A wide gap exists between what scientists and rural farmers know. The rapid advancements in digital technology are likely to widen this gap even further. At the farmers' level, this knowledge gap often translates into poor and inefficient management of resources resulting in reduced profits and environmental pollution. Most modern rice cultivars can easily yield more than 5 tons per hectare when well managed, but millions of farmers often get less than 5 tons using the same production inputs.

Florence's La Specola Museum stirs up strong emotions. Among its collections, the valuable anatomical wax models created between the end of 17th and the beginning of 18th century stand out owing to their marvellous and provocative nature. The aim of this essay is to analyse the communication models epitomised by some of these works by means of historical semiotics, to nourish the widespread, but often underestimated assumption that science and the means used to spread it have always been influenced by intellectual suppositions and constantly interact with contemporary culture.

Science and technology: these are the mainstays China wants to concentrate on in order to stabilise its future as an emerging world power. Beijing plans to have the whole, enormous Chinese population literate in the scientific field within a few years. Scientific popularization is the key to what now, due to political influences and deep social disparities, seems remote.

The death of Pope John Paul II, the "Polish pope", in Rome and the subsequent election of Benedict XVI, the "German pope", have been two great events gaining world-wide media coverage and affecting the whole world. This was due to Karol Wojtyla's ability to reach everyone's heart ­ thus once dubbed the "Great Communicator" ­ and to the Vatican's spiritual, cultural, and political influence all over the world. The death of Pope John Paul II and the election of Benedict XVI also concern science and science communication issues.

The image and perception of science and of scientists is a crucial topic, above all with regards to younger generations, the human capital of the future. For this reason, the National Research Council (CNR), in 2004, asked the IRPPS institute (Istituto di ricerche sulla popolazione e le politiche sociali) to carry out a sample survey of 800 people between the ages of 18 and 29 on the topic. Science and new technology emerged as the topics of most interest, in addition to medicine, history and economics. Scientific content in the mass media is considered to be satisfactory, whereas education in the field of science is considered to be less than satisfactory, above all in relation to the work environment. However, if research in Italy seems weak in the eyes of young people, scientists are not seen the same way but are considered society's second most important profession after that of the entrepreneur. The problem of trust in science is due, above all, to the politics of research, which do not encourage adequate investment in public and private sectors. A factor analysis technique was applied in order to identify models of attitude towards science of various subgroups within the population.

While knowledge-society is developing all around the world, science seems to be loosing its historical prestige in public perception, scientific vocations are declining among young people, "limit" on science is common subject of daily politics, research freedom is questioned in front of public good, scientists are dragged in front of public opinion. As a consequence, scientists are to be skilled in science communication. But communicating science is no more matter of "translating" scholar knowledge into lay language (popularization); it is mainly matter of crossing barriers of fundamental attitudes, understanding daily-life ends, sharing future scenarios and cultural values, becoming responsible for the societal dimension of science. Moreover, while confronting the coming Big Convergence (among nanosciences, bio-medical sciences, information and communication-sciences, neuro-cognitive sciences), science itself is called to cross barriers among disciplines, distinctions between pure and applied science, academic and industrial research, science and technology, etc. However, such crossovers are challenging for present education of scientists. The governance of the democratic knowledge-society not only demands more scientific education among citizens, but also a general revision of highest scientific curricula. What are the goals for educating scientists to public responsibility and participation? What are conceivable ways for joining the "two cultures" and integrating curricula? What cross-fertilizations are conceivable between natural and social sciences, scientific and humanistic education, specialised and more general formation?