Never have there been so much science and so much technology on so many sides as now. The expansion of scientific information in the social sphere is frankly impressive. In newspapers and movies, on television and radio, scientific ideas circulate freely every day of the week. Science is in cell phones, shampoo, compact discs, Olympic athletes' clothing, food, perfumes, and in so many places that trying to enumerate them would be insane. After all, why should it be particularly strange to speak of science and technology if scientific thought finally molds our deepest fibers? Today's society, developed or not, lives immersed in a scientific and technological culture which guides the course of the most fundamental events. Even though, of course, the common sense obliges us to admit that the majority of us are not fully conscious of its reach and consequences. Perhaps this helps to understand why we still feel a certain shame when, in a social gathering, we comment that our profession consists of spreading science or analyzing the ways in which it circulates and its repercussions in the public opinion. It may be that we live with the fear that someone will look at us strangely and with disbelief and ask us to explain what scientific communication or the social studies of science consist of or, worse yet, that we find ourselves in the embarrassing situation of rehearsing an answer to justify the importance of thinking about science in daily life.
