Соціальні комунікації у системі «автор—видавець—читач» засобами трендових медіа-інновацій

Abstract

In the article, the impact of digitization on the participants of social communications in the ‘author—publisher—reader’ is justified, the use of trend media innovations in publishing: from crossmedia and visualization of content to user-generated UGC content is characterized.The expansion of media innovations, built on the basis of web 2.0, web 3.0 technologies, predetermines modern socio-cultural transformations and their convergence with traditional systems of cultural production. Trend media innovations have significantly changed the communicative environment of the publishing process. The book has ceased to be the only means of fixing and obtaining knowledge, a bearer of cultural values.In publishing, there is crossover content, as well as its cultural convergence with trendy media innovations. Modern publishing is transformed from the producer of the product (book) into the content provider, and the readers become not only the addressees in one-channel communication, but also begin to create their own content. From here — content management in the publishing industry, the main areas of which include: creating a content map for different sites; adaptation of existing content to the format of the blog, video hosting, social network; distribution of press releases, etc.In general, the cultural convergence of trend media innovations with publishing is a complex ambivalent process in which, on the one hand, the media side can compete and even crowd out traditional print media, thereby provoking crises in book publishing, and on the other hand, contributes to prosperous symbiosis due to access to a wider audience and sales growth. Another consequence of this convergence is the emergence of new genres and content presentation formats at the interface between electronic and printed media.