This pioneering look at the communication of biotechnology will be an essential resource for researchers and policy makers, and those involved in agricultural biotechnology communication campaigns. As the use of biotechnology in the agriculture industry rises, examining the feelings of the public towards this controversial issue and understanding how public opinion has formed has become increasingly more important. It has become apparent that there are more factors involved than just a lack of scientific knowledge about biotechnology and genetically modified foods that effect public acceptance of this technology.