Research in Action: Public - University of Calgary

Checking the public pulse
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 Einsiedel, of the University of Calgary’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.
Einsiedel has found that technologies are influenced by public opinion just as technology shapes society. In
controversial areas such as genetically modified (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 Einsiedel.
For four years, with $3.3 million in funding from Genome Canada, Einsiedel led a team of collaborators from
other universities on Phase One of a study on Genomics, Commercialization, and Society. This 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
Einsiedel’s findings are helping to drive changes in public consultation approaches. She influences government
ministries regulating biotechnology through policy papers and presentations.
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.
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