Peculiarities of "Baikal world" magazine as regional popular scientific periodical: content-analysis materials

The article discusses the peculiarities of “Baikal World” magazine as a regional popular scientific periodical. Although a number of authors have analyzed some peculiarities of popular scientific media development in Russia, the development of popular scientific genre in regional press, in general, and in printed press of the Republic of Buryatia, in particular, has not been considered before. Employing content-analysis, the authors look at the ratio of materials related to principal themes (politics and law, ecology and economy, norms and aesthetics, education, ecological safety and the protection of environmental rights) and at how headlines match the topics. They are also interested in how ecological problems related to Baikal Lake are reported about (key aspects, their role, the way the processes, facts and phenomena described in the publication are assessed, publication objectives, its genre characteristics, the opinion shared by the author of the publication).