This research aims to analyze the efficiency of impact of journalistic and PR texts on environmentally related R&D of universities on youth audiences. The paper examines the essence and structure of organizing science communication and emphasizes the significance of journalistic and PR texts in promoting the results of environmental research carried out by universities. The efficiency of the media texts impact is considered from the point of view of fulfillment of general (informational, communicative) and specific functions. The research used a cognitive approach based on a set of methods, namely, comparative analysis, content analysis, survey, as well as visual neuromarketing — eye-tracking. The empirical base consisted of 62 journalistic and PR-texts on environmental research carried out by universities of two industrial regions. The analysis of the metrics (time to first fixation, first fixation duration, total time spent) and heatmaps obtained during our eye-tracking studies revealed that environmental journalistic texts are generally more attractive to youth audiences than university PR-materials. At the same time, rewritten PR-texts and duplicate journalistic publications with minimal text originality have the lowest scores. The survey found that most respondents highly trust media texts (97 %) on environmentally related R&D carried out at universities. The study into the areas of interest in media text elements within the survey showed that the respondents find the heading most noticeable (74 %). The most efficient impact was exerted by the media texts that fulfill informational, communicative, cultural and educational functions and reflect the essence and specifics of a scientific invention and clearly present the results or process of using a technology or invention.
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Lobodenko et al. (2025) studied this question.
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