Жанрова палітра публіцистичних матеріалів на літературну тематику

The article comprehends and analyzes the forms of indirect advertising and promotion of literature in mass media, which include the journalistic materials on literary subjects. The genres of reportage, report, biographical or portrait essay and blog, including video and photo blog, have been considered and characterized. Its potential in popularization of reading and promoting literature has been determined. The genre transformations of journalistic materials into literary subjects are traced, the emergence of new genres of indirect advertising, in particular, bookstagram, is investigated. The purpose of the article is to investigate the genre palette of journalistic materials on literary subjects and to determine their significance in book promotion and popularization of reading. Based on the analysis of modern domestic and foreign scientific literature on reading problems, it is proved that popularization of reading at the present stage implies widespread use of the latest information and communication technology and introduction of new forms and methods of book promotion. The performance of indirect influence on the audience aimed at raising the status of reading as a socio-cultural institution, forming a positive image of the reading person is also actualized. The potential of mass media for popularization of reading and promoting effective communication between the various social institutions involved in this process has been revealed. The scientific novelty of research is that the journalistic genres used to cover literary subjects have been comprehensively explored for the first time. Contemporary journalistic materials on the literary subjects of Ukrainian Internet media became the material of a research. The results of the study can supplement the academic subjects as “Mass Communication and Information”, “Journalism”, “Theory of Social Communications”, “Theory and Practice of Publishing”, as well as be used to optimize the work of online mass media and to increase publications efficiency.