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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton 2020

19. Communicative strategies of popularization of science (including science exhibitions, museums, magazines)

Wolf-Andreas Liebert


The mediation of science is determined by many factors such as the actors, the addressee-related goals, the forms of knowledge and scientific traditions and paradigms, so that a uniform strategy of popularization cannot be described, as popularization is always relative to bundles of factors, which are referred to here as prototypes. Popularization strategies are always functionally linked to certain communicative goals that focus on addressees and their (knowledge) needs. For one of the respective prototypes, however, strategies of popularization can be described, which is carried out here using the example of mediation of science by a science journalist. The changing communication landscape must also be taken into account: The mediatization associated with globalization is leading to a radical change in the popularization of science. Through the introduction of new media, recipients can become authors or co-authors and make their own claims to knowledge production. The late modern fragmentation of the public sphere is also creating increasing competition for attention, so that entertaining formats and news play an important role in the struggle for attention.

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