People are discussing the Nisbet & Mooney “Framing Science” paper, but due to real life getting in the way, I haven’t been able to either read the (short) paper or the (long) blogospheric coverage. I will however note that Greg Laden makes a great point over at Pharyngula:
In the manner of Dale Carnegie, I’ll say it and I’ll say it again and again: Let’s try to drop the “theory” from “evolutionary theory”… this word is doing so much work out there in normal language, it DOES NOT MATTER that scientists think “theory” means a certain thing. It does not. that is not how language works. The minority does not get to define the meaning. So let’s replace our phrases on that one, switch Evo. Theory to Evolutionary Biology, for instance. That’s easy for us to do.
Now that is the sort of “framing” that I think would be effective.