Evolution of science communication: Media transformation, digital convergence and the emergence of new players
DOI:
https://doi.org/10.3145/infonomy.26.017Keywords:
Science communication, Digital convergence, Media transformation, Sci-influencers, Public communication of science, Social networks, Attention economy, Algorithms, Altmetrics, UCC+i, Scientific culture, Disinformation, Participation, Digital media, SpainAbstract
This study examines the evolution of science communication within the context of digital transformation and media convergence. Its main objective is to analyze the shift from a traditional, institutional, and unidirectional model to a hybrid ecosystem characterized by active audience participation, format diversification, and the emergence of new actors, particularly sci-influencers. The methodology combines a theoretical review with the analysis of representative case studies from the Spanish context, including public media, digital creators, and institutional structures such as Science Culture and Innovation Units (UCC+i). The results reveal a reconfiguration of communicative practices driven by digitalization and the logic of the attention economy, which prioritizes short, visual, and interactive formats. At the same time, key challenges are identified, including content oversimplification, algorithmic dependency, misinformation, and structural inequalities such as gender gaps. The study concludes that science communication is a complex social practice with essential educational, social, and political functions for fostering critical citizenship. Its future development will depend on the implementation of collaborative strategies that balance accessibility, visibility, and scientific rigor in an evolving media environment.
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Copyright (c) 2026 Mónica Valderrama-Santomé, Beli Martínez, Talía Rodríguez-Martelo
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