Keywords
digital world
public interest
popular science communication
How to Cite
Abstract
Currently, science is a part of our world. Moreover, it is for improving human life-space and can’t be simply a part of official scientific departments. So, the popularization of scientific discoveries and innovations is a way of fighting unreasonable human fears of new. We had a goal to analyze possible strategies for popularizing scholarly communication, especially in the digital space, as the medium most used today. So, the current research is aimed at establishing effective ways of promoting scientific knowledge in the public space in modern realities. The conducted analysis determines the ways of medialization and digitization, which form the specifics of scientific popularization. Today, it can be declared that scientific communication demonstrates the increased involvement of the media in and the rising of public interest in the science world. Now, the science popularization process is characterized by the convergence of both science and the media and science and politics. And the last creates an uneven coverage of scientific activity, which does not reveal the full richness of the scientific world. However, the politicization of science highlights the similarities between scientific and political communication. And this is best seen in the digital space. The structure of digital media is characterized by polarization and differentiation of the majority audience of current media sources. And the success of mass media depends on the cognitive and value attitudes of their prevalent audience. As a result, effective scientific communication strategies should be a way to increase media literacy in society. And a flexible media approach to the popularization of scientific knowledge should become a means of expanding the audience and overcoming public prejudices regarding new scientific achievements and innovations.
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