Science stories as culture: Experience, identity, narrative and emotion in public communication of science

"At a practical level, focusing on culture and meaning-making opens up new ways of analysing empirical material. These foci move away from the existing categories of dissemination and dialogue, which focus on directionality of information, and instead move towards the quality and meaning of communication...Reconsidering science communication as meaning-making thus opens up new ways of understanding and valuing the unique attributes of cases like art-science collaboration, or the use of science in fiction, or long-term experiences of advertising that draws on scientific tropes."