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How scary! An analysis of visual communication concerning genetically modified organisms in Italy

机译：太恐怖了！意大利有关转基因生物的视觉传达分析

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摘要

Several studies provide evidence of the role of written communication in influencing public perception towards genetically modified organisms, whereas visual communication has been sparsely investigated. This article aims to evaluate the exposure of the Italian population to scary genetically modified organism-related images. A set of 517 images collected through Google are classified considering fearful attributes, and an index that accounts for the scary impact of these images is built. Then, through an ordinary least-squares regression, we estimate the relationship between the Scary Impact Index and a set of variables that describes the context in which the images appear. The results reveal that the first (and most viewed) Google result images contain the most frightful contents. In addition, the agri-food sector in Italy is strongly oriented towards offering a negative representation of genetically modified organisms. Exposure to scary images could be a factor that affects the negative perception of genetically modified organisms in Italy.
机译：几项研究提供了书面交流在影响公众对转基因生物的感知中的作用的证据，而视觉交流已得到了稀疏的研究。本文旨在评估意大利人口暴露于可怕的转基因生物相关图像中的情况。考虑到令人恐惧的属性，对通过Google收集的517张图像进行了分类，并建立了说明这些图像的可怕影响的索引。然后，通过普通的最小二乘回归，我们估计可怕影响指数与描述图像出现背景的一组变量之间的关系。结果显示，第一个（也是查看最多的）Google结果图像包含最可怕的内容。此外，意大利的农业食品部门强烈地致力于提供转基因生物的负面代表。暴露于可怕的图像可能是影响意大利对转基因生物的负面看法的一个因素。

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