PUBLIC IMAGE AND DIVULGATION OF CHEMISTRY: CHALLENGES AND OPPORTUNITIES

Chemical knowledge plays a central role in the economical and social development of a nation. Chemistry is considered a key science, which provides the means and meanings that fuel the advancement of other fields of knowledge. However, the public image of chemistry is often associated with negative facts and misconceptions. This paper addresses and discusses the public image of chemistry with two case studies: the public image of chemistry depicted in two major Brazilian newspapers and the Brazilian project for the International Year of Chemistry (IYC). Analysis of the newspaper data strongly suggests that the public image of chemistry is related to both the way news is written and the ability of the reader to identify the chemical knowledge actually present in the text. Analysis of IYC related data in the second case study depicted an optimistic panorama for the divulgation of chemistry at both national and local levels. A model for broad and effective initiatives for dissemination of chemistry is discussed. The need to keep science divulgation as the top agenda of the scientific community is also highlighted.