"Yet many scientists ignore the possibility that their communication efforts might be part of the problem.
Perhaps worse, arguments in favor of the popular science model are not very scientific.
In fact, they cut against more than 60 years of research in the social sciences,
a body of work that suggests citizens prefer to rely on their social values
to pick and choose information sources that confirm what they already believe",
http://www.the-scientist.com/2007/10/1/38/1/