Over the last few years the media ­ and especially television ­ have focussed on presumed health emergencies such as mad-cow disease, genetically modified organisms (GMOs), the Di Bella cancer-cure case and the Lipobay case. Topics such as these have a strong emotional impact on public opinion and subscribe to the dictates of the ratings rather than following the more or less prescriptive rules of scientific communication. In a highly competitive environment, if the ratings prevail against information, it is obvious that news follows the rules of fiction, health reports become mere entertainment, and moderation and accuracy give way to triviality, overstatement and alarmism. The loyalty of the target audience becomes the ultimate aim of the communicator, because that is what the advertisers are interested in. There is no point in blaming the journalists, though they too share the responsibility of this phenomenon. The mechanism seems to be exactly the same for all kinds of "emergencies": immigration, criminality, weather changes, new diseases, war. The format prevails over the event. Communication depends less and less on the topic and more and more on the medium, the debate on GMOs being no exception.

"Weapons of mass destruction" is the word of the year 2002, at least according to the American Dialect Society, an association which has been studying the English language in North America for more than one century and which yearly chooses the word having more relevance to American society and information. The word of the year 2001 was "Nine eleven", and the passing of the baton was very significant. September 11th has actually marked an extraordinary media watershed in the debate on the dangerousness of weapons of mass destruction. The bioterrorist threat, for instance, seems to have gained ground in newspaper pages and in programme schedules - and therefore in people's houses - together with anthrax letters terrorising America. However, though this lethal powder has remained confined beyond the Atlantic, fear has rapidly spread throughout the world, including Italy. (Taken from the book "Armageddon Supermarket" - Sironi Editore)

In the field of scientific communication in Europe, science centres have gained increasing importance over the last ten years. Italy, beyond the City of Science in Naples, is also planning the set up of more science centres throughout the country. Their hands-on style makes them something between a museum and a fun fair and, beyond the issue of merit, no doubt the success of many science centres also depends on the fun offered. It is important then to be able to assess to what extent people can actually make use of the proposed themes. This report tries to point out the dialogue opportunities between science museums and people1. A questionnaire has been submitted to two scientific secondary schools in Trent and Busto Arsizio (Varese) as a pilot study in this research. A research of this kind should not limit itself to museums, because public opinion on scientific subjects is also influenced by more popular and widespread media such as newspapers and television. Together with people, museums should therefore also be able to make good use of these media and offer opportunities for investigating and going into detail about given topics that the other media deal with without leaving enough time for thinking them over.

In the last few years, a continuous series of food alerts have caught the attention of the media and the public in Europe. First, eggs and pork contaminated with dioxins; then, "mad cow" disease, while, all along in the background, a battle against genetically modified plants has been in progress. These food alerts have had complex repercussions on the perception of risks associated with food production. Experts have often been divided over these issues, and the uncertainty of scientific data has been indicated on more than one occasion as one of the factors that influence risk perception. However, the most important factor seems to be undoubtedly the way in which the risk has been communicated (or not communicated) to the public. Therefore, risk communication analysis offers an excellent opportunity to understand the profound changes that are taking place in relations among the scientific community, mass media and other members of civil society now that they are fully aware that scientific and technological innovation, the real driving force of modern industrial society, is a source of development but also a source of risks which are not always acceptable. Within this different context, a debate open to all interested parties appears to have become a dire necessity for the "risk society", especially as far as food is concerned because food has extremely important psychological, ethical and cultural values.