This article reveals the problems that are typical for the current state of popularization of scientific knowledge and scientific achievements in the Russian mass media. In terms of possible efficiency and effectiveness the authors analysed new formats currently used to cover the topic of science in the press at both the federal and regional levels. The content and comparative analyses of the five most popular Russian scientific journals and their websites (from the quality of articles to the structure of the websites of these journals, gaming, infographics, and the use of social networks in the practice of scientific popularization) enable us to conclude that journalists still have not explicitly taken full advantage of the new multimedia features provided by the Internet. In our opinion, this practice is not conducive to the "promotion" of the results of scientific research on mass audience. The authors of the article note the poor training of students of faculties and departments of journalism in the Russian universities concerning their acquired competencies related to their possible future professional activity in scientific or popular science journalism. The results of the research supplement the conclusions through the examples from the current practice of the Russian popularization of scientific knowledge to the results of research contained in current literature.

The article reveals the key ideologemes in the sphere of interconfessional relations in the Republic of Tatarstan-one of economically developed regions of Russia. The authors analyzed different articles of newspapers with various typological background-"Respublika Tatarstan" ("The Republic of Tatarstan", the official gazette of the Republic of Tatarstan), "Vremya i Dengi" ("The Time and Money", the edition for business circles), "Vechernyaya Kazan" ("Evening Kazan", mass media edition claiming to be an independent one). Applying the methods of substantive (quantitative and qualitative levels of cognition of reality), comparative, and discourse analysis of the newspapers on religious issues published in the Republic of Tatarstan, it was concluded that the republican press sought to adequately reflect the situation in the Republic of Tatarstan for the research period. In addition, the article discovers that a number of regional social problems of religious nature were to be muted in the local newspapers selected for the research. However, if such problems were still discussed, journalists and newspapers' editors always focused on the settlement of any conflict situations in interconfessional relations. Moreover, in 2000-2017 the local press openly supported the manifestations of interconfessional tolerance, trying to deal with the activities of representatives of Islam and Orthodoxy in equal measure. The image of the "enemy" by faith in the research chronological period was not formed in the mass media, instead, journalists often spoke about the existence of an interconfessional dialogue. The results of our study supplement the findings of W. Gudykunst (1997), M. Kim (1994), M. Bennet (1998) and M. Maruyama (1970) through studying the practice of the print media functioning in one of the polyethnic Russian regions-the Republic of Tatarstan.

The article reveals the terms of modern journalism, analyses the journalist images created in the mass culture of the Russian Federation. It is not easy to find out the journalist image on pages of mass editions and in full-length feature films. In various stages of the Russian society formation, the journalist appeared in this type of works with the goal of personifying a certain ideology. Today, the comic characters are pushed into the background by a solid superhero nature, the audience often discusses the relationship between heroes than who they are in the series, the films emphasize the epic nature of the action, and the journalist is usually a way of creating a work in the "action" genre in fiction. The Russian journalist image is often negative: it is either a "hatchet" man from the tabloid press, or gossip "collector", or a careerist. Such characters much less often become the main participants in criminal events, seeking the triumph of justice and the establishment of truth in the society. The main task of the authors when creating such works with the characters-journalists is to provide material interesting to the consumer. Transformation of any product, including spiritual, into a good, dictates the special conditions for creating the journalist image. Based on the universal journalist image, identified by D. Randall (2000) [1], we typologized the characters, having revealed certain regularities. The results of our study consist in confirming the expected results: the creators of mass culture products do not set themselves the task of objectively demonstrating the journalist profession; journalism appears in a grotesque image in their works