Abstract: science; image of science; scientists Summary/Abstract: In the contemporary world of science, reflecting on the image of science and scientists has become almost routine – a task so commonplace that it’s sometimes regarded as an “inevitable evil” of research. However, in the mid-1990s when Kristina Petkova and Pepka Boyadjieva embarked on their groundbreaking study, this was far from the case. Their article, “The Image of the Scientist and Its Functions,” published in Public Understanding of Science in 1995, was among the fi rst to address this theme in a systematic, scholarly way.

Abstract: In this essay, we review and reflect upon past studies of “images of science” and present new results from two recent studies: images of science revealed by a quantitative global survey (Wellcome Global Monitor, 2018) and by a series of focus groups discussions with parents, climate change activism sympathisers, healthcare workers, and post-doctoral researchers in the United Kingdom. The review shows how the images of science change historically, and that different types of materials and methodologies are examined. The global survey shows that a medical image of science is prevalent among people with longer education, while among the lesser educated, an image of science as “scholarship” including poetry (an art) and medicine is more common. Focus group conversations confirm a shift in news attention from edited traditional broadcast media (newsprint, TV, and radio) to user-generated content distributed on social media platforms. In this news media ecology, we typify four images of science in Britain of 2023: an idealised image; a devil’s bargain; a productive machine; and science as a precarious way of life.

Abstract: This paper explores the integration of distributional semantics, hermeneutics, and semiotic theory as a powerful framework for analysing large textual corpora in the digital age. The advent of big data and advanced computational techniques has created new opportunities for bridging quantitative and qualitative approaches to textual analysis. By combining the data-driven insights of distributional semantics with the contextual depth of hermeneutic interpretation, researchers can uncover latent semantic structures while maintaining sensitivity to cultural and historical contexts. The paper argues that this integrated approach aligns well with semiotic theory, particularly Charles Sanders Peirce’s concept of semiosis. Peirce’s triadic model of sign interpretation provides a comprehensive lens for examining texts as dynamic semiotic systems, emphasising the importance of context and interpretation in meaning-making processes. By viewing texts as complex networks of signs interacting within specific contexts, researchers can gain richer, more nuanced insights into how meanings are constructed and reconstructed across diverse cultural landscapes. The integration of these approaches offers several advantages: it allows for the systematic analysis of large-scale textual data, provides a framework for understanding the contextual complexities of meaning, and bridges the gap between computational methods and interpretive analysis. However, it also raises important epistemological and ontological questions, particularly regarding the relationship between semiotic processes and material reality. The paper concludes by highlighting how the discussed theoretical and philosophical considerations can inform a methodological framework that synergises the analytical strengths of distributional semantics, hermeneutics, and semiotics. This potential framework promises a comprehensive approach to textual analysis, adept at unravelling both the macroscopic quantitative patterns found in extensive corpora and the intricate ...

Abstract: This study examines the evolution of homogenisation in scientific discourse on digital platforms in Bulgaria from 2011 to 2022 by analysing a comprehensive textual corpus of digital media. Using BERTopic, an embedded topic modeling technique, the analysis identified key topics that drive both polarisation and consensus. By applying a polarization index (PI) to measure the variance in emotional responses to science-related topics, the analysis reveals a shift from diverse, high-polarisation discussions in the early years of the platform to more homogeneous, low-polarisation interactions as the platform matured. Initially, topics such as space exploration and education systems generated significant public debate, reflecting a diverse engagement with science. Over time, however, the platform became more insular, with discussions increasingly confined to an echo chamber that reinforced existing beliefs, particularly in soft sciences such as education. The findings suggest that, while digital platforms may initially foster diverse scientific discourse, their design and resulting homogenising tendencies ultimately lead to greater polarisation and fragmentation in the public sphere. This not only distorts the public’s understanding of science, but also undermines society’s ability to address complex scientific challenges effectively, as is required to address multiple fragmented publics rather than a single one.

Abstract: Transformative thinking, new concepts, theories, and technical terms to contextualise the communication space are developing fast. In this paper I will argue that science communication (SC) researchers need to align with these new and emerging ideas and theories. Facilitated by a Transdisciplinary (TD) approach, it is necessary to migrate to the inclusion of emerging “collective” networks in support of the actor-network theory (ANT), rather than to depend on the individual (specialist) voice of a scientist. Members of these collectives share topics of interest through the Open Science movement, leading to research that is inclusive of communities. Due to the nature of TD research collaboration, issues of trust become more relevant, and by judging the growth of collectives, more spontaneous when effective communication takes place. Two complex aspects act as a main influence for such transformative consideration. The first aspect is the disrupting ecological transformation brought about by a fast-track change in the planetary climate caused by human actions; an event aptly named the Anthropocene (human made). The other aspect is the destabilising socio-political uncertainties humanity is facing in this rapidly transforming and unpredictable future, characterised by ecological disasters, mass migrations and escalating instances of war.

Abstract: The sharing of scientific knowledge in our times has extended beyond academic publications with high-impact factors and rank, to non-expert audiences as well. This article explores existing interpretations of “science communication” and problematises various practices, registering successful strategies for communicating science. The main contention in the article is that scientists and PR experts see science communication as a possible strategic road to building mutually beneficial relationships with the media and a wider public. The first part of the article presents an overview of literature on science and public relations. The second part analyses data obtained from a non-representative small-bore study of the websites of Bulgarian scientific institutions and a short questionnaire on successful PR strategies for science communication, touching on key aspects of how PR experts think about communication in the context of science. The article takes a normative and evaluative look at the concept and practice of science communication.

