Bio-objects and the media: the role of communication in bio-objectification processes

The representation of biological innovations in and through communication and media practices is vital for understanding the nature of “bio-objects” and the process we call “bio-objectification.” This paper discusses two ideal-typical analytical approaches based on different underlying communication models, ie, the traditional (science- and media-centered) and media sociological (a multi-layered process involving various social actors in defining the meanings of scientific and technological developments) approach. In this analysis, the latter is not only found to be the most promising approach for understanding the circulation, (re)production, and (re)configuration of meanings of bio-objects, but also to interpret the relationship between media and science. On the basis of a few selected examples, this paper highlights how media function as a primary arena for the (re)production and (re)configuration of scientific and biomedical information with regards to bio-objects in the public sphere in general, and toward decision-makers, interest groups, and the public in specific.