Abstrakt
The goal of this article is to introduce a different approach to reducing chemophobia. Analysis of the current public image of chemistry, especially the consequences of prevailing chemophobia, can form a basis for changing this negative and dangerous situation for chemistry.
Thanks to its unique analytical problem-solving process, analytical chemistry can play an important role in the strategy to reduce chemophobia. The core part of the article describes a newly designed 5E-principle for effective communication.
We are convinced that this principle exactly answers the questions that chemistry and chemists have faced in the last few decades in connection with communication with the general public. Three case studies illustrate the application of the proposed 5E-principle for enhancing anti-chemophobic communication of chemists with laymen.