In this article, we suggest that three concepts from cultural and media studies might be useful for analysing the ways audiences are constructed in science communication: that media are immanent to society, media are multiple and various, and audiences are active. This article uses those concepts, along with insights from Science and Technology Studies (STS), to examine the category of ‘the disengaged’ within science communication. This article deals with the contrast between ‘common sense’ and scholarly ideas of media and audiences in the field of cultural and media studies. It compares the ‘common sense’ with scholarly ideas of science publics from STS. We conclude that it may be time to reconsider the ontology of publics and the disengaged for science communication.