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The image of Nobel laureates differ considerably in media

October 09, 2003

Canonized celebrities or respected scientists? The image of Nobel laureates can differ considerably in the media. This is shown in an ongoing study by the Italian media researcher Massimiano Bucchi from the University of Trento.

"The Nobel Prize attracts attention not only in connection with the announcement of the laureates. They are often portrayed as high status individuals who make pronouncements as experts on controversial issues, such as genetic technology and stem cells--issues that do not always fall within their own field."

Massimiano Bucchi is a sociologist at the University of Trento and has studied the media image of the Nobel Prize in the Italian Il Corriere dela Serra and the British The Times during the years 2000-2001. This research project, the first of its kind, examining in what contexts the prize and the laureates receive attention, was presented at a press seminar on Monday, October 6, at the Nobel Museum--the same week as the 2003 laureates was announced.

The personal cults surrounding Nobel laureates are most palpable in Il Corriere dela Serra. Italian prize-winners, above all, are depicted as celebrities who mingle with various cultural icons. Massimiano Bucchi points out that the ceremony surrounding the Nobel Prize is important in creating this attention. Even though not so much is written at that time, the ceremony adds to the high status conferred upon the laureates. "They are seen as exceptional individuals with unique characteristics. In fact, there are several similarities between the choice of Nobel laureates and the canonization of saints," he explains. In the British press, there is less attention, and laureates are primarily in focus because of their roles as scientists. In The Times, moreover, obituaries of deceased laureates are common.

Massimiano Bucchi hopes to be able to expand the initial study and examine a longer period of time and to include media from other European countries. Massimiano Bucchi's research focuses on communication and the view of science among the general public. He has written several books, including Science and the Media (1998) and Science in Society, which is now being published.

Vetenskapsrådet (The Swedish Research Council)