Updating means metaprograms in the titles of audiovisual mediacontent in popular science sector of video blogging

Abstract

Trends in mediatization of various spheres of our life, accompanied by an increase in audience interest in video content, make the problem of studying the latter from the standpoint of the effectiveness of its participation in the process of internalization of scientific knowledge relevant. This process is complicated by such features of the network environment as the low level of professionalism of a number of authors, the active process of spreading pseudoscientific information, and the highly competitive nature of relations between bloggers in the network space. The first two problems are being overcome by bloggers as researchers note the professionalization of the blogosphere. The last problem is solved by the authors themselves inside the materials. To solve it, bloggers often resort to updating the key meta-programs that dominate the modern media field. The article analyzes the verbal means of emphasizing these programs in the Russian-language sector of popular science video blogging. Based on the analysis of the verbal level of the releases of the most popular YouTube channels, a conclusion is made about the frequency of occurrence of each of these meta-programs in the structure of the media text. The fact of the dependence of the degree of popularity of the metaprogram on the scientific sphere, which is the subject of the narration, is established. The conclusion is made about the dominance of the metaprogram “values” as the most appropriate for this sector of media. It is concluded that in a situation where scrolling is the basis of the user’s information behavior on the network, it is the titles of the videos (along with the preview) that stimulate the viewer’s interest, and metaprograms play an important role in this process.