To mark Halloween at KITP, I'll dig into the depths of the scariest cross-cultural science and journalism subject of all -- the 'I' in Science.

This terror-filled hour will explore why writers put scientists at the hearts of their stories, and scientists sometimes curse the personal attention.

You'll hear screams of "hhh! The stories not about me it's about the science!" And: "Don't you see?! I don't matter, it's the matter that matters!"

Could there be a way out of this pit of fear of the personal in science popularizing?

Only the brave dare explore.