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Given a world frame of reference, instead of a parochial point of view, it is possible that we might find new ways of formulating and presenting knowledge, and of using the modern system of communication effectively among peoples of all cultures.

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The purpose of the article is to reveal the communicative component of library's activities within the framework of its participation in science and society communication (CSS) in Russian realities. The experience of popularizing science available in the practice of libraries does not allow us to declare its involvementin the processes of CSS. It needs critical refl tion and adaptation to the modern information and communication environment; an assessment of the effectiveness of the library as a participant is required.The article presents theoretical aspectsof library'sfunctions as CSS participants.Institutional characteristics are considered andanalyzed from the point of view of communicativefunction and communication processesoccurring in various social fields; and communicativepractices implemented by the library –with the provisions of the types of social communication(verbal, documentary, electronic).The library has obvious opportunities for implementationas a member of CSS, first of all, beingan element of documentary communications, itcan create an information environment, providingreaders with the high-quality reliablecontent; participate in forming the cognitiveactivity of readers and encourage and supporttheir self-education activities, including throughoral and hybrid forms of interaction, andinclusion in the electronic environment significantlyexpands the communication capabilities of libraries. The prospects for the participation of libraries in CSS as an intermediary are justified by the fact that they have their own contingent, platforms and specific technologies of communication impact. Hypothetically, libraries can use all existing forms and formats of CSS events,combining, expanding and supplementing them with their own (traditional and innovative), where a specialist – scientist, writer, scientifi journalist, scientifi communicator – will actas a popularizer. Thus, optimal conditions canbe establishing to satisfy people`s cognitive interest that forms the modern scientifi state and stimulate them to receive new scientific knowledge throughout their lives.

Style of story found to be less important than whether content is perceived as relevant in determining whether or not reader would stop to think about it.

AbstractThe relationship between scientists and journalists has evolved in recent years with the advent of numerous sociocultural changes and drastic shifts within the media ecosystem. Media professionals have traditionally been the gatekeepers of scientific information, but new media technologies grant scientists more power than ever before to be proactive about their public communication. In this article, I provide an overview of the science–media relationship and scientists as public communicators. Specifically, I recount the relationship that has traditionally existed between scientists and media professionals, explain how this relationship has evolved over recent years, and highlight what I believe are some of the most salient and exciting areas for future research examining scientists' efforts to engage with the public.

In this article, the authors, in the context of the devastating effects that the proliferation of "fake news" is causing in all areas of society, deal with the ethical challenges and limits that falsification in the representation of knowledge. That is, what we might call "fake pictures" currently poses to the scientific community and the journalistic profession. In the conclusions, they emphasize the urgent need to demystify scientific activity and promote contemporary scientific culture from the perspective of knowledge representation.