Golden rice's marketing has been unsuccessful since 1990s. There have been several communication activities in China, which is one of target markets of golden rice. But these activities didn't change public's attitude towards golden rice radically. If viewed from communication science with introversion, this can be explained by technocracy position of scientific community and scientific communicators. The technocracy position is based on three flimsy pillars: the public is scientifically illiterate, and they need more information, knowledge and education; public is viscerally hostile to science; public's open skepticism concerning technoscience is due to misinformation, which is fuelled by inadequate media coverage of technoscientific topics. The technocratic position neglects that the relationships between science and society has changed from "science and society" to "science in society" pattern.%黄金大米自上世纪90年代问世至今,尚未成功市场化.我国是黄金大米目标市场之一,民间已开展了若开次针对该产品的科学传播活动.但这些活动并未从根本上改变公众对黄金大米的认知.如果从传播学,并从一种具有内省性的角度看,这是由于科学共同体和传播者采取了技治主义立场,该立场基于的是三种脆弱的预设:公众是科学知识匮乏、需要进行科学信息注入的群体;公众对特定技科学存在顽固敌意;大众媒体的失误导致了公众对科学技术的误解.技治主义立场及这些设定在更深层的意义上,是未能把握科学和社会的关系已经由传统而理想化的"科学与社会"转变为"社会中的科学".
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