By: Malene Breusch Hansen, ScienceNordic

Scientists increasingly represent their research institution, not just their own work, when they appear in the media, and that is important to bear in mind, argues communication researcher.

  • The Expert – the most common role. The researchers only represent themselves, their own research and views.
  • The Research Manager – represents his or her research institution. Uses industry methods to brand the institution and to boost its image.
  • The Guardian of Science – represents science as a whole, based on an ideal of wishing to educate the public.