Making the audience a key participant in the science communication process

The public communication of science and technology has become increasingly important over the last several decades. However, understanding the audienc e that receives this information remains the weak link in the science commu nication process. This essay provides a brief review, of some of the issues involved, discusses results from an audience-based study, and suggests som e strategies that both scientists and journalists can use to modify media c overage in ways that can help audiences better understand major public issu es that involve science and technology.