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Public Communication of Science and Technology


Communication hierarchy analysis and decision making in science and technology communication
How much of what is adequate for desired impact of communication

Leeladhar Kala   Centre for Energy Studies, Indian Institute of Technology, New Delhi, India

Science and the method of science and the subsequent analytical techniques have been the hallmark of modern development, be it in sciences or even in humanities. These analytical techniques have increasingly been put to use across the entire spectrum of knowledge generation and its application. Why science communication should be away from developing these tools for democratising the subject in the sense that more and more human resource can be turned friendly to science communication and hence to the advanced world of sciences. It is high time that science communication should be demystified from the guarded codes of inclinations and experience to simpler training of quantification of ingredients of science communication and be allowed to flourish in a increasingly science consuming society.

Communication Hierarchy Analysis has potential to be able to fill this gap. For this it has been found appropriate to expand the horizon of science communication and the concept of total transfer of knowledge has been introduced and this has been named Total Communication. For this to be able to make the concept vividly understanding, communication of technology has also been considered within the greater realms of science communication as we generally tend to apply the term to general use. This paper recognises the very fact that different levels of communication produces distinctly different results. Emergence of such an analytical tool required higher level of understanding of the subject of science communication in terms of various skill groups such as linguistics, story weaving, communication and entertainment mix, illustrations including graphical, etc. Sooner it can be done, faster the objectivity of sciences can be imparted to science communication in particular and communication in general.

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