Diffusion or rejection of innovation? Exploring X influencers' framing of genetically modified foods in Nigeria

Abstract The discussion around genetically modified foods is a contentious one in Nigeria. Preliminary observations suggest that social media platforms such as X are one of the media where advocates and opponents of the commercial production of genetically modified foods in Nigeria are using to propagate their ideologies, and their framing decisions could profoundly affect the acceptance or dismissal of genetically modified foods within the wider community. Against this backdrop, this study examined the social media influencers' framing of genetically modified foods in Nigeria. The study was anchored on the framing theory. Through qualitative content analysis, a total of 92 tweets were purposively selected for this study. Findings from the study identified two dominant themes, namely: national sovereignty/food autonomy and western control/foreign dependence. The study findings also show that many of the influencers on X are prone towards negative and alarmist kinds of tweets. Lastly, the findings also reveal that many of the influencers who tweet on genetically modified foods are largely non-experts or, at best, informed commentators. The study concludes that there is insufficient information in the public domain regarding genetically modified foods, and this could mean a lot of misinformation and misconceptions on the subject matter. Keywords: Framing, Food, Genetically Modified Foods, Influencers, Social Media About the Authors *Philip Teniola David is a lecturer at the Department of Mass Communication, Christopher University, Mowe, Ogun State, Nigeria and also a PhD candidate at Ajayi Crowther University, Oyo, Oyo State, Nigeria with a strong passion for academics and research. His areas of research interest include Journalism and media studies, as well as development communication. **Adesegun Samson Adetola, Ph.D., ORCID ID: 0000-0001-7753-616X, lectures at the Department of Mass Communication of Babcock University, Ilishan-Remo, Ogun State, Nigeria. He has a keen interest in development and strategic communication, agricultural communication, media studies, digital media, public relations, advertising, and journalism. ***Adejoke Joan Adekanmbi, Ph.D., ORCID: 0000-0002-4707-6120, is a Public Health Professional with the Department of Community Health Sciences, Cumming School of Medicine, University of Calgary, Alberta, Canada. Her research interests lie at the intersection of health science communication, public health equity, and community-based research. ****Gold Opeyemi-Daniel Oluwalola lectures at the Department of Mass Communication, Precious Cornerstone University, Ibadan, Nigeria. He is an expert in communication writings and research. His research interests include development communication, strategic communication, public relations and advertising. JCMR Journal of Communication and Media Research, Vol. 18, No. 1, April 2026, pp. 45-55. © Association of Media and Communication Researchers of Nigeria (AMCRON). Article Citation David, P. T., Adetola, A. S., Adekanmbi, A. J., & Oluwalola, G. O. (2026). Diffusion or rejection of innovation? Exploring X influencers' framing of genetically modified foods in Nigeria. Journal of Communication and Media Research, 18 (1): 45-55. Full Article Words: 6,745 Pages: 11 To access full article, click on download.