Abstract

As explained in the opening of this book, science communication is often premised on the idea that knowledge and knowing are inherently good. But knowledge is a messy field. This chapter begins by distinguishing between knowledge, knowing, information and informing. Making the point that information is the currency of science communication, the chapter then considers what makes the information communicated valuable and worthwhile to the audience. Specifically, the relevance of the information to the audience and its usability (broadly understood) are considered. The chapter then offers a mirror discussion on the place (and value) of ignoring and ignorance in science communication.