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Science has always been marketed, from 18th-century coffeehouse demos of Newton’s ideas to today’s TikTok explainers

  • Written by Beth DuFault, Assistant Professor of Marketing, University of Portland
Science has always been marketed, from 18th-century coffeehouse demos of Newton’s ideas to today’s TikTok explainersFor science ideas to catch on, they had to be promoted.Hulton Archive via Getty Images

People often see science as a world apart: cool, rational and untouched by persuasion or performance. In this view, scientists simply discover truth, and truth speaks for itself.

But history tells a different story. Scientific theories do not simply reveal...

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