Khmil-Chupryna V. Popularization of reading literature in Ukrainian mass media

The object of research is the process of popularizing reading by mass media means. The purpose of research is to identify and substantiate effective methods of promoting reading in the mass media in the image and promotional aspects. Achieving the goal involves solving the following tasks: - to reveal theoretical and methodological bases of research of popularization of reading in mass media; - to substantiate the role of books advertising and promotion in mass media in the context of popularization of reading; - to develop a typology of relevant advertising and promotional tools, to reveal their genre features; - to highlight ways to draw attention to the literature in the mass media; - to prove the role of mass media in popularization of reading by carrying out empirical research; - to develop and implement the project «Book in Virtual Environment», aimed at promoting books, reading and development of reading culture of student youth. Research methods. The methodological basis of the study was the social communication paradigm. The complex nature of the research led to the use of systemic and interdisciplinary approaches. To solve the tasks and achieve the goal, a set of research methods was used: theoretical - analysis and synthesis, induction and deduction, comparison, analogy, comparison - to clarify the state of development of the problem, to determine the conceptual and categorical apparatus; generalization and systematization of scientific provisions; empirical - surveys - in order to identify the role of mass media in the promotion of reading; special - structural content analysis of mass media - to study the tools and means of direct and indirect advertising of books, as well as ways to indirectly promote reading in the media; methods of mathematical statistics - for quantitative and qualitative analysis of empirical data using methods of descriptive statistics (grouping of indicators and construction of histograms). The theoretical significance of the results is to study the role of the Ukrainian media industry in promoting reading using interdisciplinary and systematic approaches, as well as identifying new ways to promote reading and promotion of books are knowledge that complements the theoretical component of the science of social communications. The practical significance of the results is that the study can complement the curriculum of the courses «Theory and practice of social communications», «Theory and practice of publishing», «Marketing and promotion of publications», «Editor-publisher in market conditions» in terms of development strategies for the promotion of books, the formation of recipients' interest in reading. The implementation of the project «Book in Virtual Environment», promotes books, reading and development of reading culture of student youth. The materials of the dissertation research can become a basis for further scientific research on the researched problem. The scientific novelty of the obtained results is that for the first time: - the potential of mass media in popularization of reading is comprehensively investigated and establishing effective communication between the various social institutions involved in this process: educational institutions, libraries, publishing and booksellers; - the ways of indirect promotion of reading in mass media, which are understood as literary reminiscences in journalistic materials, are investigated, as well as mentioning literary phenomena and reading by opinion leaders in interviews; have been specified: - genre palette of book advertising in mass media; - types of indirect advertising and promotion of fiction in mass media; have been further developed: - issues of popularization of reading in modern conditions; - theoretical approaches to the study of the latest ways to promote books and the formation of interest in online reading.