Science at the supermarket: multiplication, personalization and consumption of science in everyday life

Which is the kind science's psychological guidance upon everyday life? I will try to discuss some issues about the role that techno-scientific knowledge plays in sense-making and decision making about practical questions of life. This relation of both love and hate, antagonism and connivance is inscribable in a wider debate between a trend of science to intervene in fields that are traditionally prerogative of political, religious or ethical choices, and, on the other side, the position of those who aim at stemming "technocracy" and governing these processes. I argue that multiplication, personalization and consumption are the characteristics of the relationship between science, technology and society in the age of "multiculturalism" and "multi-scientism". This makes more difficult but intriguing the study and understanding of the processes through which scientific knowledge is socialized. Science topics, like biotech, climate change, etc. are today an unavoidable reference frame. It is not possible to not know them and to attach them to the most disparate questions. Like in the case of Moscovici's "Freud for all seasons", the fact itself that the members of a group or a society believe in science as a reference point for others, roots its social representation and the belief that it can solve everyday life problems.