Science Coverage

What Does the Audience Want and Really Need? Exploring Media Consumption in Ukraine

Datos Bibliográficos

ID21605830
AutoresOlha Harmatiy (0000-0002-7611-1503, Lviv Polytechnic National University, autor de correspondencia)
Año2021
Volumen16
Número1
Páginas97-112
Fecha de publicación2021-03-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Creative Communications (JOURNAL)
Identificadores de la revistaISSN: 0973-2586 • E-ISSN: 0973-2594
EditorialSAGE Publications (PUBLISHER • US)
DOI10.1177/0973258620981799
OpenAlexW3124134772
IdiomaEN
Citas recibidas8
Referencias citadas30

In today’s world, effective science communication enhances the ability of a society to develop, seek breakthroughs and innovate; it consolidates the nation and unites people and science. Such kind of communication through the media has the potential to influence the public understanding of scientific and technological development, explore the ways to overcome challenges, increase the life quality and achieve improvement and prosperity. Mass media is an important source of science content and the main translator of social stereotypes concerning the image of science and scientists. Based on data from a survey of a wide age range of media consumers, the study reveals a social request for saturation of the Ukraine’s media with science content. Yet the research findings suggest that the current status of science does not fully meet the needs of Ukrainian audience and does not promote the critical thinking among media consumers. Besides, it was found out that people would prefer expanding the range of thematic coverage of science and reporting topics that are socially relevant and beneficial to the public. Finally, the study indicates that Ukraine needs qualified science journalism, including maintaining professional norms, preventing the pseudoscience spread and supporting public demands, for quality science coverage

Advertising · Business · Citizen science · Journalism · Mass media · Media studies · Political science · Prosperity · Pseudoscience · Public awareness of science · Public relations · Qualitative research · Science communication · Science education · Social media · Social science · Sociology · Thematic analysis · Animal and Plant Science Education · Climate Change Communication and Perception · Misinformation and Its Impacts

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