I'd like to pick-up on a few ideas that grant has mentioned. I think that the idea of narrative in science in the media is important.
The idea of narrative in popular science works well as a narrative of nature. That is, the way that scientific findings are often related to the public is as a narrative not about the science, but about the importance (or "wow", as already mentioned) of a discovery. By relating the importance to the audience first you give them a reason to keep reading. This is in contrast to the professional journal, which tends to leave any discussion of importance to the end of the paper. Even if a professional journal does make note of the importance, is it often in the passive voice. For instance, Watson & Cricks famous statement: "It has not escaped our notice that the specific pairing we have postulated immediately suggests a possible copying mechanism for the genetic material". Popular science articles have much more freedom to express excitement, or even speculate on a discovery.
In creating this kind of narrative of nature there is, as there must be, a loss of the scientific process. Rather than reporting what scientists are doing, their method, the results and possible implications are being published. Changing the narrative in this way results in a number of differences, most notably, the loss of scientific jargon. What scientific terminology offers is a set of precise words, with precise meanings, to be used in precise contexts. Meaning is lost in the translation, but the meaning of the entire discovery may have already been altered significantly with the change in narrative.
In terms of science using the media for economic benefit, I think that it is a must. Science must legitimize itself in order to receive necessary funding. Science has been, I believe, losing its authoritative position over the last few decades. There was a sense in the 19th Century that if the lay folk would just leave science to the professional, that they would be taken care of. There is a lot of historical reasons that the public has lost faith, if you'll forgive the term, in science, but some major reasons were pesticide use/abuse and several occupational medical scandals (think Radium Girls).
Science utilizing the media is, I think, a good thing because it means that the public perception of a scientists work/group is important. If the public perception is important it is because, in some way, the lay public is having a say in the science that being conducted and used in their world. As Carl Sagan always stressed, the public, despite perceptions of them as "poorly educated", has a right to know.
That said, the public doesn't see a lot of the conflicts within scientific communities. Science has been, and largely still is, presented as a continuous, linear, progression toward an ultimate truth. The case is really less neat, and scientists do argue within their community, and they too must convince each other of their claims to truth. I'd argue that the entire journal process in science is just as rhetorical as presenting science to the public, only in different ways.
Sorry if some of this is a bit naive, I've only just started reading about the subject/thinking about it critically. |