Hélène Ledouble is an associate professor at the University of Toulon, France. She works in applied linguistics and textual data analysis, and is particularly interested in popular science discourse on environmental issues.

• Foreword ixAnne CONDAMINESPreface xiiiAcknowledgments xvIntroduction xviiPart 1 The Challenge of Popularizing Science 1Introduction to Part 1 3Chapter 1 The Dialogue Between Science and Society 51.1 The popularizing project 51.1.1 How we talk about popular science 61.1.2 Promoting popularization 71.2 Science in the media and the multiplicity of actors 101.2.1 From scholarly knowledge to social knowledge 101.2.2 Perspectives on science and experts 121.3 Scientific and media approaches to popularization 171.3.1 Divergence between scientific and media approaches 171.3.2 Convergences between these approaches 20Chapter 2 Discourses on Science 252.1 Genres in scientific communication 252.2 Scientific discourse 282.2.1 Terminological variation in specialized discourse 292.2.2 Specialized and general language 322.3 Scientific media discourse 332.3.1 Language and variation in the popularization process 342.3.2 Parallel between popularization and education 36Chapter 3 Theoretical and Methodological Tools for Analysis 413.1 Identification and categorization of names and designations 413.1.1 Designations in a discursive context 423.1.2 Analysis and categorization of designations 433.2 Characterization of objects of discourse 433.2.1 Characterization of an object of discourse: media schematization 443.2.2 Formal markers characterizing objects of discourse 46Part 2 Science in the Media: Agroecology in the Daily Press 49Introduction to Part 2 51Chapter 4 An Introduction to Agroecology 534.1 Presentation of biological control 544.1.1 Definition of terms and terminological instability 554.1.2 Regulatory approach to plant protection 574.2 Media discourse under study 594.2.1 French press corpus 604.2.2 English-language press corpus 61Chapter 5 Names and Designations of Discourse Objects 635.1 Designations of plant protection methods 635.1.1 Protection methods in French 635.1.2 Control methods in English 695.1.3 Summary of method designations 715.2 Designations of agents and plant protection products 735.2.1 Biocontrol agents (insects) 735.2.2 Biocontrol products 765.2.3 Summary of product designations 79Chapter 6 Characterization of Discourse Objects 816.1 Crossed perspectives on methods and products 816.1.1 Complementarity of methods and products 826.1.2 Opposition between methods and products 876.1.3 Synthesis of oppositions and binarism 926.2 Simplified look at methods and products 936.2.1 Simplification through (co)textual structures 936.2.2 Simplification by analogical reasoning 94Part 3 Challenges in the Mediation of Agroecological Issues 97Introduction to Part 3 99Chapter 7 Terminological and Cognitive Issues 1017.1 Designations and specialization 1017.1.1 Semantic shift between areas of expertise 1027.1.2 Determinologization 1047.1.3 Designations and connotations 1067.1.4 Name equivalents in discourse 1117.1.5 Agent and product status 1127.2 Binarism and cognitive bias 1147.2.1 Strengths and weaknesses of binary reasoning 1147.2.2 Strengths and weaknesses of analogical reasoning 123Chapter 8 Challenges in Agroecology 1298.1 A shared responsibility 1298.1.1 The connection between content and style 1308.1.2 Development is inseparable from dissemination 1368.2 Scientific mediation 1378.2.1 Reflexivity and scientific mediation 1388.2.2 Language and terminology 1438.2.3 Involving the public 149Conclusion 159Glossary 167References 171Index 193