Abstract: The focus of this paper is on the link between sociology of sustainability and non-financial corporate sustainability reporting (as defined by EU Directives). The aim is to analyse and show to what extent corporate sustainability reporting adds value to the communication and promotion of social change towards sustainable development. Тhe article is based on empirical data collected in the course of the author’s sociological research conducted in the period 22 April - 19 May 2023 on 51 companies in Bulgaria, using the semi-standardised online interview method. We firstly postulate a sociology of sustainability, defined as a middle-range theory in the sense of R. Merton (1957; 1968). Secondly, we describe corporate sustainability reporting as defined in the EU. We discuss the nature of sustainability reporting by companies, its strengths and weaknesses, and its relation to sociology. Thirdly, we show how a sociology of sustainability can be used effectively for the empirical study of corporate sustainability and outline a research agenda that includes specific research directions and research hypotheses on corporate sustanibility reporting. Fourthly, we point out how the regulatory hypothesis can be operationalised and ultimately examined - accepted or rejected in specific empirical studies. We conclude by pointing to the heuristic power of sociology of sustainability, its ability to work interdisciplinarily and have an inclusive effect in communicating and promoting sustainable societal development. Empirical evidence has comprehensively clarified the importance of the regulatory framework and the availability of resources with regard to how companies approach sustainability in their corporate reports. The hypothesis that enforcement and regulation are a possible tool for sensitising companies to sustainability development goals was confirmed. At the same time, it is shown that the currently existing variety of guidelines and standards tends to hinder corporate management; i.e., ...

Abstract: The article examines the communication of science at an everyday level in the perspective of virtual communication. Although communication in online space is accepted as yet another tool for popularising science and attracting public attention, communicating science at an everyday level, as in non-specialised virtual networks, is a problematic matter. Instead of conveying a better understanding of science, what actually happens is rather a neutralisation and domination of the specialised field by public opinion. In the specificity of the digital environment, the interaction between science and society leads to mixing scientific methods and facts with popular opinions and attitudes. This study investigates the interaction between scientific and everyday discourse in a Facebook group with a scientific theme, using ethnographic embedded observation and discursive analysis in the course of three months. It is concluded that communication is mediated by the various resources and expectations of the participants, and the structure of online communication in social networks retains its specificity in terms of dynamic sharing of opinions and attitudes, while ignoring the scientific context of communication.

Abstract: The COVID-19 pandemic revealed some of the divisions existing within the European Union. The rates of vaccination against SARS-CoV-2 clearly divide Western from Eastern European countries. The article presents “the curious case” of Bulgaria, which has the lowest vaccination uptake of all EU countries. Even though Bulgaria had been receiving vaccines since the beginning of 2021, by the end of November of that year, scarcely 25% of Bulgarians were fully vaccinated, a percentage far below that of the second lowest-ranking country in this respect, Romania. In seeking an explanation for the scepticism of the Bulgarian population towards vaccination, and analysing the roots of the problem, the authors use the Vaccine Hesitancy Matrix of Determinants, developed by the Strategic Advisory Group of Experts at the World Health Organisation. The research reconstructs and traces the public institutions’ efforts to govern the crisis and shows that, in 2021, a constellation of three groups of determinants intensified hesitant attitudes to anti-COVID-19 vaccination. The study is based on media and content analysis of documents, as well as on secondary data analysis, interpreted through the frame of the Vaccine Hesitancy Matrix of Determinants as a heuristic perspective for understanding a specific pattern of vaccination hesitancy. The analysis reveals that the main driving forces of growing hesitation and behaviour regarding vaccination are the populist use of experts and authorities’ positions and the low level of public understanding of science, technology and medicine.

Abstract: This study aims to present recent academic discussions in sociology regarding the intersection of science and religion. It reviews recent empirical research literature on this topic, specifically defining three types of relationships between science and religion. Additionally, using cross-national survey data, it analyses the patterns of intersection between science and religion in modern society and examines how these coexistence patterns may be influenced by region, urban-rural residence, gender, and educational level. Finally, the study discusses the implications of social differences in the intersection of science and religion and offers potential directions for future research.

Abstract: This study investigates the relationship between religiosity, spiritual practices, and trust in scientific institutions in Bulgaria, a country with Orthodox Christian traditions but also with a historically low level of trust in public institutions. Using Peter Berger’s “Sacred Canopy” theory, the research explores how traditional religious practices – such as church attendance, prayer, and the observance of religious holidays – along with overall levels of religiosity, influence public trust in scientific institutions. The findings reveal that individuals who engage in traditional religious practices and have trust in the Bulgarian Orthodox Church are more likely to trust scientific institutions, viewing them as part of a shared moral framework that promotes societal well-being. In contrast, those who adhere to New Age beliefs, which emphasise personal spirituality and alternative knowledge systems, demonstrate lower trust in scientific institutions. Overall, this study highlights the important role that institutionalised religion plays in legitimising scientific institutions in a context where trust in other public institutions remains low.