Jak kultura popularna wkracza na okładki publikacji popularnonaukowych
Popular culture on the covers of popular science literature

Summary/Abstract: This article is an attempt to determine why, how, and to what extent elements of popularculture become part of popular science communication, which belongs to higher-level,scientific discourse. The role of popular culture in contemporary society is first discussed.The focus then shifts to the ways in which its elements are used nowadays on the coversof popular science publications: by doing so, publishers invite the readers to engagein the process of reading. The technique is used in two main variants. A popular scientificpublication may be presented as a form of ludic entertainment, which brings it closer to mass culture but lowers its informative value. Alternatively, the elements of popularculture may be subjected to the publication’s scientific aims so that science (and generallyscholarship) is portrayed as interesting, attractive, exciting, pleasant and easy to follow.The two techniques are correlated with two models of assumed readers: those interestedin popular culture or those who expect a more solid, scientific treatment of an issue.

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