Wissenschaftspopularisierung im Internet. Linguistische Analyse von Vermittlungsstrategien in der Wissensverbreitung in Social-Media-Beiträgen von ausgewählten Universitäten in Deutschland und in Polen
Science Popularization on the Internet. Linguistic Analysis of Mediation Strategies in the Dissemination of Knowledge in Social Media Posts from Selected Universities in Germany and Poland

Summary/Abstract: This article attempts to show that social media have become a powerful tool for making scientific content accessible to a wide audience. Using selected posts on social networks (on the most popular platforms Facebook and Instagram) from universities in Germany and in Poland, it is shown how the knowledge or achievements of employees of scientific institutions can be popularized through social media posts (through language and extra-linguistic means). The author focuses on topics such as book and article presentations, lectures on science promotion or science festivals. This article refers to different mediation methods or illustration strategies of science popularization in the online environment. In this context, the author points out the importance of individual online platforms’ affordances. It is important to ensure that the appropriate means are used for the dissemination of knowledge and can be adapted to the expectations and needs of the (mostly young) addressees. Particular attention is paid to so-called social emblems. These include symbols and/or forms of expression that have a specific meaning in a particular social group or community. In addition, certain recurring strategies for integrating social emblems into scientific content are shown and the influence of social emblems on the virality and dissemination of scientific content in social media is discussed.

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