Media promotion of scientific knowledge among a mass audience

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INTRODUCTION. Popularization of science plays a significant role in modern society, contributing to the development of domestic science and technology, the formation of an educated and critically thinking society. The purpose of the study is to consider materials on popular science topics as agents of popularization of scientific knowledge for a wide audience.MATERIALS AND METHODS. The following media were analyzed: “Izvestiya Mordovii”, “Stolitsa S”, “Zdunov zdes’”, “Igor’ Gubaidulin i GR”, “Minpromnauki Mordovii”, “MGU im. N.P. Ogareva”, “Startapstudiya “Ogarev”, “Glushko”. In total, more than 1000 media texts were analyzed; the sample for qualitative analysis consisted of 200 publications for the period from January 1, 2022 to May 31, 2024.RESULTS AND DISCUSSION. The process of promoting scientific knowledge in the media space of the Republic of Mordovia is revealed, the subject matter, genre and functional classification of popular science materials, and the university’s cooperation with the media in the process of popularizing science are considered.CONCLUSION. The classification of popular science materials in the media of the Republic of Mordovia was identified (by territorial affiliation of the study, by genre specificity, by volume of information, by visualization methods), the primary source of scientific information was identified – university media platforms and its dissemination through other communication channels in the time period. The process of formation of the term “Mordovian scientists” in media materials was traced, recommendations for covering science, both for regional and federal media, were compiled.