Popular science blog in modern media space

With the rapid development of technology and digitalization, scientific communication is becoming an important element of modern society. Today, access to information is virtually unlimited, but its quality and reliability are often questionable. Popular science content plays a key role in the formation of scientific literacy, critical thinking and interest in exploring the world around us. The object of the study is popular science content in the format of author blogs presented on digital platforms. The authors analyzed scientific blogs on different platforms and identified their key characteristics. Special attention is paid to the role of science blogs and channels in increasing interest in science among the younger generation. The practical significance of this work lies in the possibility of applying the results obtained to create new popular science projects, improve existing blogs and develop effective strategies for popularizing science through digital platforms.