New approaches to literature and reading promotion in Ukraine (on the example of Lviv — the UNESCO city of literature)

This article deals with the promotional approach of the Office «Lviv – The UNESCO City of Literature» as the possible way of popularisation of literature and reading. Lviv, which became the designated city of literature in 2015 and now is included to the network of UNESCO Creative Cities, has an interesting experience in promotion of literature. This status is an evidence of a diverse literary life and provides opportunities for cooperation within the entire creative network.

The key to the success of the Office «Lviv — The UNESCO City of Literature» is the strategic vision and understanding of its mission. The key values of the city of literature are communication, openness and freedom of speech. Literature is perceived primarily as a way of understanding; therefore, the idea of reading the city through literature is very important.

In general, it is easy to trace the external (directed to the world cultural community, the readers in general) and the internal (directed to the Ukrainian community, the professional audience in general) vectors in the Office’s activity. Now the Office «Lviv —The UNESCO City of Literature» focuses primarily on supporting translators, promoting the brand of the city of literature, promoting reading among different target audiences, educating librarians and development of libraries.

Thanks to the inclusion in the network of creative cities of UNESCO, Lviv is able to mark itself and Ukraine on the world’s literary map. The city can borrow and embody decisions and actions of other Creative Cities, and use the network’s potential to promote the brand of Ukrainian literature. Thus, Lviv can expand its own creative possibilities, protect freedom of speech and engage in general promotion of literature and reading.

Keywords: UNESCO Creative Cities, city of literature, literary mapping, reading promotion.

doi: 10.32403/0554-4866-2018-2-76-89-96