Nanotechnology has from its very beginning been surrounded with an aura of novelty. For instance, on the 28 introductory pages of the report that prepared the US National Nanotechnology Initiative (NNI), Nanotechnology Research Directions (NSTC/IWGN 1999), we read 73 times the term “new”, 15 times “novel”, 7 times “innovation”, and 21 times “revolution”. The authors concede that one should distinguish between different nanotechnologies, because “Many existing technologies do already depend on nanoscale processes. Photography and catalysis are two examples of ‘old’ (...) nanotechnologies” (ibid, p. xxvi). One might conclude here that, if all the existing nanotechnologies are “old” nanotechnologies, “new” nanotechnologies do not yet exists but are only promises of the future. However, without further explanation and distinction between presence and future, they suggest that most nanotechnologies are or will be new. Furthermore, they claim that nanotechnology (in singular) is a generator of further new technologies, since “Nanotechnology will give birth to new fields that at present are only visions of leading researchers” (ibid., p. xviii). Whenever science managers speak of nanotechnology (in singular), sophisticated distinctions seem to give way to plain claims about the present and future novelty of nanotechnology. As the NNI director Mihail Roco wrote in a 2001 report, “A revolution is occurring in science and technology […] Nanotechnology will fundamentally transform science, technology, and society. In 10 to 20 years, a significant proportion of industrial production, healthcare practice, and environmental management will be changed by the new technology.” (Roco & Bainbridge, pp. 1, 19) When they put on their hats as science managers, scientists rarely reject but mostly support such novelty claim, as did for instance the chemists George Whitesides and Paul Alivisatos in the earlier report: “Nanostructures are the entry into a new realm in physical and biological science.” (NSTC/IWGN 1999, p.. (shrink)

There is a rapidly growing public interest in nanotechnology such that people increasingly buy various books to inform themselves about nanotechnology. This paper tries to measure the public interest focus on nanotechnology and its relation to the public interest in other fields of knowledge by applying a new method. I combine formal network analysis of co-purchase book data with traditional content analysis. The method is successful in identifying the books that the public reads to be informed about nanotechnology, in distinguishing (...) between different kinds and classes of books and thereby between different interest foci and readerships and their relations. The results suggest that nanotechnology is for many the first intense contact with science and technology and that they read a great variety of different kinds of books. Rather than on general introductions to current research written by scientists or science journalists, readers focus on forecasting and visionary literature including business guides, written by software entrepreneurs and business consultants. Unlike expert readers, who connect nanotechnology to other fields of science and engineering, the broader public connects it to visions about dissolving the human/machine distinction. Although the distinction between non-fiction and science fiction is still important for readers, border-crossing authors increasingly blur it. (shrink)