![]() ![]() What resources do these programs use to achieve this? Is emotionalization, which is increasingly dominant in the media, an important strategy in programs that seek to spread scientific knowledge among the general public? Do they use the pluri-locutionary nature of their discourse to promote understanding of the contents and to capture the viewers’ attention? Our research, which forms part of a broader study of new television formats and the communication of knowledge, is the first study on the discourse of the mediatization of knowledge in Spain. However, the appearance of new television formats has enabled scientific and technical contents to be brought closer to an unprepared and very diverse audience. The fierce struggle for television audiences is greatest when the content shown is not strictly entertainment, such as, for example, when specialized knowledge is brought to a wide audience. Emotionalization in new television formats of science popularization M. Margarida Bassols, Anna Cros and Anna M. ![]()
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