Monsanto Discovers New Social Media

Abstract

As a number of critical commentators have pointed out for some years now, the internet and other information and communication technologies are subject to capture by actors motivated less by calls for openness and democratic communication practices than by control, power, and profit. Employing the concept of ‘framing’, this paper offers a case study of how one company in particular, Monsanto, recently has engaged in vigorous efforts to develop and implement new communication and public relations strategies employing various forms of new social media. The findings presented are based on interviews with key communication personnel at Monsanto’s corporate head office and analysis of the content contained on its website and social networking venues such as facebook, twitter, and YouTube.