Formation of the type of Ukrainian book press in the 1990-2000s: structural-functional, genre and advertising-promotional characteristics

Author(s) Collection number Pages Download abstract Download full text
Skiban O. I. № 1 (85) 198-211 Image Image

The research contains the systematized information on the formation of the Ukrainian editions of the book print media segment in the recent history, obtained on the basis of the analysis of press releases of the appropriate type, published during 1991-2009. The typological, functional and genre-thematic features of Ukrainian book press releases, which were published at the turn of the XX-XXI centuries, are analysed, their promotional potential has been characterized, the place in the history of the Ukrainian editions is determined. The scientific novelty is that as a result of the research for the first time the features of the formation of the Ukrainian book editions of the given period are revealed:

- in this process two stages are singled out – the 1990s and the 2000s, characterized by different economic and sociocultural preconditions, specifics of changes in the media system, in the literary process, in book publishing area that influenced the specific typological features of the development of the mentioned type of editions;

- the concept of “book press” is defined, the book editions are treated as a segment of the editions on cultural subjects and considered in the categories of “mass – quality” editions; the main differential features of this type of editions are the specialization in complex book subjects and the focus on a wide readership; as well as a special range of social communication functions caused by them, aimed at meeting the needs of different focus groups;

- the typology of printed periodicals on this subject is suggested, published in Ukraine during the first twenty years of independence. Mass specialized editions designed for audiences with a strong focus on a particular type of information product of the book subject itself (“Reader’s Friend“, “Book Folder”, “Book Club”, “Book Lover Review”);

- the tendency is revealed to change their typological characteristics under the market influence, “drifting” towards the popular format, characteristic even for scientific and practical editions for experts;

- the dependence between the purpose and addressability of press releases and their genre-thematic characteristics is established; the adaptation of scientific information is qualified as the main strategy for expanding the socio-functional purpose, the massification of knowledge in order to expand the readership and increase the circulation;

- creative resources are revealed, thanks to which the phenomenon/type of book pe­riodicals has been formed in the recent history of the Ukrainian editions;

- the place of the book editions in the history of the Ukrainian editions is determined, the longevity of the corresponding tradition of media formation is demonstrated; the role of the book editions of the times of independence in the formation of the foundations of modern thematically oriented media discourse is defined.

Keywords: book press, book printed periodicals, specialized press, book subjects, cultural subjects, printed mass media, online mass media, purpose, addressability, genre-thematic characteristics, advertising-marketing functions.

doi: 10.32403/0554-4866-2023-1-85-198-211

  • 1. Hrynivskyi, T. (2008). Chasopys «Knyhar» yak oseredok vyvchennia vydavnychoi spravy v Ukraini periodu vyzvolnykh zmahan (1917-1920 rr.) : avtoref. dys. kand. nauk iz sots. komunikatsii : 27.00.04. Kyiv (in Ukrainian).
  • 2. Zelinska, N. V. (2007). Typolohichni problemy redaktorskoi pidhotovky vydannia: teoretychni ta metodychni aspekty: In medias res. Dnipropetrovsk, 82–89 (in Ukrainian).
  • 3. Melnychenko, A., & Kyrychok, A. (2014). Reklama ta PR yak zasoby populiaryzatsii ukrainskoi knyhy: Visnyk knyzhkovoi palaty, 11, 44–45 (in Ukrainian).
  • 4. Ohar, E. I. (2018). Knyzhkovi chasopysy KhKh-KhKhI st. yak dzherelo istorii formuvannia ukrainskoho navkoloknyzhkovoho krytychnoho dyskursu: Zbirnyk prats Naukovo-doslidnoho instytutu presoznavstva, 8 (26), 210–219 (in Ukrainian).
  • 5. Rybchynska, N. A. (2000). “Knyzhka” (1921-1923): istoryko-knyhoznavchyi aspect: Zapysky Lvivskoi naukovoi biblioteky im. V. Stefanyka, 7/8, 121–136 (in Ukrainian).
  • 6. Rodyk, K. Aktualna literatura: punktyr-entsyklopediia. Kyiv : Raduha (in Ukrainian).
  • 7. Rodyk, K. (2004). Krytyka. PR. Reklama: Knyzhnyk-reviu, 24, I–VIII (in Ukrainian).
  • 8. Rodyk, K. (2019). Sizif KhKh. Knyzhka vs. polityka. Kyiv : Baltiia-Druk (in Ukrainian).
  • 9. Skiban, O. I. (2020). «Knyzhnyk–review» – chasopys fakhovoi knyzhkovoi zhurnalistyky: Derzhava ta rehiony. Seriia: Sotsialni komunikatsii. (Klasychnyi pryvatnyi universytet). Zaporizhzhia, 2 (42), 70–75 (in Ukrainian).
  • 10. Skiban, O. I. (2020). Typolohichni oznaky ukrainskoi knyzhkovoi presovoi periodyky 1990–2000-kh rr.: Polihrafiia i vydavnycha sprava, 1 (79), 169–178 (in Ukrainian).
  • 11. Sudyn, A. Yu. (2008). Neoplachuvani pryiomy reklamy u knyzhkovii spravi: Polihrafiia i vydavnycha sprava, 1 (47), 102–108 (in Ukrainian).
  • 12. Shpak, V. (2015). Vydavnychyi biznes v umovakh ukrainskoi derzhavnosti: monohrafiia. Kyiv : Ekspres-ob’iava (in Ukrainian).
  • 13. Danesi, Marcel. (2009). Dictionary of media and communications. Armonk, New York (in English).