1. CHAIRPERSON: JULIA TAGÜEÑA (UNIVERSIDAD NACIONAL AUTÓNOMA DE MÉXICO) BILL BOOTH (EXPLORATORIUM) ALAN DRAEGER (THE AMERICAN MUSEUM OF NATURAL HISTORY) SERIF KAYNAR (TURKEY SCIENCE CENTERS FOUNDATION) VINCENZO LIPARDI (ECSITE, CITTA DELLA SCIENCIA) Non-Traditional methods of Science Communication: think globally act locally

2. Main Challenges Respect to diversity and cultural differences, without the loss of scientific rigor Inclusion, equity and tolerance Knowledge based society Rational thinking To put together global knowledge and local reality: glocal approach Strategic parternships: Collaborative networks New attitudes

3. ¿Theoretical frame of reference? Science communication as a multidisciplinary field of study Research on science communication in different media (including science centers) Research on education in science centers

4. Public Communication of Science and Technology Network (www.pcstacademy.org)

5. Science communication models Model of diffusion Model of deliberation Model of negotiation Communicating science in social contexts: new models, new practices, Cheng, Claessens, Gascoigne, Metcalfe, Schiele, Shi, editors, Springer (2008) PCST network proceedings

6. Model of diffusion (deficit) From science towards the public The public does not understand scientists The public does not listen to science or perhaps…¿ science does not listen to the public? Extreme “global” attitude

7. Model of deliberation From the public towards science Deliberative dialogue Democratic control over science The public consensus is the basis for legitimate knowledge creation Extreme “local” attitude

8. Model of negotiation Constant negotiation over the development of technology and the definitions of science and public To democratize science through heterogeneity and controversies To reach a provisional closure of credibility, perhaps opening new controversies “Glocal” attitude