The Public Communication of Science & Technology (PCOST) Project was developed to improve public communication on science and technology, specifically emerging technologies such as nanotechnology, bionanotechnology, neurotechnology, and synthetic biology. Public communication in these fields must confront challenges that fall into two broad categories.

First, emerging technologies are a substantial challenge given high levels of uncertainties. Whether we are talking about synthetic biology, neurotechnologies, nanotechnologies, nanomedicine, bionano or nanobiotechnologies, biotechnologies, etc., we have blustering advocates who hyperbolize the anticipated consequences and underinformed critics many of whom engage their own tirades on globalization, rich-poor gaps, digital divides, privacy encroachments, etc. We need to find ways to make decisions under moderate levels of uncertainty that secure human and environmental health and safety without foregoing the benefits of development and higher standards of living.

Second, the Internet and social media have changed the playing field. Traditional work in our field came from research undertaken on newspapers, magazine articles and television and how they affect the formation of perception and opinion. The Internet has complicated our understanding of the role played by media as both an attenuator and an amplifier of risk messages. Recent data indicates a significant trend towards netnews at the expense of traditional sources. Most recently, we see social media in the likes of Facebook, blogging and microblogging (Twitter), and YouTube sliver TV. For scholars in risk communication both the arrival of the Internet and social media has changed the landscape of what we do. We need to find ways to link public interest, attention, and perception through these new media forms.

Professor David Berube currently serves as the Director of PCOST. The project is recruiting members and will petition to become a Center/Institute in the near future. PCOST will move to the James B. Hunt Jr. Library on Centennial Campus when construction is complete.

Please visit our new YouTube channel to view presentations by PCOST members.