ABSTRACT
The media use a wide and varied range of information sources during the implementation of their information strategies. Scientists seem to adopt an educational role when dealing with the media. Indeed, the scientists were in favour of speaking to the press or broadcast media in order to educate the audience or readership in environmental matters. Specialists apparently approach tabloid and broadsheet journalists differently. The journalists were adamant that there is a danger of the audience becoming confused by the issues which specialists discuss, unless the information is presented at the appropriate level for the audience to handle. The following points are examined below and the discussion draws on evidence gathered from a series of interviews with scientists: The specialist reflecting on him or herself i.e. self-perception. How he or she envisages the self as the personification of knowledge. The investigation of the relationship between specialists and journalists and in particular the specialists' perception of this relationship.
