Scientific novelty of the results obtained is that the dissertation, in particular, first: the development of small forms of screen culture (TikTok, Instagram Reels and YouTube Shorts) in close connection with changes in Web platforms is examined; the elements and characteristics of Web 2.0 (programs, technologies, the role of users) are specified, and interactivity, communication and participation are considered as the main aspects of the Web 2.0 era; the transformation processes associated with the integration of traditional small forms of screen culture into the Internet space are analyzed (the concept of cultural diffusion); a typology is proposed and the evolution of small forms of screen culture in the Internet space as a means of communication and leisure practice is traced; the features of the synergy of the media panorama are revealed in the context of the dynamics of the development of digital technologies with a tendency towards convergent content; the connection between the use of small audiovisual forms in social media and support for the process of inculturation in Ukrainian society is investigated (using the example of Instagram Reels and YouTube Shorts Ads); the features of smartphone films and web series were revealed through the prism of participatory culture.
Practical significance of the results obtained consists in the possibility of using the results and conclusions of the study in the further development of issues related to the development of small forms of screen culture in the context of social media. The main provisions and conclusions of the study can be applied in the practice of screen culture in Ukraine, become the basis for scientific developments in the field of cultural studies, audiovisual art and production, etc.; enrich lecture courses in higher education institutions of the artistic direction; contribute to the development of special courses and seminar classes.
As a result of the research, it was concluded that screen culture is a type of culture, the basis of which is the combination of art and technology, audio and visual, which are reflected on the screen. Small forms of screen culture of the Web era, or small audiovisual forms of social media, are small in terms of time, independent audiovisual works that constitute professional and user-friendly Internet content, have their own artistic value, aesthetic features, are distinguished by the variability of content, the characteristic organization of the visual series (due to brightness and spectacularity), a narrative component and a functional purpose.
It is emphasized that the study of the development of small forms of screen culture in close connection with changes in Web platforms allows us to state that the digital society is characterized by the active use of media technologies and Internet content for both informational and communication purposes. In turn, small audiovisual forms of the Web 2.0 era are characterized by processes that allow for various forms of audience participation with constant feedback and user motivation.
It is noted that the development of Web 2.0 indirectly provokes the production of a huge amount of audiovisual content, and its ability to create communities ensures the widespread use of various audiovisual forms. Starting from advertising and music video clips, which have become familiar forms of screen culture in the first decades of the 21st century, and ending with online shorts, flash fiction, web series, digital trailers, etc., various small forms stand out favorably in Internet content. Their formation in the modern media space is directly related to the transformation processes of traditional formats of screen culture, including diffusion, and the emergence of innovative audiovisual products, driven by the demands of the digital society.
