Abstract copyright UK Data Service and data collection copyright owner.

The study investigated the presentation of genetic modification (GM) crop research at the University of Reading to non-specialists within the university, and to users, potential students, and the general public outside. The aim was to uncover how linguistic and rhetorical choices vary with the purpose of the communication and with the communicator's perceptions of audience knowledge and views, and how these choices may persuade or antagonise their receivers. The objectives of the study were to determine: what factors guide GM scientists when presenting research findings to outsiders; whether presentation varies with scientists' perceptions of audience knowledge and views, and purpose of communication; whether linguistic choices vary with scientists' perception of the formality, distribution and genre of the presentation; whether linguistic choices aggravate or appease public and academic opinion about the desirability of research into GM crops.

Main Topics:

The data collection includes: 17 interview transcripts with University of Reading GM scientists; seven interview transcripts with University of Reading non-specialists (academics, support staff, students); five interview transcripts with outside consultants (including environmental non-governmental organisations (NGOs) and corporate executives); seven University of Reading GM seminar transcripts; four University of Reading press releases; one set of University of Reading standing committee meeting minutes; 32 University of Reading bulletin items. The interview transcriptions are complete, except for the interviews of the five outside commentators, where one hour (11-13 page) samples were taken.

Theoretical sampling (Glaser and Strauss, 1967) was used.

Face-to-face interview

Compilation or synthesis of existing material