Original scientific paper

Evolution, Death, Life and Immortality: Science, Public Relations and the Media

Blanka JERGOVIĆ orcid.org/0000-0002-9828-2995 ; Croatian Radio, Zagreb
Mladen JURAČIĆ orcid.org/0000-0003-1738-0954 ; Faculty of Science, Zagreb

Abstract

This paper presents two case studies of the science – public
relations (PR) – media relationship: the discovery of the
mechanism of reassembly of DNA in bacteria Deinococcus
radiodurans and the novel approach 892 to the investigation of evolutionary changes – the so-called genomic phylostratigraphy.
Based on the assessment of the flow of scientific information from
the scientific institute (In this case, Ruđer Bošković Institute, the
biggest Croatian institute) we indicate that communication
strategies of the Institute’s PR and the media reporting of the
discoveries lead to unrealistic expectations in terms of human
health and life expectancies, and offer a promotional rather than
a fair and realistic image of science. A possible explanation is
that in the emerging competitiveness of research on the national
as well as international level, science seeks legitimization in the
media and tends to improve its public image. In this attempt the
science – PR – media relationship is based on two main tools in
creating public representations of science: metaphor and hype.

Keywords

science; media; public relations service; social representations of science; Ruđer Bošković Institute

Hrčak ID:

42603

URI

https://hrcak.srce.hr/42603

Publication date:

30.10.2009.

Article data in other languages: croatian german

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