COMMUNICATING THE VALUE AND VALUES OF SCIENCE

Science communication, done in accord with basic principles of science, can help in advancing knowledge and improving lives. Effective scientific labels invite questions whose answers will increase the audience's understanding of the relevant science. science communication should not only precisely and clearly define its terms but should do so in ways that make sense to a reasonable nonscientist. In other words, the language in which science is communicated needs to help the public understand the science. To begin the process of drawing clarity out of confusion, it will be necessary to craft a label that captures what is distinctive about the process and product. Although some observers have worried that communicating scientific uncertainty risks under-mining public trust or interest in science, doing so at least in some cases may actually increase both. Implementing sound science has not only enhanced understanding of ourselves and our world but has also improved our lives. Science's capacity to do so is magnified when scientists and science communicators honor science's norms by specifying intended meanings, engaging seemingly uncongenial evidence, remaining acutely conscious of the limits of their methods and data, and championing a culture of critique and self-correction.