Tetiana Yezhyzhanska

Borys Grinchenko Kyiv University · Institute of Journalism

The study focuses on identifying and describing the layout models of leading Ukrainian TV channels, which were formed in 2004–2020 in connection with changes in audience demands, transformations of business models, and mastering the latest technologies. The news release is a marketing narrative about current events, mediated by narrators and langua...

The article presents the results of a survey devoted to identifying problems of communication of book publishing houses of Ukraine with readers and buyers of their products. Priority communication channels have been identified, from which readers will learn about publishers' news and book market events

The COVID-19 pandemic and quarantine measures have transformed the media agenda. The aim of the study is to identify the behavioral characteristics of the youth news audience, which is formed in the context of COVID-19. To solve research tasks, from March 24 to April 5, 2020, an intelligence survey of young Ukrainians as news readers was conducted....

The impact of readers as target audiences of publishing houses in Ukraine on PR communication is not clearly understood. The goal of this research is to examine the role of readers in the communication process between publishing houses and customers. The readers become an important source of information about the events of the book publishing marke...

The influence of readers on the communication of the publishing organization in the modern media space was analysed in this study. The main objective was to find out the role of readers in the communication of book publishers in Ukraine. To achieve the objective of the study, the author used the method of analysis of scientific sources and the met...

The article examines awareness of readers about Ukrainian book publishers, analyzes the respondents' assessment of the adequacy of information on book publishing in the media space, identifies the information needs and requests of readers about the book market and the activities of Ukrainian publishing houses, identifies ways to improve communicati...

In the information society the status of information is changing: this main value of global civilization becomes an important resource of socio- economic, technological and cultural development. The rapid development of virtual technologies and the growing number of Internet users in Ukraine and in the world causes the new challenges to communicati...

The article is devoted to the study of the role of opinion leaders in the PR-activity of book publishing houses in Ukraine. The research reveals the content of the concept of "opinion leaders", characterizes their varieties, clarifies the methods for attracting opinion leaders in the PR-communications of the publishing house, and their influence on...

In the article the communication activity of the Ukrainian book publishers, their role and strategic meaning for publishing organization’s successful activity are analyzed. Main objective of the study is to confirm the role of PR communication for strategic development of the publisher. To rich this objective we need to use common scientific method...

The article deals with the information level of readers’ knowledge about Ukrainian publishing brands and analysis of the publisher’s labels recognizable by readers' customers. The aim of the research is to show the role of communication in the process of publishing brand creation. In the article, the main barriers of reading have been found out. Th...

The article studies the current state and prospects of researches of publishing house’s communications, namely PR communications of book publishers. The attention is drawn to insufficient scientific development of this problem, on t one hand, and obvious importance in the modern conditions to provide publishing house with competitiveness, on the ot...

The article deals with the peculiarities of value approach to communication with the target audience through spiral dynamics. It is considered the approaches to building corporate communication through spiral dynamics; it is explained that the paradigm of thinking, models of values are the certain filters through which the messages of the company a...