THE POTENTIAL OF SCIENCE COMMUNICATION IN THE CULTURAL CHANGE: RHETORIC AND CONTEXT

This study examines the application of a rhetorical approach to investigate science communication on television programs in relation to cultural changes in the context of Indonesia. Although in many societies science, for example, about human life, can be communicated to the public through, for example, television, cinema, literature, and theatrical performance, different cultures might have different ways to communicate science including choosing any elements in the chosen media of communication which can then represent characteristics of the cultures. Science communication itself can be seen as a means of bridging the gap between science and culture which in turn may contribute to change the culture of a society. In addition, the science itself can be seen as the catalyst by which our societies are being swiftly changed. However, there are still a small number of studies with regard to how cultures might be changed through science communication. Since in science communication the chosen media of communication is aimed at persuading people through persuasive rhetoric of verbal and non-verbal elements, the study in this article focuses on rhetorical aspects in terms of how the persuasive ‘tools’ are used in delivering scientific messages on television and how audiences of the science television programs make potential meanings about these persuasive ‘tools’ and the scientific messages in Indonesia. This study offers an alternative approach to examine how ways of communicating science might influence people’s perception and behavior about their life regarding the portrayal of science on television.