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Public Understanding of Science: Science PR and Popular Culture


  • Mircea SAVA

    () (University of Bucharest)


The present social context has imposed on science an active communication behavior with the wide audience. The process of science communication has a strong stake of Public Relations as its foundation. It can be stated that the science communication activities have become instruments of a science promotion platform, and the paradigm of Public Relations and Popular Culture served as its model for development. Creating and maintaining a positive attitude of various audiences towards science and the scientific research process is the main purpose followed through science communication. The means appealed to in order to build the science popularization products are made available by the mechanisms of popular culture, which allow wrapping the scientific information in a proper shape for consumption. The Public Understanding of Science (PUS) movement emphasize the clear orientation of science communication towards a vision in the logic of Public Relations on the field of popular culture. The perspective of science communication as public participation and involvement draws upon a model of dialogue and public engagement of science communication, which is built in the same way as the perspective of the Public Relations upon communication. The creator of popular science can be a scientist, or an organization dedicated to scientific research, both instances exploiting the logic of popular culture in order to build cultural products for science popularization

Suggested Citation

  • Mircea SAVA, 2011. "Public Understanding of Science: Science PR and Popular Culture," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 1, pages 5-13.
  • Handle: RePEc:foj:journl:y:2011:i:1:p:5-13

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    More about this item


    Science communication; public relations for science; popular culture;

    JEL classification:

    • Y8 - Miscellaneous Categories - - Related Disciplines


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