Studies of reading in Ukraine: results and significance

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The features of scientific approaches to the studies of reading and reader-ship in Ukrainian researches are reviewed. The changes of a view of these objects, as well as interpretation of research results, are traced. The basic factors that transform modern reading format, including the appearance of screen media, new literary trends, and the rearrangement of social communication with the prevalence of audiovisual media, are analyzed. The options of application of the results of these studies in publishing practice for forming the publications repertoire and for promoting reading by creating its fashionable image and using interactive tools are outlined.

Keywords: reading, reader, studies of reading, reading culture

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