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market realities and transformation of popular scientific magazines (1992-2008)

In the early nineties together with disintegration of Soviet Union practically the command control system sredstyovami the mass information, defining, including, and typology of the printing at once has been destroyed
And electronic (radio, TV) mass-media of the Soviet period.

The Russian press has ceased to be the tool of party propaganda and propagation, and its "vertical" structure was transformed to a "horizontal" kind. In noyovyh market conditions the information including journalistic, became tovayorom. Inflow on the Russian information market of the foreign capital has only toughened struggle for a survival, as again arising, and sohrayonivshihsja since Soviet times of editions. It is not surprising, that Russian zhurnayolistika has very quickly got to a difficult situation, having appeared in a straight line zaviyosimosti from expenses on distribution, expenses for polygraphic services, monopoly prices of a paper. All it has made the press remunerative and even absolutely unprofitable. Circulations of newspapers and magazines have sharply fallen, the prices have grown. The quantity of the editions functioning in the market has considerably decreased. Absolutely not for long there were in hands of journalistic collectives many neozhiyodanno the newspapers which have received independence and magazines. Very quickly editions peyoreshli in the property of various commercial and private structures, that esteyostvenno has led to increase of influence on mass-media of their owners. On a level with nauyokoj the sad fate has comprehended and editions popularising it.

With the termination of "cold war», however, on a world scene there is a global system the Internet, having created uniform world virtual prostranyostvo. Rapid development of information-communication technological revolution has radically changed a situation in all sredstyovah the mass information (not only Russian), now they were divided on traditional and nonconventional. And traditional mass-media have not lost the place and a role in promptly varying world, having changed only structurally and functionally (Zasursky, 2005: 28-29). Thus, pereyostraivajas, in «fatal the ninetieth» the Russian means mass inforyomatsii become the media industry - absolutely new branch connected with introduction of new industrial technologies.

The central newspapers and the magazines which have lost former direktivnost, toyozhe start to be transformed. However, in connection with strongly grown tseyo
By us on delivery, access to the periodical press published in Moscow in regions okayozyvaetsja it is complicated. This situation was not slow to affect and a subscription to nayouchno-popular magazines. The released niche have hastened to occupy regioyonalnye and local editions. They are let out by universities and societies, regioyonalnye the governments and is simple enthusiasts of the business. Their circulations as prayovilo, are insignificant: to 1000 and hardly for one thousand copies. And in connection with dorogovizyonoj deliveries, they remain unique remote editions meyostnogo level. The geography of magazines let out in regions is exclusively various. In Kazan, for example, there is a magazine new scientific kontsepyotsy, ideas, hypotheses "Novitas" (1995-1998), in Voronezh - «the Person and a science» (2001), in Volgograd - «Health and ecology» (2003), and in settlement magazine New to Vlayodimirsky area «Vladimir farmer» (1996), in VladivoYOstoke - «Ocean messages» (2000), in Perm - «Enter» (2003), in Tver - "Modeyolist-shipbuilder" (1998), in St.-Petersburg - «the World of the person» (1994), «the School of the humanities» (1995), «the medicine World» (2001), «Nuclear strategy XXI» (2002), «the Person and culture» (2003) etc.

Popular scientific magazine «Sarovsky Fizteha's Bulletin» (2001) is issued in Sarov. To creativity rusyoskih philosophers V.V. Rozanova and P.A.Florenskogo it is devoted literaturnoyofilosofsky magazine "Энтелехия" (2000) published in Kostroma. On nabljuyodenijam researcher T.V. Dedkovoj, however, Kostroma, Ivanovo, peyoterburgsky and the Krasnodar magazines are not similar on traditional universiyotetskie "Bulletins", "Works" and "Notes" on the humanities, fakticheyoski becoming publicistic (Dedkov, 2007: 101).

