ФОРМУВАННЯ ЧИТАЦЬКОЇ КОМПЕТЕНЦІЇ І КУЛЬТУРИ У СТУДЕНТСЬКОЇ МОЛОДІ В ПРОЕКТІ «КНИГА У ВІРТУАЛЬНОМУ ПРОСТОРІ»
FORMATION OF STUDENT YOUTH’S READING COMPETENCE AND CULTURE DUE TO THE START-UP “BOOK IN VIRTUAL ENVIRONMENT”

Summary/Abstract: The purpose of the article is to identify modern tools for the formation of student youth's reading competence and culture, in particular methods and means of popularization of reading, to analyze the effectiveness of their implementation. In the article, possible modern ways of the formation of student youth's reading interest are considered. The methodology of research is to apply general scientific and specific methods of description, comparative analysis, and generalization of the empirical research results, method of projects to check the effectiveness of reading competence and culture formation. The scientific novelty of the research is that through the implementation of readership-oriented start-ups, it has been found out that forming of student youth' reading competence and culture is most likely due to the involvement in start-ups of all stakeholders: educational and socio-cultural institutions, libraries, mass media, and student youth. The potential of mass media in the popularization of reading and establishing effective communication between all stakeholders involved in this process has been proved. Conclusions. It has been determined that online mass media and social networks are essential for the popularization of reading, particularly among student youth. Therefore, for the student start-ups that aimed at promotion and popularization books, genres like online annotations, video reviews, bookstagrams, television digests are offered. Through the implementation of the start-up «Book in a virtual environment,» the effectiveness of the popularization of reading literature using mass media proved. Growth of the advertised book editions requests and sales is represented in dynamics. A conclusion about the effectiveness of selected genres of books' advertising and promotion and promotional activities made.

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