Science Communication

Abstract

Science communication encompasses communication about science, as well as communication of science, each with their own aims. The communication about science aims to involve the public in defining the boundaries of science, thus enabling them to shape and conduct science. The communication of science, on the other hand, conveys scientific information from scientific experts to the non-experts, and aims to promote behavior that is in line with science. Similar to science communication, health communication also involves the exchange of information with different populations – specifically health-related information – but with the aim to change or sustain a health behavior or practice that can improve public health outcomes. Health communication can draw on findings from science communication research to understand public health attitudes, and design effective health communication strategies. Various communication theories have been used to understand public attitudes toward vaccines and new technologies, such as novel foods and energy technologies. In the age of new media, science communication has become ever more complex. It needs to be considered in the context of this changing media landscape, where science and health misinformation can easily surface, and further reinforced in ‘echo chambers’, or ‘filter bubbles’.