Theorists and practitioners of science communication have argued for the need for distancing ourselves from the deficit model. However, the concept of the deficit model itself has been a source of confusion in science communication theory and practice. Therefore, in this paper, I replace the deficit model with a combined vertical–horizontal model.

　The vertical model represents the attitude that science, which many scientists recognize as their culture, is the only natural and rational point of reference. In contrast, the horizontal model also includes the culture of the communities with which scientists communicate as a valid component of the communication style.

　However, the implementation of the horizontal model alone may result in excessive relativization of scientific values. Therefore, based on the argument of elective modernism developed by Collins and Evans, I argue that the horizontal model does not necessarily lead to such relativization. Finally, using Collins and Evans’s theory of expertise and the combined vertical–horizontal model, I determine eight types of science communicators.