TRANSFORMATION OF THE BOOK INDUSTRY OF UKRAINE IN THE DIGITAL AGE: NEW SOCIO-CULTURAL MODELS OF CONSUMPTION

Abstract

The article explicates the vectors of structural transformation of the Ukrainian book industry in the context of
global digitalization and scientifically substantiates the determination of new socio-cultural models of intellectual
product consumption. The study focuses on the transition of the publishing sector from a traditional model of producing
static paper objects to the development of complex multimedia ecosystems and strategic content hubs. It is proved that
the digital revolution has caused the fundamental dematerialization of the book as a hermetic artifact, transforming it
into a dynamic node of global information flows where functionality and interactivity take precedence over the physical
shell. The author reveals the essence of the phenomena of «demonstrative» and «social» reading as dominant practices
of the Ukrainian network society. Within the framework of visually-oriented platforms, primarily TikTok and
Instagram, the book functions not only as a source of knowledge but as a key tool for visual self-presentation and
national self-identification. Special attention is paid to the #BookTokUA segment as a platform for «gentle
Ukrainization» and the formation of a collective performance around reading.
The strategic shift in the management of leading domestic publishing houses, such as «Laboratoria», «ArtHuss»,
«Vivat», and «Vikhola», towards the «publishing as a service» (PaaS) model is analyzed. This approach is based on the
experience economy, omni-channeling, and the creation of digital hubs that integrate books with podcasts, mobile
applications, and AR technologies. The study establishes that the success of a modern publishing brand depends on its
ability to form a personalized communication space around the author or a series. The author concludes that modern
book projects in Ukraine have moved beyond purely literary boundaries, transforming into socio-cultural platforms and
moderators of social capital. They effectively fill the gaps in formal education structures by functioning as hubs for nonformal
education and national cultural consolidation. The prospects for further research are identified in the study of
artificial intelligence implementation in curatorial publishing functions and the transformation of authorial identity in a
networked environment.