KNOWLEDGEON THE MARKET: THE DILEMMA OF SCIENCE POPULARIZATION
Abstract
Modern science is complicated and redundant for ordinary people. In the rapidly evolving landscape of modern science, the intricacies of research and discovery often find themselves distilled into digestible forms for the general public. This simplification, however, may not be sufficient in a world where science competes for attention in a marketplace flooded with information. The article delves into the shifting dynamics of science popularization, transcending traditional educational roles and venturing into the realm of marketing. In this era, science is not merely a body of knowledge; it is a brand, and its promotion necessitates a blend of credibility and emotional appeal. The narrative explores how the popularization of science is undergoing a transformative shift, moving beyond the educational sphere and embracing marketing strategies. The article contends that, in order to gain public trust, science is increasingly presented as a marketable "product" with the tagline “Confirmed by science”. This phenomenon reflects a departure from conventional educational approaches, as science seeks to inspire confidence in consumers akin to commercial products.Moreover, the article examines the role of pop culture in reinforcing trust in rational knowledge through emotional connections. It explores how honorable names, ethical considerations, and the self-evident nature of scientific findings contribute to the creation of a new mythology around science. In this context, science becomes more than a set of facts; it transforms into a narrative that resonates with individuals on a deeper, emotional level.The discussion within the article is framed around the ambivalence inherent in these modern methods of science popularization. While the blending of science and marketing may enhance accessibility and engagement, it also raises questions about the potential distortion of scientific information and the ethical implications of turning knowledge into a marketable commodity. The article aims to stimulate reflection on the evolving relationship between science, marketing, and popular culture in shaping public perceptions of scientific endeavors. It turns scientific knowledge into new mythology. This article is devoted to ambivalent modern methods of science popularizing.
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