М. А. Плешакова The purpose of the article is to comprehend the role of libraries in the system of communication between science and society for to reveal and analyze the actual tasks of libraries as the channel of connection between the scientific community and a wide audience. Two interrelated aspects of library participation in the communication between science and society are considered. The first aspect – information and communication – is connected with document communications, in which the boundaries between information transmission channels are blurred. In the context of declining demand for traditional libraries, the media library model is being updated, characterized by remote access to resources and a personalized approach to user service. The second aspect – socio-cultural – shifts the focus from the simple provision of information by the library to the creation of the environment for interaction, learning and cultural development. The article characterizes the libraries’ tasks, carried out in the process of popularizing scientific knowledge in the library environment. The effectiveness of joint implementation of three key goals of communication activities: information, entertainment, and persuasion, contributing to the transmission of scientific knowledge to the audience and stimulating its cognitive activity is emphasized. The connection of five elements of G. Lasswell's model with key communication goals, applied to library practice: communicator – librarian-popularizer, scientist, scientific communicator; message – scientific information in an accessible form (events, collections, digital resources); channel – the library as an integrated platform; audience – readers with different levels of training; effectiveness – increased engagement, requests, and scientific literacy is exposed.
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