna F. Einsiedel, of the U of C’s Faculty of Communication and Culture, studies the social issues around emerging technologies in the fields of genomics and biotechnology. Her work explores how society’s response to controversial technologies influences strategy and policy development.

Dr. Einsiedel has found that technologies are influenced by public opinion just as technology shapes society. In controversial areas such as GM foods, public response is the most influential factor in their acceptance or rejection. The opinions of users, opponents, supporter groups and the regulatory system directly influence how a technology will be commercialized.

Her work will have direct impact on how new technologies are brought to market and how Canadian products are received in markets at home and abroad.

“How do we bring democracy into technology decision-making? Regulators are expanding the groups they consult with and, through this research, we are creating a broader understanding of what it takes for a technology to succeed or the reasons for its failure,” says Dr. Einsiedel.

For four years, with $3.3-million in funding from Genome Canada, Dr. Einsiedel led a team of collaborators from other universities on phase one of a study on Genomics, Commercialization, and Society. This GE3LS project was one of only three social science projects funded in the first competition. The team investigated consumer responses to information about GM food, intellectual property issues, regulatory approaches, media and public participation in policy development.

Enhancing engagement

Dr. Einsiedel’s findings are helping to drive changes in public consultation approaches. She influences government ministries regulating biotechnology through policy papers and presentations.

A second GE3LS study, with an additional $2.9-million of funding, began in April 2006. The research includes public consultation in late-2006 on plant molecular farming as an example of a different regulatory approach, with the public and stakeholders being consulted earlier, more often, and using a variety of engagement options. Plant molecular farming involves genetic engineering of plants to produce pharmaceutical and industrial products.

Global impact of different stance

Dr. Einsiedel’s team works closely with researchers in the U.S. and Europe to understand how diverse societies react to and develop policies on similar scientific advancements. In today’s global economy, responses to the commercialization of controversial technologies can directly affect market reception and export viability for Canadian producers.