The use of metaphors in the communication of science is the subject of interest not only for their cognitive and philosophical value, but also by their role as communication tools, linking various speeches and providing a basis for the public understanding of scientific topics. In this aspect will discuss the metaphor "the book of life", generally used by the media to replace the human genome. This research part of the review of two important theories of the metaphor: the replacement approach and comparative approach. To end the interaction theory of metaphor proposed by Max Black, in which understanding and involvement the receptor leading to multiplicity of interpretations.Subsequently, is presented a historical review of the origins of metaphor and analyzes the implications of the metaphor "the book of life" in the visions of science that reproduce the Human Genome Project in the mass media. Finally, this analysis leads to review the commitments that have the science communicators to transfer metaphors, which obviously should not be chosen by interests, fashions, likes and levels of hearing, but should audience to a rational exercise in the pursuit of objectivity and professionalism in the communication of scientific topics.

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The metaphors in science communication analysis of the metaphor "the book of life" in techno-scientific contexts

Juan Cruz   Universidad Nacional Autónoma de México

The use of metaphors in the communication of science is the subject of interest not only for their cognitive and philosophical value, but also by their role as communication tools, linking various speeches and providing a basis for the public understanding of scientific topics. In this aspect will discuss the metaphor "the book of life", generally used by the media to replace the human genome. This research part of the review of two important theories of the metaphor: the replacement approach and comparative approach. To end the interaction theory of metaphor proposed by Max Black, in which understanding and involvement the receptor leading to multiplicity of interpretations.Subsequently, is presented a historical review of the origins of metaphor and analyzes the implications of the metaphor "the book of life" in the visions of science that reproduce the Human Genome Project in the mass media. Finally, this analysis leads to review the commitments that have the science communicators to transfer metaphors, which obviously should not be chosen by interests, fashions, likes and levels of hearing, but should audience to a rational exercise in the pursuit of objectivity and professionalism in the communication of scientific topics.

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