It is difficult to believe, but when Gustav Holmberg, Malin Sandström and I organised a session on science communication and social web media at the 10th conference of The International Network on Public Communication of Science and Technology (PCST-10) two years ago, ours was the only session which discussed social web media (especially blogging) in relation to traditional science communication. The rest of the PCST-10 was about traditional paper and ether media; the venue was filled with journalists and media scholars interested in traditional media.
Coming from the social web media world, we wrongy believed that the traditional science communication discourse was in decline. But science journalists is a conservative profession; they still largely believe science communication is about science journalism. For example, even when the Media for Science Forum 2010 starts a blog, it is all about science journalism in traditional media. I had expected a blog about science communication to involve discussions about social web media, but the journalism scenario lingers on.