Game Forms of Literature Promotion as an Effective Reading Popularization Strategy
Abstract
Research Methodology. To achieve the purpose, we used a set of research methods: theoretical as analysis and synthesis, induction and deduction, comparison, analogy, comparison to clarify the state of development of the problem, to determine the conceptual and categorical apparatus; generalization and systematization of scientific statements; special as structural content analysis of media for the study of tools and means of indirect advertising of books, in particular, game forms for promotion of literature in the media.
Results. Game forms are an effective way of promoting books and popularization of reading. Internet media are gradually updating this format, but not always systematically. The most popular kind in the Ukrainian media now is interactive literature testing. There are hardly any other interactive game forms presented in Ukrainian media, including literature competitions, quizzes, crossword puzzles, etc. Audience forms play a role in the popularity of media, as they are part of feedback forms.
The results of the introduction of game forms of literature promotion in the framework of the project «Book in virtual environment», which integrated the activities of Kremenchuk educational, socio-cultural, book-selling institutions and city media, indicate that such forms are promising for the popularization of reading among young people.
The study does not exhaust all aspects of the problem of popularizing reading through the introduction of game forms of literature promotion. We define as perspective directions of further researches: formation of interest in reading and reading competence in the process of participation in literary competitions, as well as new forms of popularization of reading on social networks.
Novelty. Within the framework of the paper, the potential of game forms of promotion of literature in mass media investigated and the realization of the project «Book in virtual environment» monitored at the Kremenchuk Mykhailo Ostrohradskyi National University.
The practical significance. The results of the study can be used to develop a variety of game forms of reading promotion.
Key words: popularization of reading, game forms, literature promotion, indirect advertising, interactive testing.
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