The increasing number of magazine covers dedicated to brain studies and the success of magazines and scientific journals entirely dedicated to brain and mind indicate a strong interest on these themes. This interest is clearly surpassing the boundaries of scientific and medical researches and applications and underlines an engagement of the general public, too. This phenomenon appears to be enhanced by the increasing number of basic researches focusing on non-health-related fMRI studies, investigating aspects of personality as emotions, will, personal values and beliefs, self-identity and behaviour. The broad coverage by the media raises some central questions related to the complexity of researches, the intrinsic limits of these technologies, the results’ interpretative boundaries, factors which are crucial to properly understand the studies’ value. In case of an incomplete communication, if those fundamental interpretative elements are not well understood, we could register a misinterpretation in the public perception of the studies that opens new compelling questions. As already observed in the past debates on science and technologies applications, in this case, too, we assist to a communicative problem that set against scientific community on one side and media, on the other. Focusing our attention, in particular, on the debate on fMRI, taken as a good model, in the present letter we will investigate the most interesting aspects of the current discussion on neuroscience and neuroscience public perception. This analysis was performed as one of the bid - brains in dialogue - activities (www.neuromedia.eu). bid is a three year project supported by the European Commission under the 7th Framework Program and coordinated by Sissa, the International School for Advanced Studies of Trieste, aimed at fostering dialogue between science and society on the new challenges coming from neuroscience.

Formative evaluation should play a key role in the development of a science communication project or initiative. Such research is vital to understanding the needs and interests of the audience or participants; meeting these needs and interests helps ensure the project’s success. However, there can be a temptation to plough ahead without undertaking adequate formative evaluation. Using ScienceComics (www.sciencecomics.uwe.ac.uk) as a case study, this article explores both the challenges and benefits of using formative evaluation to guide project development. It focuses on the actors involved in the formative stages and the impacts these actors had on the final outputs. This evidence is used to develop practical guidance on integrating formative evaluation right from the start.

Research systems are increasingly required to be more practically oriented and to address issues which appear more promising in economic and social results, with special reference to trans-disciplinary research fields, such as nanotechnology or ICTs; policy makers show a sharp tendency to establish research priorities and to drive research systems; universities and research institutions are asked to be more transparent and open to dialogue with social actors on contents, impacts, ethical implications and practical applications of scientific and technological research. These transformations affecting both the ways in which science and technology are produced and their relationships with society pose new challenges to European research. All the aspects of research activities are concerned, including the life of the research groups, the approaches to scientific evaluation, the development of European research policies and the interaction between researchers with their social environment. Continuing a reflection started in the last issue of JCOM, Luisa Prista, Evanthia Kalpazidou-Schmidt, Brigida Blasi, Sandra Romagnosi and Miguel Martínez López offered their contribution in identifying some of the key implications and risks which these changes are bringing about, mainly in the perspective of the construction of the European Research Area.

In a brief text written in 1990, Gilles Deleuze took his friend Michel Foucault’s work as a starting point and spoke of new forces at work in society. The great systems masterfully described by Foucault as being related to “discipline” (family, factory, psychiatric hospital, prison, school), were all going through a crisis. On the other hand, the reforms  advocated by ministers throughout the world (labour, welfare, education and health reforms) were nothing but ways to protract their anguish. Deleuze named “control society” the emerging configuration.

This study investigated how eighth-grade students perceived images of women in STEM and non-STEM careers. Thirty-six images were posted on-line; we measured five characteristics of each image. Forty students participated in the study. We found that there were significant differences in attractiveness, creativity, and intelligence between STEM and non-STEM images. There were no significant differences for good at her job and organization. In addition, there were no significant differences among STEM and non-STEM images of women of the same race.

In the Handbook on the socialisation of scientific and technological research, edited by Wiebe Bijker and Luciano d’Andrea, ‘socialisation’ is used to both describe and prescribe the ways in which science and technology are used in society. In this comment, ‘socialisation’ is discussed from two other points of view. First, the ways in which science and technology are sometimes used to organize, structure and dominate the social are identified. Second, drawing on Merton’s norms of science, an argument is made against over-socialising science and in favour of acknowledging and preserving the ‘special’ nature of science, for its own sake and because, at its best, science can offer an alternative model for other social activities.

The volume “Il libro contemporaneo” (The Contemporary Book) by Giuseppe Vitiello offers a global view of the “book” as a model and as an instrument of communication and for learning in the society of knowledge; it specifically deals with scientific editorial communication, through a complete and systematic reconstruction of the bodies involved, of the production and dissemination processes, also in the framework of the technological changes pushed by new media. In particular, the author critically analyzes some relevant aspects such as the role played by the journal as the most relevant mean for scientific knowledge dissemination, the scientific writer figure, the strengthening of large publishing groups and the challenge open access implies.

Scientific communication also pertains to the domain of society, where the formation of public opinion about science and technology is taking place. Concerning this process, two main points are exposed in the commentary. The first is a proposition on how the public as a social category may be conceptualized, and the second is the extent of the participation of members of the public in strengthening socialization and democratization practices in new, highly complex, contexts of scientific research. The public is conceptualized to include all citizens no matter their professional origin, including scientists, which promotes the idea of openness and equality of the public sphere where scientific issues are discussed. To be democratic in its practical-political setting, such a conception needs to deal with the problems of participation in a highly mediatized world, where not every member of the public could be included into scientific research. The author thus reflects on the mechanisms which would enable the formation of public forums where the trust of influential public actors as stakeholders of research can be tested.

Whether we like it or not, and how many difficulties this may pose, scientific research and technology are becoming the “property” of everybody and increasingly will become subject of public guidance and political decision making. Socialization happens because what people think, want and do has become central to the development of science and technology. Socialization of research is simply happening because it is the development characteristic of a society in which knowledge is becoming the main driving force. And just like in agricultural or industrial societies in the past it leads to (re-)invent the institutions and mechanisms which allow the knowledge society to function properly. This note will further explore the developments contributing to the socialization of research and their impact on research and research institutes. It will focus more on technologies than on science per se, because applications and usage will become the main drivers.

Technoscience is deeply linked to national cultures across terrains as diverse as medicine, agricultural biotechnologies, ICTs, energy technologies, etc. Understanding the cultural dimension of technoscience is vital for the project of socialisation. This project should be embedded in technological and political cultures, taking variation in cultural approaches to technoscience, national identity and political decision-making seriously. Socialisation of science and technology in Europe should therefore approach socio-technical developments in a way that allows for the emergence of controversies and alternative scenarios and their resolution. Only when we take the links between technological cultures, liberal democracy and technoscience seriously we will be able to confront some of today's most pressing and complex problems.