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Case Study on Monsanto's Efforts in Image Management

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Eunjee Song

on 25 April 2014

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Transcript of Case Study on Monsanto's Efforts in Image Management

CMGT 506: Naia Hong, Yunjia Ge, Eunjee Song
Monsanto's Efforts in Image Management

Media Depictions of Monsanto
Who is Monsanto?

Started in 1901 in the chemical/plastic industry, but is now in the food industry.
Monsanto is a publicly traded multi-national corporation based in Missouri.
As of April 03, 2013 made $1.4 billion dollars.
Producer of harmful products such as Agent Orange, saccharin, and herbicides.
Is now the biggest producer of genetically modified foods through biotechnology and the herbicide Roundup.

know very little or nothing

never heard of GMO

GMO Survey

know very little or nothing
never heard of GMO

Most U.S. consumers still unaware of GMO
Monsanto Propaganda Activities
Social Elites
GMO Leveling Law : 90% American want
Over $382,000 was paid to the Senate and the House
Revolving door connection with FDA and USDA
GM crops in US are controlled by Monsanto

Patent on seed and plant
Monsanto Monopoly

Digital forms of communication contribute to the technical infrastructure necessary to expand profit for corporations (i.e. elites), yet it also extends the power to the public that was not feasible before technology.
As McChesney illustrated, we are in an era of transition with new communication technologies --> transparency & 2-way dialogue are key drivers of successful image management/PR
Vertical propaganda
Horizontal propaganda proliferates as an effect of Monsanto's vertical propaganda system
Monsanto views the public as a crowd AND public because they do not appear to be making much effort into pacifying public's outrage/negative opinions, but expends effort through education
Governmental policies + consolidating power from the farm to the supermarket

Argument & Suggestion
Harmful for health
Immediate cause: Patent war and law suits
March Against Monsanto (organized with the help of social media, website,and online communities)

gives political power to control market
and it diminishes consumer choice and maximize profit
Full transcript