The Functional Model of Medium of Popular Science Content

The conceptual model of a medium of popular science content was implemented with consideration of its functional features. The algorithm of development, the architectonics peculiarities, the representation forms of designed model involve to take into account the requirements for the functioning of a modern competitive information product. The purpose of creating the conceptual model of medium of popular science content is implementation of the concept of mass media, which will ensure compliance with such system of interconnected requirements: presentation of scientific content in popular form; segmentation of the purpose-oriented audience; achievement of commercial success of the project; availability of an evolutionary perspective. During the research, the following methods of scientific knowledge were used: comparative-historical, analytical methods of classification and grouping, methods of modelling, foresight and SWOT-analysis, descriptive method. The comparative-historical method was used to analyze and systematize data on the formation and development of popular science content; classification and grouping – to specify the thematic and typological features of popular science content; the method of comparison – to identify the common and distinctive features of different models of medium of popular science content; descriptive method – for presenting and substantiating the research results. The basis of the concept of modelling the medium of popular science content is the opinion that the successful functioning and competitiveness of the content medium is the result of strategic design as a mechanism of social management. The use of foresight methodology in the development of the conceptual model of a medium of popular science content gave the opportunity to take full account of the features of its stylistic and typological characteristics, based on the potential of integration of journalistic skills, innovative marketing and information technology. The creativity has the highest potential because of ability to strengthen all the basic principles: both during the formation (modification) of the creative concept, and during the formation and development of informative and artistic content, and during the implementation of convergence processes. This testifies that a creative approach is a necessary component of success in all areas of the functioning of a medium of popular science content, because it is directed to design original, innovative forms and methods of journalistic art, which in its integrated summary is capable to generate a qualitatively new mass-media product