Authenticity and Credibility in Science Communication Design: A Rhetorical Approach

The communication of scientific knowledge is traditionally oriented towards objective truth and facts, and builds on the authority of science. This article argues that, besides or even opposite to these aims, creating authenticity has become a major factor of successful science communication. Conveying a “personal touch,” or giving the audience a feeling of “being real,” are crucial promoters of credibility. Significant methods of gaining trust and sympathy on the level of textual as well as visual presentation are disclosed by exploring a bestselling popular scientific book, and with references to ancient rhetorical texts.