Strategies for scientific popularization in the digital media environment

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