This paper develops a theoretical approach to the media, audiences, science, and ethics with 3 intentions:

It is argued that, to approach the mediation of science as a process of achieving public understanding is fundamentally flawed. Such an approach unreasonably conceives of the public as having to be informed by the scientific community, thus placing the public in a subservient position. Instead, we propose a dialogical model between the scientific community and the public, mediated by two central actors: the mass media and (bio)ethicists. It is claimed that the basic model for ‘media-science’, or the explanation of science through the media, consists of a moral discourse and that constructing links with ethicists can enrich this. From Science to Ethics & Back Again argues that the importance of scientific research is understood primarily by its perceived ethical importance and that this dialogue must then feed back into the scientific community. The paper addresses the critique that media discourses are not conducive to in-depth ethical analyses and that this alienates academic ethicists from giving time to forging worthwhile links with the media. However, it is suggested that this seemingly incompatible relationship can be overcome by seeking common ‘narratives’ and ways of story-telling.