Lee Ahern studies the science of science communication. Effective public policies relative to science and technology require public understanding of complex concepts. Over the past two decades, communications scholars have begun to identify the social and psychological factors that combine to make meaning about scientific issues in the minds of different audience segments. They are also beginning to understand why science communication campaigns so often fail to deliver the intended and desired results. These findings have made it clear that scientists must consider not just the science itself, but how audiences will react to and make meaning from science communications.