The present study is devoted to the introduction of the outreach activities of IAU South West and Central Asia Regional Office of Astronomy for Development (SWCA ROAD) Significant communications gap between scientists and society is rendered. We show how to gain new enthusiasts of the Universe by science popularization. We point out the positive outcome of the science communication such as the rejection of superstitious beliefs, astrology and numerology. We analyze the basic processes of communication that explain how different publics deal with scientific information and we apply these insights so as to help improve communication practices in the field of science. Special focus is given on the science-society relationship and the usage of the persuasive and effective means like science museums, science exhibitions, science festivals, science busking, science cafes and pubs, public lectures, talks and discussions, scientific journalism and scientific tourism. We have implemented some of these in the frame of SWCA ROAD activities; we share our experience. It is worth mentioning that in most of these initiatives, astronomers have taken the leadership as most of the attractive topics in science communication are astronomy and space sciences, extraterrestrials, astrology, cosmic catastrophes, etc. We suggest science communicators to use entertainments including humor, storytelling and metaphors. Science communication may also be realized by websites and social media platforms. We conclude with future tendencies of science communication and benefits of the scientists and young researchers who are actively involved in science outreach activities.
Special Focus Issue on Emerging Scientists and Science Communication