If to speak about a palette of popular scientific Russian mass media it is rather various. Popularly - "ecological" journalism, popularly - "computer", popularly - "nuclear" press and other editions informing the readers about technical novelties in sphere of laser technologies, cellular communication successfully develops, military and home appliances etc. This segment of popular scientific editions it would be possible to carry to reklamyonym mass-media, however is normal on their pages advertising of products is accompanied
Informative performances of scientists. The whole sections are devoted popuyoljarizatsii sciences in business and information-analytical magazines. And it is not casual. After all fundamental knowledge not simply makes a basis obyorazovanija, constructed on unity natural-science and humanitarian soyostavljajushchih. Also they are important not only for expansion of an outlook of experts of a various profile on which decision-making frequently depends tehnoyologichesky level of a modern society.

At the beginning of reorganisation, academician N.N.ponomaryov and the doctor of fiziyoko-mathematical sciences A.JU.Gagarinsky wrote about responsibility uchyoyonyh and journalists for the qualitative information: «Means mass inyoformatsii should not withdraw a society from realisation of a severe reality...» (Ponomaryov-steppe, Gagarinsky, 1988: 173). The press of "nuclear" subjects can be carried to trend of last times. It is connected, first of all, with Chernobyl tragedy and the followed period of formation glasnoyosti in the country. For example, in section of "ecological" editions (Sizov, 2007: 137) the magazine of Corporate media centre "Атомиум" TSNII Atominform (the Central scientific research institute of management, economy and the information) Ministry of Atomic Energy of Russia «the Bulletin on an atomic energy» has got. FakticheYOski this branch illustrated monothematic edition, publikoyovavshee practically all about an atomic energy - from special to the popular articles concerning, both history of the nuclear project, and a modern life of nuclear branch. Created in 1989 soon after Chernobyl katastroyofy within the precincts of Minsredmasha the USSR, actually from the bulletin he has grown in polyonotsennyj the trade magazine. The edition is stopped in 2008 Except analitiyocheskih articles in the field of a nuclear science and technics, nuclear (civil and military) power the magazine published a significant amount of materials on histories of branch, history of creation of the nuclear and thermonuclear weapon, nuclear navy fleet, problem materials on recycling of a nuclear waste. On its pages - sketches, certificates of eyewitnesses, interyovju with known experts, reportings and reports from exhibitions, konferenyo
tsy, symposiums, Russian and international with which acted both experts of branch, and journalists of known editions.

For those who is interested in history of creation and development nuclear oruyozhija, and also new directions in the modern physics enthusiasts from VNII the experimental physics of a city of Sarov in 1994 have begun vypusyokat magazine "Atom". In circulation to readers "Atom" edition wrote: « We want, that the nuclear mushroom on a cover of first our number nauchnoyopopuljarnogo magazine symbolised as well that fact, that nuclear explosion is the unique tool for carrying out fundamental isyosledovany in the modern physics. Figures of heroes of Cervantes should symbolise self-sacrifice and romanticism of founders of the domestic nuclear weapon »(Atom, 1994: 1). As a result adherents publish more than twenty years the popular scientific magazine, which circulation not prevyyoshaet 1000 copies, but the geography of its distribution is wide: Ufa, Kharkov, Irkutsk, Novosibirsk, Tomsk, Ekaterinburg, Chelyabinsk, SneYOzhinsk, Nizhni Novgorod, St.-Petersburg, Moscow - to 150 organisations. The basic thematic directivity of magazine - history nuclear proekyota, scientific achievements and, certainly, the people, which all have created it.

