Бібліотеки України в цифровому медіапросторі: теоретико-методологічні засади розвитку

The thesis focuses on providing theoretical and methodological grounds of the future development of Ukrainian libraries and on determining their ways of adaptation to digital media space. The topic of the thesis as it stands has not yet been the subject of a separate PhD study, doctoral study or monograph. The main tendencies of the formation of digital media space which are connected to global technological transformations and essential socio-cultural changes have been described in the thesis. It has been identified that the dynamics of digital media space development is supported by the evolution of digital technologies and devices, expansion of audience, innovative tools of communication management in society, unlimited pace of digital content development. The focus has been made on the ambivalence and contradictory nature of sociocommunicative processes. It has been determined that dynamism, incrementation, inconsistency of borders’ placement (asymmetry, selectivity, regionalization, segmentation), interdependence, temporal and spatial traceability, representative flexibility, extremely variable geometry are the characteristic features of digital mediaspace that predetermine sociotechnical transformations of library institute. It has been stated that sociotechnical development level of Ukrainian libraries shows their gradual adaptation to digital media space and allows identifying the initial stage of digital modernization. It has been proved that the organizational component of library adaptation to digital media space involves the following processes: creation of a new content platform of professional space in the field of Library and Information Science; increasing of library’s web presence; organization of a brand new multi-layered flow of communication of academic community and users; creation of merged digital information space of science, education and culture at local, national and international levels; inclusion into the processes of global cooperation with other participants of information society; optimization of the process of integration of national merged digital content into European and global information spaces; lobbying and implementing legal, economic, technical and technological measures in order to preserve and use socially important information, stating the avant-garde role of Library and Information Science in these processes; improvement of information flow management mechanisms in digital media space. Technical and technological component of digital adaptation of library includes: introduction of the latest digital technologies; development of digital infrastructure of library process; development of electronic information resources; modernization of electronic information resources; spreading the variety of information products and services; digitization; cumulation, long-term preservation, creation of information objects copies; classified digital assets; providing access to digital assets on a permanent basis over the long period; application of the latest forms of network service; setting up online representative offices; supervisory control of content of all kinds; developing of specialized software and technological aggregation and processing platforms of digital content; extension of technical infrastructure for consolidation and preservation of data and information. Functional component of the digital adaptation of libraries covers the following areas: set-up, access to information bases at national and global levels; updating the resource base of Library Science in digital media space; preservation and promotion of cultural, scientific, digital heritage of society; formation and support of information and analytical work in social management system; introduction of intellectual technologies in Library and Information Science; enhancement of scientific research and education system’s efficiency; implementation of tools and technologies for conducting scientific research; development of methods to overcome information and digital inequality in information space; facilitating of media literacy in society; introduction of new library work formats (digital laboratory). Five levels of digital modernization of Ukrainian libraries have been marked out. The first level is the lowest level. Libraries that resist digital transformation and avoid digital adaptation whether deliberately or involuntarily and at the same time laying the blame on crisis compile this first level. The second level consists of libraries that are at the initial stage of digital adaptation; the efforts are disorganized, they are not user-oriented and don’t go with the corporate strategy. The third level is libraries that are in the stage of researching and testing adaptive capacity and gradually using hidden resource reserve. A characteristic feature of libraries that compile the fourth level is the focus on implementation of ground-breaking potential of digital efforts, receiving digital «dividends», digital modernization «reproducible results»; their adaptation flow is guided and coordinated. Libraries that are successfully implementing digital modernization and optimization of Library and Information strategy occupy the highest level, the fifth one. The main prospects of foreign and Ukrainian libraries integration into the digital media space have been determined: development of multi-service digital assets – websites, portals, databases, electronic catalogues, electronic libraries, open archives, interactive digital projects, web archives, etc; virtualization of information products, services and service components; promotion in media; establishment of socio-communication library work in global technological digital space. The reference top-list of 130 websites of national libraries out of 185 websites has been compiled with the help of webometric analysis. It has been identified that the most visited websites are the websites of Library of Congress, the national libraries of France and Japan. The portal of Vernadsky National Library of Ukraine is the 27th in the list. The websites operate in 17 different Internet segments. The websites of national libraries of Qatar, South Korea, the Czech Republic, Azerbaijan, Denmark, Singapore, Mexico etc. have the highest attendance metrics (depth of viewing starts from 10.6 pages, time of users' stay starts from 8:54 hours per day); the websites of national libraries of China (0:31, 2.2 pages per user) and Macedonia (0:42, 1 page per user) have the lowest attendance metrics. The analysis of the network traffic of the websites has allowed to determine that the majority of users visit the websites through the search engines (average performance 38%), direct links (average performance 24.2%) and referral links (average performance 16.6%); 24 social media and messengers’ traffic; 39% of the studied national libraries use advertising traffic; 19 national libraries from around the world have mobile applications. The webometric analysis of 36 Ukrainian libraries' websites has revealed the following: functioning in 9 Internet segments (mainly in «Libraries and Museums» and «Social Sciences» segments); Vernadsky National Library of Ukraine, the National Library of Ukraine for Children, V. G. Korolenko Kharkiv State Scientific Library are the leaders in resources; wide user audience from different countries of the world; high traffic from 10 social networks; library blogosphere stagnation; only some individual digital projects have high attendance metrics (viewing depth is 1-4 pages; time of users' stay is 0:27-5:07 hours per day); high failure rate (up to 82.6%). The analysis of functioning of extensive digital assets has allowed to state that the development of digital libraries projects at the international, national and institutional levels occupies the leading positions. It has been specified that development and provisioning of open access resources have good performance – the USA, Great Britain, Germany are the leaders; Ukrainian repositories hold high positions in global level according various factors and they have moved 5 positions up since last year (from 15th to 10th position) and they have appeared higher then Canada, France, Italy, China, Australia in the global ranking. The necessity of deployment of massive digitization and web-archiving projects in Ukraine, which have been implemented successfully by foreign libraries, has been emphasized. It has been noted that outlining future effective development of libraries in digital media space is associated with the processes of new media deployment. The analysis of the representation of libraries in their content has allowed verifying the leadership of foreign libraries in using social media platforms – at average, foreign libraries are advertised simultaneously in 3 social media platforms, Ukrainian libraries – in 2. The tendency of using social media of "national preferences" and majority and effectiveness of the centralized model of social media usage versus dispersed model has been revealed. The importance of multidisciplinary social networks for scientists of Library Science has been emphasized. It has been confirmed that social media is an effective communication and marketing channel for the promotion and popularization of library web-projects: 95 websites out of 185 analyzed websites of national libraries have high social media traffic; and 33 websites out of 36 websites of Ukrainian libraries have also high social media traffic. The systematic usage of social media by libraries has been offered. The implementation of a content strategy for the development of libraries in digital media space – a consistent, flexible, uncertain digital environment of the strategic plan of library has been offered. The components of the strategy are: content, users, functionality, quality, policy, innovation, architecture and infrastructure. It has been emphasized that introduction of socio-communicational technologies; rethi

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