Agriculture has adopted many scientific innovations that have improved productivity. The majority of innovations in agriculture have been communicated to end users through a simple diffusion and dissemination model. However, as the science underpinning the innovations becomes more complex, research and development organizations need to look at better ways to communicate their innovation to end users. This paper examines innovations in the beef industry in Australia and investigates how complex innovations are being communicated and identifies the nature and level of communication with end users and the role of intermediaries. The findings support the need for greater involvement of end users in the innovation development process and a more vibrant two-way communication process between scientists, intermediaries and end users. The results also suggest that the traditional diffusion processes are insufficient to ensure high levels of awareness and adoption.

Communicating science to scientists works well thanks to well-defined communication structures based on both printed material in peer-reviewed publications   and oral presentations, e.g.\ at conferences and seminars. However, when science is communicated to practitioners, the structures become fuzzy. We are   looking at how to implement Web2.0 technologies to Danish seed scientists communicating to seed consultants, agricultural advisors, and seed growers, and  we are met with the challenge of securing effective knowledge diffusion to the community. Our investigation's focal point is on Rogers' theoretical framework  ``Diffusion of Innovation'' (DOI), as we look at how DOI may affect the Danish seed industry if science communication is redesigned in accordance with the  framework. During our project workshop, participants recognized trends and characteristics from DOI in the Danish seed community and argued for more  collaboration between scientists and practitioners. This can be done by implementing fast-learning via online website, but it needs to be assisted by   slower-paced face-to-face learning to lessen the risk of a digital knowledge divide within the community.

Spinal manipulation therapy (SMT) is a popular form of treatment for back pain among other musculoskeletal disorders, and it has received increasing media attention. Yet, despite its popularity, SMT is surrounded by controversy, mainly in regards to issues of safety and efficacy. To better understand how the media portrays SMT, we explored the content of print newspapers in Canada, the U.S., and U.K., including article framing, evidence of efficacy, risks and benefits, and the overall tone of the article in terms of whether or not the article was supporting, opposing or neutral about SMT. Results indicate that safety concerns and evidence for efficacy are rarely mentioned, but framing plays a large role in portrayals of SMT in each of the countries.

Various science events including Science Cafés have been held in Japan. However, there is the question whether these are events in which all people in society can participate? In particular, methods for checking whether or not the event attracts the participants targeted by the organizers have not yet been well established. In this paper, the authors have designed a simplified questionnaire to identify the participants’ attitudes toward science, technology and society, which can then be grouped into four clusters. When applied to various science cafés, the results revealed that participants consisted of Cluster 1 “Inquisitive  type” and Cluster 2 “Sciencephile” who are interested in science and technology. The cafes studied did not provide sufficient appeal to people of Clusters 3 and  4 who are not interested in science and technology without applying some inventive methods. Our method provides a means of objectivelyevaluating the tendencies of participants in science communication events in order to improve the spread of science communications within society.

Rapid and significant developments in the science of Autism Spectrum Disorders (ASDs) have provoked serious social and ethical concerns as well as positive influences worldwide. This study created a social agenda containing 21 important issues regarding the relationship between ASDs and society and the development of the science of ASDs. The agenda was constructed with the input of a variety of Japanese people who were provided with scientific ASD information and engaged in discussions regarding ASDs. First, opinions were sought via a questionnaire from the attendees of six science café sessions. Then, additional important issues were put forward by attendees of a larger dialogue session regarding the relationship between ASDs and society, again via a questionnaire. The agenda covered a wide range of issues, including information regarding ASDs, people’s understanding of ASDs, social support, education, the difference between ASD characteristics and individuality, ASD research, diagnosis, and social attitudes.

Engaging the public on emerging science technologies has often presented challenges. People may hold notions that science is too complicated for them to understand and the venues at which science is discussed are formal and perceived as  inaccessible. One approach to address these challenges is through the Science Café, or Café Scientifique. We conducted five Science Cafés across Canada  to gauge public awareness of synthetic biology technology, its potential applications, and to evaluate the effectiveness of the Science Café platform as a  knowledge-translation tool. Café participants were excited about the potential benefits of synthetic biology technology, but also concerned about the potential  risks. And while participants trusted scientists to carry out their research, there was limited confidence that regulators would ensure public safety. Science  Cafés as a forum for science to meet society were viewed positively for the relaxed atmosphere, small crowd size and informality of the venue. We conclude  that Science Cafés are an effective upstream engagement platform for discussing emerging science technologies.

This paper investigated the potential of the Public Internet Terminal (PIT) system to promote basic health education for two rural communities in the North West Province of South Africa. A case study approach was used. Participants were selected from a population group of teachers, nurses, business people and  students in the two communities. Observation, group interviews and questionnaire were used to gather evidence from the participants regarding their  operational difficulties, social/economic difficulties and perceived usefulness of using the PIT system for basic health education. The findings revealed that a high number of participants could not operate the PIT system to search for relevant health information. Participants cited reasons of information overload and slow response of the PIT system. Further findings revealed that many participants lack awareness of the PIT services in these post offices. Participants  indicated that the PIT system lacks local content specific information such as healthcare information on vaccination, personal hygiene, nutrition and pharmacies around their vicinities. The results from this study led to the recommendations which emphasized the incorporation of basic e-health education portal into the existing services on the PIT system and proposed a new user interface for the PIT.

Danish agriculture and seed science have a history of successful collaboration spanning more than a hundred years. In this study, we interviewed 26 growers, consultants, and scientists from the Danish seed community focusing on their current knowledge status and on their views on improving scientific knowledge communication. Theoretically, we consider these actors participants in different communities of practice relating to the production of seeds (Seed-CoP), and we conclude that strong network collaboration is present among Danish seed-CoP effectuated by the valuable work undertaken by the consultants. We discovered a divergence in knowledge dissemination among the growers – an innovative group of growers with a high demand for new scientific knowledge versus a majority of growers content with the level of knowledge provided by the consultants. ‘Time’ was recognized as an important parameter, as only the innovative growers prioritized time allocation for additional knowledge search. To improve scientific knowledge dissemination and interdisciplinary collaboration among Danish seed-CoP we recommend a combination of face-to-face and online communication processes.

The paper examines the coverage of S&T related items published in selected English-language Indian newspapers in terms of their quantification and thematic representation. S&T is not the priority of the English-language newspapers in India. Even sports get several times more coverage than science. There is a case for amply visible representation of science in the press. Health, Environment, Space S&T, and Astronomy were the four dominant subjects covered. Most of the science covered in the newspapers was performed in the US, the UK and other advanced countries of Europe. Among all the newspapers, The Times of India devoted the maximum space to S&T coverage

We analyse the science and technology news reports covered by the Jornal Nacional, the Brazilian newscast with the largest audience, which is broadcast at prime time on a free-to-air channel. The constructed week methodology was used to compose a sample of 72 newscasts, representative of an entire year (from April 2009 to March 2010): 77 science and technology news reports were thus identified, occupying an average of 7.3% of the newscast's daily broadcasting time, and therefore giving evidence that such matters belong on the JN's agenda. Content analysis has enabled us to observe the following: most reports were focused on announcing research results; the main fields dealt with were medical science and health; the coverage of national research projects ranked highest; researchers and scientific institutes represented the main sources of the news items; scientists were mostly shown in their offices, and as far as interviews are concerned female scientists were a minority. The approach to science was more positive than negative and controversial aspects were scarcely explored.