New Media-Cultural Practices of Scientific Research Dissemination in the Digital Context

In today’s globalized information society, where media culture has become an integral component of all spheres of human activity, the attitude to the dissemination of scientific knowledge is shifting toward greater openness. The author’s aim is to provide a brief analysis of the factors driving changes in the status of contemporary science. The discussion of challenges related to misinformation and fake content in the public’s engagement with research results, as well as the examination of communication models for transmitting scientific knowledge to a wider audience, is carried out using content analysis of scholarly sources, followed by the author’s own modeling of potential pathways for the further development of science. The author’s analytical work resulted in identifying effective strategies for science communication with society at large and outlining emerging trends in the subsequent dissemination of scientific knowledge, with the aim of gaining a more detailed understanding of the essence of media culture.