Институты медиа и их роль в формировании читательской культуры

Abstract

The article is devoted to a comprehensive study of the transformation of reading culture under conditions of
global digitalization and the active integration of media technologies into everyday practice. The relevance of
the topic is determined by the need for theoretical and practical reflection on new reading formats which, in
the twenty-first century, transcend the boundaries of traditional book culture and move into the sphere of al- gorithmically governed media services. The authors focus on the process by which media institutions evolve
from passive intermediaries into active architects of a new reading reality. The aim of the study is to identify
the specific impact of various digital resources on the formation of reading competencies and to analyze models of interaction between the “reader” and the “platform.” The empirical basis of the research consists of
an analysis of the activities of leading commercial services (LitRes, Yandex Books), the Kazakhstani cultural
and educational resource Ädebiet Portaly, and the state project Reading Nation. The study employs a com- prehensive analytical toolkit encompassing seven criteria, ranging from the accessibility of collections to the complexity of artificial intelligence algorithms. As a result of the analysis of commercial platforms, the au-
thors establish that they are oriented toward maximum personalization and consumer comfort; however, this orientation generates risks of “algorithmic closure” and the formation of “information bubbles.” In contrast to
the market-based model, the case of Ädebiet Portaly reveals an educational media logic aimed at preserving
the national literary canon and fostering participatory practices through user involvement in content creation.
Particular attention is paid to the Reading Nation project as an instrument for the practical institutionalization
of reading. The authors demonstrate that the use of gamification elements and material incentives within this
program makes it possible to transform reading from a form of private leisure into a strategic national re-
source. In conclusion, a three-part model of the contemporary digital reading environment is proposed, in
which market-algorithmic, institutional-educational, and state-strategic logics coexist. The study concludes
that the sustainable development of reading culture in the digital era is possible only under conditions of bal-
ance between the technological sophistication of platforms, the cultural depth of national portals, and the sys-
tematic support of state institutions. The research emphasizes that the evolution of reading reflects the broad-
er dynamics of societal development—from classical book culture to hybrid forms of intellectual digital in-
teraction.