As recognized by United Nations Secretary General Kofi Annan, the human community has reached a point in which it is faced with an array of choices that will determine the quality of our lives and the state of the global environment for present and future generations. One possibility is that at long last we will pave a path toward environmental stewardship and sustainable development. But it is also quite possible that we will travel a less enlightened course, running down the earth's natural capital and severely limiting the choices our descendants will face.

Several researchers operating in the sociological field have recently theorised that genetics and biotechnologies are at the core of the public perception of science. The present study aims at verifying empirically whether or not this is mirrored in Italian mass media, as well as at analysing the topics most frequently present in Italian newspapers and the economic and editorial reasons behind the results of editorial choices. Besides, it provides statistics about the major Italian newspapers published in the last third of 2002. This period has been chosen because some important news was published in December: it consequently offered the chance to carry out a long-term analysis as well as a study of the most important differences - in content and editorial lay-out - between scientific articles which are published in the appropriate sections inside the newspaper and those which make the front page. Ours are going to be purely quantitative considerations; but, from the point of view of the content, the data are sufficient to identify various narrative currents. These currents could be the object of further research on the frames used to contextualize the news and the reasons (anthropological, socio-cultural and editorial) for the way they are used by editorial staffs.

If we wish to attempt an initial analysis of the inquiry on the communication of science in Brazil, India and China that JCOM proposed in its three most recent issues, we should paraphrase Chinese science and science-fiction writer, Yan Wu: even though these three countries are emerging in the fields of economy and science, and are now part of a wide group of communicators, promoting numerous methods to divulge information, they don't yet have a sound theory on the communication of science to the public. This is not an insignificant problem because according to David Dickson, the director of SciDev.Net, democratic dialogue on scientific matters is crucial to modern societies. However, it is difficult to propose the highest possible level of democratic dialogue on science topics without having a sound theory about the communication of science. In addition, the difficulties increase in those countries where developing economies and systems of science are both new and impetuous, as is the case of Brazil, India and China.

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.