TRENDS OF THE UKRAINIAN BOOK MARKET DURING THE WAR

Abstract

The article analyzes the impact of the war on the book market of Ukraine in 2022-2023, highlighting how critical socio-economic changes affected publishing and consumer preferences. Since the beginning of the full-scale invasion of Russia in 2022, the book market has faced serious challenges: a sharp drop in sales, the shutdown of many bookstores, as well as the emigration of part of consumers. However, the market soon demonstrated remarkable resilience and resilience, building on growing national interest in Ukrainian culture and identity. The article examines in detail the mechanisms of adaptation of the book industry to new military realities. It includes an analysis of changes in publishing strategies, such as the increase in the number of bookstores, particularly large chains, and the growth of online sales. The transition of consumers to digital formats of books - ebooks and audio books, which turned out to be especially convenient and accessible in the conditions of war. An important aspect of the study is the rejection of the Ukrainian market and consumers from Russian book products, which was accompanied by legislative bans on the import of Russian and Belarusian books. This contributed to the growth of demand for books by domestic authors, both classics and modern writers, whose works play a key role in the formation of national consciousness. The article also highlights the growing international interest in Ukrainian literature, which stimulates translations and publications abroad, despite the perceived lack of professional translators. However, the article emphasizes the significant impact of marketing efforts, such as digital promotions and the revival of offline book festivals, which are reviving cultural life and contributing to the further development of the industry. Overall, the study demonstrates how the book market not only adapts to the challenges, but also actively exploits the opportunities for cultural development and the maintenance of national identity in the context of war.