First number widely the presented magazine vysheozyonachennogo media centre TSNII Atominform under the name "ATOMiUM" was published in due time in 2001 If to distract from Latin the writing with the small letter "and" in the middle, on a problem of publishers could mean only that, as has been written - "atom" and "mind". Its first editor V.A.Verbenko in first number wrote: «If to consider, that in 50-70 years traditional energy sources will be developed..., the output is inevitable: without a nuclear direction in power Russia and the world community cannot exist. Here with this reality follows"korrespondirovatsja". A hitch here that all of us (for various reasons, beginning from privacy throughout decades) anything or nearly so is known nothing about nuclear problems and ways of their decision. Magazine" Атомиум "just also urged to tell, as far as possible about
All sides of "a nuclear life” at our place and abroad »(Verbenko, 2001: 1). The magazine constantly searched for the person. However all 9 numbers are let out, izdayonie was closed in 2004 Circulation did not exceed 1000 copies, and rasprostrayonjalsja at the branch enterprises. Interesting undertaking of Ministry of Atomic Energy of Russia and was not realised. More recently stopped the existence Nuclear strategy XXI» has been learnt-popular magazine «based in 2002 in St.-Petersburg. As developers of the edition wrote is« magazine in which will find understanding everyone who wishes to express in protection of the Russian science and the industry who keeps development of nuclear branch ». Most akyotualnye and thorny questions representatives"zelyoyonyh"and production workers, officials, politicians and businessmen, students discussed on its pages. Were interested in magazine and foreign experts as its pages abounded with qualitative materials about everything that represented rossijyoskuju a science. That it was and is interesting - raznoplanovostju the approach from which readers all, first of all, won.

Specification now can be met «popular scientific magazine» in the most different typological sections modern tipologov, for example, cultural urological editions, ecological, youth, in a nursery and junoyosheskoj to a press and even in the advertising. Leaning against definition nauchnoyopopuljarnogo the magazine, given in the State standard 7 (vveyodyon Interstate Council about standardization, metrology and sertiyofikatsii since July, 1st, 2004 instead of GOST 7) point 2.5.2.4: «nauchnoyopopuljarnyj magazine: the Magazine containing articles and materials about bases of sciences, about theoretical and (or) experimental researches in the field of a science, culture and the practical activities, serving to spread of knowledge and self-education» (GOST 7, URL), all editions, not otveyochajushchie to the given formulation, it is necessary to recognise accordingly "nenauchnoyopopuljarnymi", or "pseudo-popular scientific".

Counting, probably, on the commercial success, many modern izyodanija position themselves, as «popular scientific magazines», those on
The business not being. Especially process has amplified in 1990th, when pojaviyolis tens editions, as a rule, commercial, practical appointment and ljubitelstva. And, a significant amount among them is learnt not so-popular, but those of considering, among them regional magazines of regional studies, magazines of practical appointment, and also psevyodonauchno-popular, using (and not without knowledge of business) a brand enjoying confidence at readers "science" with simple commercial objectives. SotsiYOalnaja harmlessness observed deviantnogo a phenomenon of the information market, as pseudo-popular scientific editions - a subject separate rasyosmotrenija which is beyond our research. We only zafikyosirovali these editions, no less than other nenauchno-popular magazines, koyotorye do not consider specially as they appear behind frameworks of the scheme of the fundamental sciences accepted by us for the basis for formirovayonija of an empirical file of researches.

Occurrence of a powerful stream of the pseudoscientific information in 1990th in Russia is connected with the unhealthy economy, appeared in difficult conditions of "reorganisation" of the Russian society. Not once on an extent proyoshedshego centuries worship "miracles" has been noted. Freely psevdoyonauka feels and there where the hypothesis is accepted for the true theory which is easily proved for the present by nobody the spent experiment. In work of "the Concept of modern natural sciences» S.H.Karpenkov opreyodeljaet a pseudo science as «the sphere of activity which at a superficial sight has similarity to a science, but essentially differs from it vnutyorennim the maintenance and a sphere of application», noticing, that basically she does not create base for development of technologies and is not means estestvennoyonauchnogo knowledge, it only «masks under it, but thus solves soyovershenno other, psychological problem» (Karpenkov, 2003: 37-38).

