We inhabit an age in which economic progress in the European Union is equalized to more European research and better communication of that European research to the public. In highly developed Western democracies this implies an important role for the public as well as the mass media, both actors in a transforming public sphere. Beyond a call for more communication and more scientific literacy, the discourse has shifted to a call for more engagement and more participation on behalf of the citizen. There is a widespread sentiment however that the discipline of science communication is at a