Abstract
The article focuses on the key points in the development of the phenomenon of transmedia storytelling in modern media space, formulates the prerequisites for the emergence of the latest information transfer technologies in journalism, and reveals the features of the functioning of transmedia stories in domestic media. In particular, genre forms and varieties of digital content have been identified that prevail in the creation of the Ukrainian cross-media product. It is their diffusion that makes it possible to distinguish transmedia storytelling as a unique media formation, which arises in this case due to the synergistic effect obtained by combining cross-media components. The article also shows the level of interest in the above-mentioned questions of domestic and foreign researchers.
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