Social and Behavioral Sciences Commons^™

Snatching Defeat From The Jaws Of Victory: The Curious Case [Study] Of California’S Proposition 37, Dave Brundage

Masters Theses

In 2012, California became the first state to qualify a ballot measure for public vote on the topic of genetically modified food labeling. Proposition 37, The California Right to Know Genetically Engineered Food Act, enjoyed overwhelming support leading up to the November elections. However, an 11th hour surge by the opposition led to its defeat. This case study examines the media messages deployed by the pro and antilabeling groups in an effort to understand how each side attempted to curry favor to their cause. Content analysis was performed on 27 television, radio, and internet advertisements broadcast during the campaign. Focused …