Mapping Moral Polarities: MORALMAP, FHNW School of Applied Psychology

Climate change threatens food security. New plant breeding technologies (NBTs) could offer resilient solutions for crop production.

However, polarised debates – particularly on social media – are hindering public acceptance.

MORALMAP investigates the underlying moral structures behind these debates and tests strategies to reduce polarisation. We analyse narratives on social media and interview content creators. We then conduct a nationwide experimental survey to test specific, morally framed arguments aimed at mitigating polarisation.

Based on all the results, we develop communication strategies in collaboration with stakeholders. The aim is to produce empirically tested approaches to dialogue and practical recommendations for strengthening social cohesion and promoting responsible innovation in Switzerland.