Welcome to the jungle : science communication in the mediatized society

This paper discusses the influence of the media on science communication, on both the institutional and personal level with regard to the changing public nature of science. Authors analyze three heavily intertwined parts of the modern system of science: regulation of science, communication of science and the processes of its production. Looking from the institutional perspective the following tendencies of science mediatization are observed: institutional and individual self-promotion (i. e. PR), increase of scientific (and/or political) impact, selfregulatory behaviour and simplistic mediation of scientific content. At the micro- level, or in the arena where science actually is produced three areas of particular media influence are highlighted: achieving and improving scientific status, increase of informal scientific communication and changes in scholarly publishing patterns. Authors conclude by emphasizing the need of embedding the media and information literacy content into all levels of science education and production