Our objective in this work is to analyze the advantages, limitations, and challenges of a TV soap opera as a tool for communicating issues related to human cloning. Our object of study is O clone (The clone), broadcast by TV Globo, the main channel in Brazil, reaching an audience of approximately 85 million people per day. The methodology we used in our study was an 'exhaustive qualitative methodology': we recorded every chapter in videotape and identified every part related to science and scientists. Then, we undertook an analysis of the recorded material aiming to answer the following questions: What and how are scientific issues and genetic techniques presented? What image of scientists is being transmitted? How are ethical and risk aspects being considered in O clone? To what extent is it possible to put in debate, in an appropriate way, such a controversial subject, involving so many different aspects, using a fanciful soap opera to discuss the topic? Finally, we aim to propose the following question: is it possible that a soap opera like O Clone can be used as a significant science popularization tool?

">
 [PCST]
PCST Network

Public Communication of Science and Technology

 

Human cloning
A soap opera as a science communication tool

Luisa Massarani   Museum of Life/COC/Fiocruz, Brazil

Ildeu de Castro Moreira   Federal University of Rio de Janeiro, Brazil)

Our objective in this work is to analyze the advantages, limitations, and challenges of a TV soap opera as a tool for communicating issues related to human cloning. Our object of study is O clone (The clone), broadcast by TV Globo, the main channel in Brazil, reaching an audience of approximately 85 million people per day. The methodology we used in our study was an 'exhaustive qualitative methodology': we recorded every chapter in videotape and identified every part related to science and scientists. Then, we undertook an analysis of the recorded material aiming to answer the following questions: What and how are scientific issues and genetic techniques presented? What image of scientists is being transmitted? How are ethical and risk aspects being considered in O clone? To what extent is it possible to put in debate, in an appropriate way, such a controversial subject, involving so many different aspects, using a fanciful soap opera to discuss the topic? Finally, we aim to propose the following question: is it possible that a soap opera like O Clone can be used as a significant science popularization tool?

[PDF 77.45 kB]Download the full paper (PDF 77.45 kB)

BACK TO TOP