alexa Investigating Citizens’ Experience of Public Communication of Science (PCS) and the Role of Media in Contributing to This Experience (A Case Study on Isfahan Citizens)

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Investigating Citizens’ Experience of Public Communication of Science (PCS) and the Role of Media in Contributing to This Experience (A Case Study on Isfahan Citizens)

As new technologies and science continue to flourish in the contemporary world, one may scarcely spot an area of human life still untouched by science and technology from medicine and healthcare to arts, cinema and music; from construction and architectu re to recreation, leisure and sports all are closely associated with science and technology. Such association and interweavement of science and technology with daily life is so strong that one may contend that they have protruded into daily life and have become a public commodity. Press coverage of science, as an important duct, is to fill the gap between science and the public. Most people, including decision makers, gain their information from mass media essentially or exclusively. The present study, therefore, aims to Identify the citizens’ experience of PCS (the means through which citizens communicate with scientists and research achievements) and Examine the role of media in contributing to PCS and PUS among citizens .As to research methodology, the present study follows aqualitative method the focused group technique was used to discover different dimensions of the contribution of media to the increase in public understanding of science and to identify the experiences that citizens have with science communication and the ways in which they communicate with scientists and their familiarity with scientific productions. In this study , a "mixed purposive sampling" was used. Accordingly, three focused groups, each including 8 citizens, were formed. The results of this study are as follows:The media increase the communicative competence of their addressees through translation and simplification of the scientific notions.

 
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