Prompt changes in the qualitative popular scientific periodical press have begun practically with "reorganisation" approach. At first circulations popuyoljarnyh type editions «the Science and a life», «the Young naturalist», etc. it is sharp podyo
skochili to several millions, and then have practically instantly decreased to tens thousand copies. Many magazines began to use sdvoenyonyj a format. And during same time the world science showed successes of many branches of knowledge: nanotehniki, electronics, biotechnology. EvoljuYOtsioniruja, then magazines have started to share on two branches: rather nedoroyogie (for example, «Knowledge - force») and having price weight (for example, «Chemistry and a life - the XXI-st century» with affiliated agency "ИнформНаука"). For zakreyopivshihsja in the market of classical popular scientific magazines the originality of registration and predmetyono-thematic structure, accurate positioning ("Nature", «Chemistry and a life - the XXI-st century», «the Science and a life», «Knowledge - force», «Technics - youth», "Quantum", «the Science in Russia», etc.) are characteristic the style in prepodnesenii information, . However, despite dynamical development of this sector and its typological variety, single circulations nauchnoyopopuljarnyh magazines as it is already told, often do not exceed 1000-5000 ekzemyopljarov, and appreciable quantitative growth again formed nauchnoyopopuljarnyh editions is not accompanied by expansion of a reader's audience. For example, one of the popular magazines of the Soviet period «the Science and a life» from million circulations "has rolled down" to 40 thousand copies, that illjustyoriruet tab. 1 (Vaganov, 2007: 86).

Table 1. Circulations of popular scientific magazines in the USSR and the Russian Federation (copy).

Magazine 1980th years 2000
Science and life 3 400 000 40 000
Knowledge - force 700 000 5 000
Chemistry and life 300 000 5 000
Quantum 315 000 5 000
The nature 84 000 1 800
The Earth and the Universe 55 000 1 015

As the Russian market of the popular scientific periodical press obviously has not been filled, at the very beginning of XXI century on it translation magazines in modern "glossy" design, for example have literally rushed: «ГЕО/GEO» (2000), updated «Round light» (2001, it is based in 1861), «Popular mechanics/Popular Mechanics» (2002), «That new in a science and
To the technician/Popular science »(2002),« In the world of science/Scientific American »(2003, earlier 1983-1993),« Lomonosov together with New Scientist »(2003), etc. it is remarkable, that at the most reading people in the world has appeared a choice. Thus experts notice, that« transfer level, and frequently and initial publications leaves to wish not the best, and it is a lot of best. But there is a set of beautiful pictures and the long list of the interesting facts. As to the description of the nature of things then the superiority palm tree belongs to domestic school of scientific journalism »(Kotina, URL).

Today knowledge is the information having practical value. Considering the tendency existing all over the world to role increase inyoformatsii, it is necessary to notice once again, that efficiency of its use, not speaking already about development by a society of the information of more and more high quality, invariably leads to an output, that without carrying out by the state (it praviyotelstvom) the purposeful information policy here it not to manage. Development of information technologies inevitably promotes pereyohodu to the economy based on ideas and knowledge. Thanking their introduction, for example, in the USA «a gain of an internal total product the sales volume of information technologies - about 600 billion dollars a year therefore the information branch has outstripped in this country aviatsionyonuju and motor industry» (Karpenkov, 2003: 16) has made 30 %, and. In Russia vozyorozhdaetsja the industry which is inconceivable without science development so, the is learnt-technical information. Are created state ship-building, aviabuilding, machine-building, machine-tool constructing and others korpoyoratsii, Renaissance was entered by atomic engineering on the basis of created State corporation "Росатом". Signal to start is given to the project nanotehnology, compared by experts with nuclear and space projects of the middle of the past stoyoletija. The youth starts to pay attention To a science - nowadays it is new kayotegorija the citizens, frequently already passed a severe business school. Therefore sooner or later there will be also a pressing need of popularisation of scientific knowledge in the most accessible journal periodical press.

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A source: Parafonova Vera Aleksandrovna. POPULAR SCIENTIFIC MAGAZINES In STRUCTURE of MODERN mass-media: TYPOLOGICAL And PROFILE FEATURES. The dissertation on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2016. 2016

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