Instagram as a tool for developing teenage reading culture




teenage reading culture, Instagram, social networks, bookstagram


This article presents the findings of a media monitoring study, focusing on effective strategies for shaping and promoting a reading culture on Instagram. The study also includes the development of recommendations for interested stakeholders. Media monitoring for the analysis of Ukrainian bookstagram was conducted on the LOOQME Hub platform from October 2022 to August 2023. A total of 1480 publications were analyzed, encompassing accounts of both private individuals and corporate Instagram pages. The study revealed a consistent growth in the dynamics of mentions of the hashtag #українськийбукстаграм (eng. Ukrainian boostagram) during the research period. It indicates sustained interest and activity within the bookstagram reading community.
The typology of bookstagram publications is categorized into three main groups: posts, comments, and comment replies. This classification highlights diverse interaction strategies employed by bookstagrammers with their audience. The study identified the most active accounts in Ukrainian bookstagram. Average visitation metrics of bookstagrammer accounts suggest consistent interest and activity from the audience throughout the research period.
The findings confirm the high communicative potential of bookstagram and underscore its significance in the development of reading culture among Ukrainian adolescents. The analysis results can be applied for enhancing media literacy, fostering critical thinking, and are valuable in both pedagogy and the commercial interests of the publishing industry.


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Author Biography

  • Oleksandra Kovalova, Taras Shevchenko National University of Kyiv

    аспірантка кафедри видавничої справи та редагування


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How to Cite

Instagram as a tool for developing teenage reading culture. (2023). Current Issues of Mass Communication, 34, 58-70.

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