Keywords
book promotion
social networks
book blogs
journalism
war
mass communication
How to Cite
Abstract
Introduction. Preserving and promoting books plays a key role in the development of Ukraine's cultural traditions, strengthening its spiritual foundations, and advancing science and education. This is especially true in the context of full-scale war, when the information front is no less important than the military front. New media play a certain role in this regard today. They have brought books to the forefront in the new media environment. This phenomenon requires analytical consideration.
Relevance and purpose. The relevance of the research topic is determined by the need to analyse the activities of the latest Ukrainian mass media in terms of the forms they use to promote books. The purpose of the work is to identify the forms of online media practice in terms of ways to promote Ukrainian-language books in the context of the full-scale Russian-Ukrainian war.
Methodology. To achieve the goal of the work and solve the tasks set, a set of general scientific, analytical and applied research methods was used, which made it possible to cover certain aspects of the popularisation of Ukrainian-language books in the new media in wartime conditions.
Results. Based on an analysis of the most popular social networks YouTube, TikTok, Instagram, Telegram, and digital literary platforms, the features of book promotion tools in the context of full-scale war have been identified. The media activity of publishers, bookstores, book bloggers, and influencers has also been revealed. Contemporary popular digital formats have been identified that attract readers' attention, inform society about contemporary Ukrainian book production, and contribute to the formation of a reading culture.
Conclusions. It is concluded that, in the context of war, Ukrainian-language books have become particularly widespread thanks to new media resources. Among the promoters of literature in new media, we highlight social networks such as Telegram, Instagram, YouTube, TikTok, digital literary platforms (websites), online stores of publishers and bookstores, library electronic catalogues, etc. The most common forms of representation of literary products are traditional genres such as reviews, essays, and analytical articles, as well as newer forms such as book trailers, reels, stories, memes, etc.
References
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