Features of the use of transmedia storytelling in the process of creating a popular science media project

The era of development of the digital space allows the user to independently choose the content. Superficial perception of information in the mode of scrolling through the news feed, rapid switching of attention, an increase in the number of content distribution channels, as well as competition between traditional and new media, including the blogosphere and messengers - all this creates conditions when one of the most pressing issues is the problem of audience involvement in content In this situation, transmedia storytelling is one of the most effective ways to interact with the audience. There are new ways to interact with the audience, types of media texts, forms of information presentation; tools for creating content are constantly being developed and updated. The use of transmedia storytelling technology in journalism has become a necessary response of media content producers to the fragmentation of the market and audience, designed to attract the attention of consumers to numerous media platforms. From a production point of view, transmedia storytelling involves planning the story so that its parts are released on different platforms, without repeating themselves anywhere. Therefore, from the very beginning of the development of the story itself, the capabilities of various media channels are taken into account to ensure that the audience is fully immersed in the multimedia story. According to the editorial analytics system «Mediator», every fourth user uses contextual links to go to the next publication on this topic. The purpose of this study is to identify the specifics of using the technology of transmedia storytelling in popular science journalism on the example of the American TV channel «National Geographic» and the Russian popular science portal «Post Nauka». The article describes the transmedia projects of these information scientific and popular media resources and, by their example, presents the results of the analysis of the use of the technology of transmedia storytelling. The active use of transmedia storytelling technologies in popular science journalism is associated both with the transformation of approaches to the presentation of content in the Internet environment, and with the peculiarities of people’s behavior - the audience is able to interact with the media in multitasking mode, at one time to use several communication technologies.