Wiek a wizerunek naukowców w mediach – stereotypy zdominowane przez kult młodości
The Age and an Image of Scientists in Media – Stereotypes Dominated by the Cult of Youth

Summary/Abstract: RESEARCH OBJECTIVE: The objective of the study is to demonstrate the role of media in shaping the image of a scientist with a special focus on the analysis of differences in the perception of young and older scientists. THE RESEARCH PROBLEM AND METHODS: The main research problem is to determine the pattern of creating the image of scientists by media, curing stereotypes and be subjected to the cult of youth. Used research tools are: a review of the literature, and comparative analysis of results and statistical data. THE PROCESS OF ARGUMENTATION: The line of reasoning consists three parts. First conclusions on the scheme of shaping the image of the scientist in media were based on literature studies and analysis of DAST researches. The second part is a comparison of the scientists’ image created by media and statistics concerning scientists. Data derived from bases: EUROSTAT and OECD and are relate to characteristics of scientists. The third part raises the issue of the cult of youth as strong determinants of promoting the image of young scientists in media. RESEARCH RESULTS: The key role in creating an external image of scientists is played by media, both among children and adults. The image of scientists is very schematic and reinforces stereotypical perception of science and scientists, as young men, dressed in a white lab coat, doing laboratory experiments. This image, however, is far from reality. One example is the overrepresentation of young scientists, which is consistent with pop culture and based on the cult of youth, but does not reflect the real proportion of age of people in science. CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS: Understanding the scheme of building the image of scientists in media and the impact of created images on public perception of people of science is extremely important for optimizing the strategy of competitive advantages in the world of science.

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