The Evolution of Science Communication

Abstract

Science communication is a complex field, one whose origins, supporting theories, and conceptual debates must be explored if we are to understand its evolution and its prevailing paradigms. To do so, in this chapter, we summarize the history of science communication and, in particular, the communication theories that inform and provide criteria for its applications, which include choosing appropriate spokespeople to deliver science content to audiences; developing guidelines for the selection and design of scientific content that is comprehensible for non-expert audiences; and determining the most effective communication conduits through which to deliver science communication campaigns and individual messages. In this chapter, we also explore alternative communication models for science communication and discuss a number of studies about the outcomes of the application of these models. Finally, we consider the discipline’s current evolution, highlighting in particular relational dialectics theory as a base upon which to build 21st-century science communication approaches for successful public engagement.