Conclusion of project concerning online discussions of nanotechnology [10.09.2010]

Launched in 2008, the project "Risk perception in the area of nanotechnology: an analysis of Internet forums", on which ITAS cooperated with Zebralog (Berlin), has been brought to a conclusion with the publication of the final report's English version. The analysis, which was commissioned by the Federal Institute for Risk Assessment (BfR), comprises a study - innovative in terms of its contents and methods - into how nanotechnology is viewed by the general public and shaped by society. It analyses how people perceive the opportunities and risks of nanotechnology and individual nanoproducts, how this perception differs from one area of nanotechnology application to another (e.g. cars, health and cosmetics) and which linguistic images and interpretative frames are used in online discussions of nanotechnology. By examining everyday interpersonal online communication in which people express opinions of nanotechnology of their own accord, the study fills a gap in research into the public image of this field of research and technology.

The study followed a novel approach in a number of respects: the central focus was on German-language online discussions of nanotechnology and, in particular, of various nanotechnology-based products, pursued by people of their own accord. The results of an in-depth analysis of the discussion contents, based on around 500 individual posts, confirm in many respects what is already known from surveys and other studies: overall, the level of acceptance of nanotechnology is currently high. It is noticeable, however, that the beneficial aspects of nanotechnology or of specific nanoproducts are assessed more negatively in a considerable proportion of the reviewed discussion contributions. Clearly, in this particular group of consumers that are active in Internet forums, first generation nanoproducts face acceptance problems less as a result of fears of their risks than as a result of doubts about their benefits. At the same time, an analysis of the online discussions over the course of time shows that both references to risks and negative views of nanotechnology or nanoproducts are increasing. More in-depth analyses of the quality of individual discussion contributions, such as an analysis of the imagery used to depict nanotechnology, provided indications that a not inconsiderable potential for conflict exists here.

The study was therefore able to find out more about the views of a sector of the population which is already interested in nanotechnology. Furthermore, it was able to expand the range of instruments employed to investigate the public perception of nanotechnology beyond conventional means such as surveys, traditional media analyses and deliberative methods (such as focus groups). On the Internet, early users of nanoproducts, and other people who already have an interest in nanotechnology, discuss this field of research without being guided by experts and without taking part in an artificial survey situation. Through their availability on the Internet, the results of such discussions also represent a public source of information and opinion-forming about nanotechnology that is likely to attract greater attention in the future.

Bibliography of final report, German version:

Albrecht, St.; Coenen, Chr.; Yang, M.; Trénel, M.
Wahrnehmung der Nanotechnologie in internetgestützten Diskussionen. Ergebnisse einer Onlinediskursanalyse zu Risiken und Chancen von Nanotechnologie und Nanoprodukten (BfR-Wissenschaft 04/2010; hg. von Böl, G.-F.; Epp, A.; Hertel, R.). Berlin: Bundesinstitut für Risikobewertung 2010
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Bibliography of final report, English version:

Albrecht, St.; Coenen, Chr.; Yang, M.; Trénel, M.
Perception of Nanotechnology in Internet-based Discussions. The risks and opportunities of nanotechnology and nanoproducts: results of an online discourse analysis (BfR-Wissenschaft 08/2010; edited by Böl, G.-F.; Epp, A.; Hertel, R.; translated by Chris Cave, Berlin). Berlin: Federal Institute for Risk Assessment 2010
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Project site: Risk perception in the area of nanotechnology: an analysis of Internet forums