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The Meaning of Circulating Visualisations related to a Policy Controversy1155which the visualisation appears (Table 5.4): the tone is positive when discussing, for example, benefits for society and the individual; it is negative when discussing, for example, health risks; it is neutral when, for example, both benefits and risks are discussed. Injected tomato is used mostly in the context of two topics that are considered related: nanofood and GMO (Handford et al., 2014; Henchion et al., 2019; Schwarz-Plaschg, 2018). Interestingly, when the visualisation is used in the nanofood context, it is often accompanied with positive text and it usually communicates, together with the accompanying text, that we can benefit from manipulating foods at a nano scale. The visualisation contributes to this message by emphasising the novelty of the manipulation. However, when the visualisation is used in the context of GMO, the textual tone is more negative in general. In GMO URLs, the text accompanying the injected tomato visualisation is often about health risks or about reasons to avoid eating GMOs.Table 5.2. Natural world collection (see the visualisation here:https://ifpnews.com/6-new-nanoproducts-unveiled-iran-agro-food-2016), a collection of photographs of objects from the natural world: plants, a beehive, cereal field, fruits, and vegetables TwitterPublication date9/Jun/169/Jun/169/Jun/164/Jul/1725/Jul/1815/Nov/184/Dec/1822/Jan/196/May/196/Nov/2020/Nov/2010/Jan/2119/Apr/2111/May/2111/Jul/2117/Aug/21URLifpnews.comtheiranproject.comtheiranproject.comopenpr.comen.irna.irtheiranproject.comexhibitionmakers.comtheiranproject.comagroberichtenbuitenland.nlnewtelegraphng.comnewtelegraphng.comagroberichtenbuitenland.nlnewtelegraphng.comnewtelegraphng.comimpar.inURL topical contextURL - Nanotech. in food discussedToneStoryline Advnc.;FuturAdvnc.;Futur Futur Advnc.;FuturAgro-food sectorNote:Positive tone-of-voice towards the topicNeutral tone-of-voice towards the topicNegative tone-of-voice towards the topicAbbreviations:Advnc.=Advancing the agri-food sector; Futur=The nano future is hereEfrat.indd 115 19-09-2023 09:47