Meal 'n' Knowledge. Review of the book «Science In The Media: Popular Images and Public Perceptions»

The article discusses the book "Science In The Media: Popular Images and Public Perceptions" by Paul Brewer and Barbara Lay of the University of Delaware. The book touches upon the issue of media representation of science and scientists and provides an analytical overview of the different media (from children's TV shows to social media posts) that shape the perception of science among a wide audience. The book is based on American material, but the trends noted by the authors, as well as the conclusions drawn, are important not only for the USA, which gives their work additional value. The authors collected, classified and sociologically processed a huge array of materials, and were able to outline the most effective ways to promote scientific knowledge in society, while helping to understand the inevitable limitations of various media channels of communication between the scientific community and the public. In addition, the authors, tracking the logic and priorities of various media (serials, TV shows, news programs, and so on), along the way explain the paradox of passion for pseudoscience against the backdrop of an abundance of scientific information. Instead of complaining about the superficiality of journalists and TV shows, the authors suggest that scientists, firstly, carefully choose programs for cooperation, secondly, take into account the specifics of a particular media format when working with it, and, thirdly, use the digital environment more actively to advance scientific points of view.