Filonenko D. Popular science periodicals in Ukraine: tradition and innovation

The paper deals with the functions of the popularization of science in society, namely: educational, cognitive and entertaining; defines "big" and "small" terms of audience due to popularization of science. The thesis presents a comprehensive analysis of Ukrainian popular science media in a period from 1991 till 2015: there are 70 printed editions, 27 websites and 19 communities in social networks. The research concentrates on and represents traditional and innovative periodicals, which can be founded via the Internet; also the popular science communities in social networks, the scientist' blogs were analyzed. On the basis of articles and monographs by Ukrainian and foreign scientists it is proved that printed periodicals and electronic publications are fundamentally different types of mass communication. The problem of forming the audience of popular science media is researched. All printed media were classified by audience and thematic direction. Current research defines the percentage of publications for different auditory groups. Using the methods of questioning, problem-thematic analysis and content analysis the typical consumer's portrait was modeled. This has allowed characterizing the real audience, as well as hypothetically determining the potential one with the aim to create media that meet its needs and interests. The problematic and thematic aspects of popular science media (printed and websites) are analyzed; the basic laws of presenting information in different types of popular science media are singled out. The contribution of geographical magazines to the development of popular science media is established. It is proved that the geographical periodicals fully perform the functions of popular science media, revealing almost the entire range of audience interest.