The "Deadly Sins" of Scientific Endeavour as a Narrative Framework for Self-Reflection in Science Communication.

This article critically examines the role of the scientific community in science communication, arguing that traditional approaches focused on the public’s "knowledge deficit" overlook how scientists and institutions may unintentionally contribute to misunderstanding in a fragmented and "polluted" communication environment. Using the metaphor of the "seven deadly sins"—sloth, wrath, pride, lust, greed, gluttony, and envy—the article categorizes scientific misconduct, epistemic arrogance, and communication failures, while proposing "redemption narratives" grounded in self-awareness, transparency, and humility to rebuild public trust and foster inclusive dialogue. Case studies, such as the delayed retraction of Andrew Wakefield’s discredited vaccine-autism study and contrasting communication styles of celebrity scientists during the COVID-19 pandemic, illustrate these dynamics. The article advocates for science communication (SciComm) that embraces scientific self-correction and openness, highlighting the potential of open science, citizen engagement, and narrative reframing to improve the relationship between science and society.