Contribution short abstract:

The paper analyses the advantages and limitations of using public media communication by scholars in Ukraine, decribing why and how classical anthropology starts to find new completely different forms of being delivered to a wider audience, and what challenges scholars face under new circumstances.

Contribution long abstract:

The paper provides an analysis and proposes a discussion about a contemporary science popularization in Ukraine.

Over the past decade there has been a growing interest in getting profound knowledge in Ukrainian history, cultural anthropology and sociology among the broad parts of Ukrainian society. This interest has to be connected with the impact of the Revolution of Dignity, the beginning of the Russo-Ukrainian war in 2014 and the full-scale invasion in 2022. These events shifted the decolonization processes, inspiring the society to reshape and rethink their given knowledge from the past, as well as to overcome the trauma of silencing different topics since the Soviet time.

To meet this public demand with broader interest in culture and history, different educational and popular science projects started to apper, including Lokalna istoriya, Likbez, Yizhakultura, Istoriya bez mifiv, Porobleno and many others. All of them were created by people with academic backgrounds.

Ukrainian scholars have to step into a new field of publicity and search for modern ways of knowledge sharing and production, facing specific challenges under new circumstances, including issues with online content making, lack of funding, battling with disinformation and Russian propaganda etc.

The paper analyses advantages and limitations of such public media communication, covers the issue of knowledge production from the ground by those who owns the knowledge. It also decribes how classical anthropology (in the form of a written text) starts to find new different forms of being delivered to a wider audience.