Typological transformation of a corporate newspaper about science (the practice of Nauka v Sibiri)

The article continues the research of corporate media in the structures of the Russian Academy of Sciences. The article aims to analyze the typological model of Nauka v Sibiri [Science in Siberia], a newspaper of the Siberian Branch of the Russian Academy of Sciences at the present stage; to describe the communicative practice embodied in this model as one of the most successful in adapting an official departmental edition to radical changes in the media sphere. The empirical basis of the study was the annual set of printed issues of the newspaper and the materials of its online version for 2024, when Nauka v Sibiri rose to the second place in the ranking of the most cited popular scientific media in Russia according to Medialogy. The method of typological analysis of the media, described in the works of Alexander Akopov, Mikhail Shkondin and Lyudmila Resnyanskaya, as well as Harold Lass-well's approach to analyzing the structure of media communication processes, was used for the analysis. During the analysis, the authors come to the conclusion that the experience of Nauka v Sibiri in modern conditions demonstrates a productive transition to a hybrid media model in terms of both the format (print/network media) and the concept (official edition/popular science media). The editorial board's plan to separate the printed and online versions of Nauka v Sibiri by tasks (internal corporate information on paper, interesting popular science content online) has not been fully implemented. However, the balance of the official agenda, science news and popular science content allows Nauka v Sibiri not only to implement all the tasks set by the founder, but also to take its own place in the system of demanded Russian media at the federal level. Maintaining the format of the print edition satisfies the request of a conservatively minded audience, and the electronic edition is intended for a younger and more mobile part of it. All this serves to maintain the authority of the Siberian Branch of the Russian Academy of Sciences as a leader in world-class scientific research and an integrator of a huge community of scientists in the Siberian macroregion. The authors declare no conflicts of interests.

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