The mass media can be used to present science and technology in popular language bereft of jargon, so as to make it within the grasp of lay people. The public's quest for knowledge about science and technology is increasing. They want to know of developments that will affect them in their daily living. Besides, more and more people today want to learn about developments in other parts of the world. People often expect to read or see something more than mere developments, e.g., the implications of developments, including the opportunities available to them and the challenges awaiting them in the field.
Popular science plays a key role in eliciting public cooperation for programmes based on science.
There are several examples. Adoption of family planning methods, breast-feeding, vaccination, and eradication of malaria are all programmes that require a great deal of public understanding. Communicators have to be to told to include a factual point or two about the science or biology involved, which may be more persuasive than slogans or placards. This social role is increasingly becoming important for science communicators. It not only ensures that experts alone do not determine or decide on matters, but equal importance is attached to the power of public opinion.