Marketing Science

Abstract

The controversy over genetically engineered foods can be seen as a struggle over knowledge, whose version of truth will be accepted. Drawing off frameworks from social studies of science, the following is a qualitative content analysis of the corporate ideology of “life science” companies. The texts of five companies, from the time period of 2000 to 2003, are analyzed. Somewhat paradoxically, companies attempt to juggle the multiple tasks of branding/selling a unique product while acting as a teacher to the general public and presenting seemingly unbiased and objective knowledge. Companies rely on many of the discursive tactics previously outlined by researchers, while appearing to modify them somewhat to respond to public controversy. However, although it has been asserted that modern times have created a postmodern society where science loses its grand authority, companies work to reaffirm modern notions of science as progress even though claiming they are engaging in dialogue with the public.