Science information in the media: an academic approach to improve its intrinsic quality.

The lay audience expresses a clear demand for scientific information, particularly when health and welfare are involved. For most people science is what they learn from the media. The need for good scientific journalism is pressing, to bridge the gap between the slow pace of science and the fast-moving and concise nature of successful mass communication. This academic postgraduate course was established by the Department of Pharmacological Sciences to train mediators to improve the quality of lay scientific dissemination. The programme focuses on teaching a method of selecting, analysing, understanding, mediating and diffusing scientific information to lay people. The course explores the theoretical and practical aspects of methods, techniques and channels of scientific communication. Case studies, practical exercises, and stages complement the theoretical curriculum. The teaching focus is on reducing the asymmetry between scientists and the public. The different backgrounds of students and the spread of topics are major challenges.