Strategies for scientific popularization in the digital media environment

Abstract

The proposed article is devoted to the analysis of the characteristic features of popular science communication in the digital media environment. The current models of scientific communication are analyzed, the key trends of modern society are identified — mediatization and digitalization, which set the specifics of scientific popularization today. The mediatized forms of science communication testify to the unfolding process of mediatization of science — the growing involvement of media communications in the implementation of scientific activities. The mediatization of science also has its own specifics, which, in particular, is manifested in the growing convergence of the spheres of science and politics. Such politicization of science sets the features of mediatization, which covers the field of scientific activity very unevenly. Those areas of scientific knowledge that are politically in demand are subjected to mediatization to a greater extent. The politicization of science, which is unfolding along with mediatization, makes it possible to identify a similarity between political and scientific communications. The digital media environment of science communications is largely built in a similar way with the space of political communications. It is characterized by polarization and differentiation of the audience. The acceptance of scientific communication is largely determined not by the quality of scientific content, but by the cognitive and value attitudes of users. The principal feature of digital media architecture is its dual nature, which allows it to be equally used both for the dissemination of scientific information and its refutation and approval of false information. Under these conditions, strategies for effective science communication may include measures aimed at increasing the media literacy of the audience, the flexible use of media framing of scientific knowledge, aimed at expanding the audience of science communication and overcoming prejudices regarding new scientific achievements.