Mediatization as a Factor in Increasing Interest in Modern Popular Science Media (“Science and Life” and “Popular Mechanics”)

The article is devoted to the study of multimedia tools that are used when placing content in online versions of popular science publications. The relevance of the issue is due to the need to use new convergent forms of promotion of printed publications in the field of mass communications. The novelty of the study is seen in the fact that for the first time the process of multimediaization in the popular science segment of the media is described. The role that multimedia tools play in the development of modern popular science media is shown. Particular attention is paid to topical problems of the functioning of popular science journals, possible ways to solve them, as well as, in this regard, the potential of multimedia. The content analysis and comparative research of electronic and printed versions of popular science magazines “Science and Life” and “Popular Mechanics” are presented. The question is raised about how multimedia expands the opportunities for brand promotion. On the basis of the results obtained, conclusions were formulated about the more effective use of multimedia in popular science media. The definitions of multimedia are given and the classification of the functions of multimedia elements in the publications of Internet media is proposed. It has been proven that modern popular science media does not use the entire range of multimedia elements in Internet versions, which negatively affects their popularization.

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