Pragmatic and Linguistic Efficiency of Tone and Message Format Variation in Popular Science Communication

This article is devoted to the complex identification of regulation mechanisms of the emotional tone of popular science and scientific discourses, as well as the study of their communicative effectiveness in the modern information space. The research imperative stems from the critical need for efficacious public dissemination of scientific knowledge, particularly given the accelerated pace of discovery and innovation. The authors posit that neglecting the affective dimension significantly impedes audience engagement, rendering mere informational transmission insufficient. Methodologically, the research integrates contemporary frameworks from cognitive linguistics, corpus linguistics, and automated sentiment analysis (specifically employing the VADER library), enabling an interdisciplinary investigation. A representative corpus of thematically relevant English-language scientific articles and public presentations by science communicators constitutes the primary data. The analysis focuses on identifying linguistic markers responsible for constructing textual effect, examining their pragmatic functions, variability, and resultant impact on audience perception and comprehension. Comparative analysis yields distinct discursive profiles. Popular science discourse demonstrates strategic deployment of affectively charged lexis to secure and maintain broad audience attention. A pivotal mechanism identified is a deliberate “positive shift” strategy, amplifying affirmative connotations to optimize information receptivity. Scientific discourse exhibits constrained affective expressivity, prioritizing objectivity and analytical rigor in presentation. Consequently, the research delineates characteristic affective strategies employed across these communicative modes. It identifies effective adaptation mechanisms facilitating the translation of complex scientific knowledge for public consumption. The findings underscore the paramount importance of strategically modulated affective valence in enhancing the communicative success of popular science endeavors, thereby contributing to improved public understanding of science.