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The development of information and communication technologies and the digitalization of the media space create new opportunities for the popularization of scientific knowledge. There is an objective need to study popular science journalism as an activity that develops a multimedia network format and various media content distribution channels. The work is aimed at analyzing the features of the development of popular science journalism on the Internet in the context of cross-media. The study employed general scientific methods (analysis and synthesis), a method of studying documents with elements of content analysis, a comparative method that includes a comparison of different types of content, as well as data from social network and messenger analytics services. The authors studied media channels and ways to promote media content, its ideological, thematic, and structural characteristics, the features of its transformation on high citation index ratings scientific-oriented platforms Nplus1.ru and Naked-science.ru. As a result of the conducted research, it was discovered that the audience involved in the studied online media is carried out through a differentiated cross-media presence, the use of rewriting, and reposting processes. Particular attention was focused on the comparative analysis of the media content of official websites, accounts in the social network VKontakte, and Telegram messenger.

This article analyzes the media market of Ukraine during the period from 2018 to 2020. The study includes social and political phenomena that had an effect on media consumption in Ukraine. Firstly, at the end of 2018, the presidential election campaign contributed to the mass digitalization of the country. Then at the begging of 2020, news consumption was highly increased due to the situation with coronavirus pandemic. The article provides statistics on the Ukrainization of media content.