Mega trends in science communication

Where the German science communication today, given the fundamental changes in the media system, two years after the financial and economic crisis? What are currently the biggest challenges that promising solutions? Comprehensive questions such as these investigated an extensive, from the Donors' Association for German Science funded study of trends in our research center . Are regarded all three perspectives of science communication and their mutual influence each other -. Science journalism, science PR and internal scientific communication

Based on a survey among more than 300 surveyed science communicators 30 experts from the spheres of science and practice in the context of a Delphi study possible solutions . Therefore breaks - historically - just the fifth phase of development in science communication: from the utopias of the 50s (1) on the early campaigns (2) and with increasing criticism also increasingly comprehensive scientific reporting (3) to the "Public Understanding of Science and Humanities "(4). Even as the curtain falls, the next, fifth act begins with the search for new concepts, formats and tools.

This "Phase 5" is characterized by the growth in importance of the ever more interactive Internet as a new medium of the science. This seen the PR, as its professionalized over the years "packaging" is lifted from its hinges. Fundamentally changed by Web 2.0, the communication between scientists, which some established mechanisms of the scientific system fundamentally into question. The study suggests that it is mainly only the traditional science media to get the feel painful as blurring the boundaries between individual and mass communication. Whether they manage to use this pressure to change for their own innovations, is therefore decide about the future of science journalism.