ABSTRACT
Science, above all, is about the production and testing of empirically grounded theories that have objective validity and generate knowledge that is of value both for enhancing our understanding of the material world and for enabling us to control and harness aspects of it. Such a straightforward notion, though, led almost inevitably to the deficit model of misunderstandings of science which, while rejected in the science communication community (Holliman, Thomas, Smidt, Scanlon & Whitelegg, 2009), continues to be the first port of call for many scientists and for the general public alike.
