This chapter reviews the discussion in science communication circles of models for public communication of science and technology (PCST). It questions the claim that there has been a large-scale shift from a 'deficit model' of communication to a 'dialogue model', and it demonstrates the survival of the deficit model along with the ambiguities of that model. Similar discussions in related fields of communication, including the critique of dialogue, are briefly sketched. Outlining the complex circumstances governing approaches to PCST, the author argues that communications models often perceived to be opposed can, in fact, coexist when the choices are made explicit. To aid this process, the author proposes an analytical framework of communication models based on deficit, dialogue and participation, including variations on each.Science communication has been telling a story of its own development, repeatedly and almost uniformly, for almost a decade. The story is a straightforward one: science communication used to be conducted according to a 'deficit model', as one-way communication from experts with knowledge to publics without it; it is now carried out on a 'dialogue model' that engages publics in two-way communication and draws on their own information and experiences.This chapter examines the validity of the claim that we have been living through such a fundamental shift in approach, and considers the possibility that several models, including deficit and dialogue models, can coexist. I argue the need for clearer articulation of the choices being made in science communication practice and propose a framework for the structuring of those choices.
From Deficit to Dialogue: a Story Too Often Told?The 'grand narrative' in public communication of science and technology (PCST) since the late 1990s has had compelling force. It has been replayed in policy statements, in academic studies, in debates on public communication within scientific communities, and in public debates on science-society relations. We have learned, the story goes, that one-way, top-down communication of packaged scientific information does not work. Now science communication makes it easier for the public to talk back, and scientists need to listen, so that understandings can be developed together.One of the several remarkable features of this story is how broadly it has been adopted, across the continents and by governments, scientific societies, intergovernmental bodies, civil society organizations and many other interests. To give any one illustration would risk misrepresenting the universality of the process by which a key idea has diffused across the world and been naturalized.There are, of course, local and specific variations, for example in the naming of some strategies as 'public engagement', but the main thrust of the argument is clear and it is shared: the old,