Science communication facing the challenge of new forms: professional, narrative, and ethical aspects of a profession in transformation

The paper aims to review the key characteristics of scientific communication and science journalism to better understand their evolution in contemporary society. In recent years, the rise of digital media, particularly social media and algorithm-based platforms, has had a significant impact on the production and consumption of scientific content. This shift has not only altered storytelling techniques, but also accelerated the pace of information dissemination, increasing the risk of misinformation. In such a context, it emerges that some characteristics of scientific communication are essential: specific preparation for the treatment of science news- with particular attention to what differentiates it from journalism in other sectors (for example, the issue of false balance)- and a solid competence in the interpretation of data coming from scientific literature. From the analysis emerge complex challenges relating to professional, ethical and deontological responsibilities, which communicators are called upon to face, considering transparency in the relationship with their target audience as fundamental.