Pattern Explanation of Public Science Communication in Scientific Programming in IRIB

IRIB as a main actor in science popularization process, is responsible for joining public sphere with science through which scientific discourse is institutionalized. Studies on media science have shown that scientific programming on Iran TV results from the interaction of many contextual components. In this essay, the causal conditions, the context, the media strategies and consequences have been identified and a Paradigmatic model for scientific programming proposed. The research method of this research is the grounded theory, and the data were gathered by theoretical sampling through the unstructured, deep interviews with 12 experts who were involved in the process of producing and organizing scientific programming. Findings of this essay suggest that IRIB pattern in science representing, is deficit model. The reasons led to this model, are the whole knowledgeable media, the misconception of the level of public perception of science, sophisticated science, the limited resources allocated to science programs, the lack of culture supporting science and the lack of stability and distinction between the missions of public or specialized TV channels. So through the deficit model for science popularization, extreme specialization, extreme simplification, science stereotyping or consequentialism were chosen as the media strategies in science communication. These approaches result in ideological science, fusion of science and pseudoscience, highlighting the local science achievement, failure to bring science to the public sphere, pure science popularization and the lack of interactive communication between media, public and scientists. Therefore, it is necessary for IRIB to transfer from generalization approach to public engagement in science thorough participation model.