The science communication infrastructure has been constantly growing in the last few decades: today, it is so influential that it is able to partially reshape science itself. In this talk, some case studies drawn from recent scientific literature and media coverage are explored: these show the existence of a feedback loop between science and its communication. Some of the critical mechanisms of contemporary science communication are reviewed, toghether with statistical data on the relation between researchers and journalists. Although science communication displays some critical bottlenecks, this analysis shows that avoiding communication is not an option for contemporary scientists. On the contrary, controlling its mechanisms can provide to researchers the instruments to take advantage of the opportunities it offers.