SCIENCE PR STRATEGIES FOR COMMUNICATING ASTRONOMY: THE CASE OF ESA AND HUBBLE 15TH ANNIVERSARY PROJECT

Abstract

By implementing Hubble 15th Anniversary project (2005), the European Space Agency (ESA) follows the new realities of Public Relations and science communication which apply to research institutes concerned with astronomy. The mix between the principles of popular culture and the Public Understanding of Science (PUS) movement represents the theoretical foundation of an active and efficient communication strategy, intended for the promotion of a positive attitude among the public towards the opportunities of scientific research. By using all the means offered by popular culture, Hubble 15th Anniversary project suggested a range of cultural products and events (Hubble Days events, DVDs, Hubble-themed gadgets etc.) which combined information with entertainment and which managed to materialize a science PR strategy based on the realities of popular culture.