I've been meaning to post about this post over at Post Doc ergo Propeter Doc. So now's the time.
As a chemist-turned-cell biologist, I hope I can appreciate both sides of the view. Anyway, here goes.
The reason why biologists (and that includes everyone, like molecular biologists, protein biochemists, geneticists although that's a stretch) love the media is because of money. More recognition from the media and lay people means that the charities that funds research get more recognition. That means they get more money through donations. What better PR is there than telling people that you pump money into a researcher who has found a cure for cancer?
(I guess this is the same for astrophysics, or particle physics, as they need very very large amounts of money not for funding, but to actually fund the instruments of research. If the tax-payers don't know what their money is being pumped into, they won't like funding the government that is)
There's a slant for biology in the media, because biology is so easy to justify to the lay person. Genetics of diseases concern everyone. When everyone has a relative affected by cancer, cancer is one big target. It's just so much easier to justify to the general public.
This touches on another aspect of current biological research funding in the UK (at least) - every little thing that people work on can be somehow related to a disease. So you have a cancer charity funding work on transcription factors, and stroke charities funding work on kinases. Weird, huh? I don't agree with this funding of basic science by disease charities (unfair really to the charities), but they fund my paycheck.
And I think that is the unfortunate reason why Chemists get the cold shoulder - biology is easy to justify. Physics (I guess) is easy too, because it has to do with the "ultimate question" of the rules of nature. Chemists get short shifted, unless you work for a pharmaceutical company and can say "well, I'm working on something to cure ABC disease".
Personally, I think there is less of an emphasis in media coverage of Chemistry in the west, compared to Japan. It's probably because recent Japanese Nobel Laureates were in Chemistry, so the spotlight on good science is shining on Chemistry now.
The unfortunate thing nowadays, is that even the people who should know better - University chancellors (, provosts and presidents), government ministers - are so ill-informed about the importance of Chemistry. I think all biological sciences students should be taught at least 1st year undergraduate level Chemistry. If not for the knowledge, at least for the safety. Then you won't get developmental biologists buying a 500g tin of picric acid for one experiment.
So what do you need? A famous chemist would help, preferably someone high up in the ranks - ministers, profs, with a flair for the subject. The lack of media interest in chemistry is terrible, and all you need really is someone with character to turn it around.
Is there any hope? Well, if a geologist can have a tv programme about the pacific rim, talking about how the Japanese culture was shaped by volcanoes (which is utter bullshit, and my geologist friend was embarassed to know he was one of...them), I am sure there is scope for a chemist to tell us about...I don't know, the beauty of organic synthesis?
BTW, I don't personally think that it should be necessary to justify your work to the public. I don't think research should be run like that, at least at our (i.e. postodc) level. But it seems like the thing nowadays is that you have to, because you're spending their money. Whoever they are.
Oh, and talking about media outlets. I have a pet hate.
Emrbryonic stem cell (ESC) biologists.
Everytime something happens, they are there. Like flies to poo. Taking credit for everything - I have heard ESC biologists talking about cures to cancer, cure to stroke, sure to heart disease, cure to XYZ, from their cells. And the number of... problematic articles written by (E)SC biologists? They should really be ashamed of themselves. I've never known an area with so much controversy. If the system is so fragile and not robust, as I know SC biology is, they should at least govern themselves with a little more care. But hey, money talks.