Reading Practices of Students in Media Communication System of 21st Century: 'Book Enthusiasts' and 'Digital Adepts'

The article explores the reading practices of contemporary students in the context of the development of digital technologies. The authors interpret the results of sociologi-cal research conducted, which reveal students' attitudes towards various reading practices in the midst of media transformations (surveys, focus groups, analysis of drabbles). The study investigates students' attitudes towards read-ing (the value of reading and frequency of en-gagement), differentiating interests and factors influencing reading activity. The effectiveness of promoting and supporting reading in librar-ies, universities, the film industry, and opinion leaders is evaluated. The conclusion is drawn that there is no basis for a fundamental dis-tinction between supporters of traditional (book enthusiasts) and digital (digital adepts) reading. Both are fully integrated into the tra-ditional paper and digital book environment. Modern digital and visual communication technologies were found to be the most sig-nificant means of encouraging reading for both categories of respondents. The lines of digital inequality are primarily determined by the level of engagement in media commu-nication and the ability to generate creative content. A predominantly passive position of respondents towards reading content online is observed. The conclusion is made about the gap between the declared, recognized, and implemented value of reading.