Abstract
This article explores how podcasts, as a modern media communication genre, contribute to the formation, adaptation, and popularization of neurotechnology terminology on popular platforms such as "YouTube", "www.litres.ru" and "Podcasts.lab" among a broad audience. In the era of globalization and the rapid development of technology, the emergence of new scientific terms demands effective integration into everyday language. Podcasts offer a valuable means for non-experts to grasp complex terms in an accessible and engaging manner. The aim of this study is to analyze the lexical and semantic characteristics of neurotechnology terminology in podcasts, identify strategies for adapting specialized vocabulary, and compare the effectiveness of different podcast formats in popularizing scientific knowledge. The scientific novelty of the study lies in considering podcasts as a genre of media discourse that contributes to the formation and dissemination of neurotechnology terminology — a topic that has not been previously explored from a linguistic perspective. To achieve the research aim, quantitative and qualitative methods were used, including lexico-semantic analysis, content anaysis, and comparative analysis. Podcasts were selected based on criteria such as popularity, topic relevance and format (in this study, podcast-monologue and podcast-interview). Audio and video materials were transcribed using the "Taguette" and "Python" programs, the coding process facilitated by "QualCoder" software. Terminological units were categorized according to the their lexical and semantic characteristics (e.g., borrowings, neologisms, blendings, calques, abbreviations, etc.). Content analysis was conducted to identify the frequency of terms, their explanations, and the use of real-life examples. In the final stage, the podcast formats were compared. The program "Miro" was used to visualize the results. The findings of this study can serve as a valuable resource for specialists in lexicography and will also be useful for a broad audience specialized training or knowledge in the field.