ВПЛИВ ВІДЕОХОСТИНГУ YOUTUBE НА ДИТЯЧИЙ СЕГМЕНТ УКРАЇНСЬКОЇ АУДІОВІЗУАЛЬНОЇ КУЛЬТУРИ
THE IMPACT OF YOUTUBE VIDEO HOSTING ON THE CHILDREN'S SEGMENT OF UKRAINIAN AUDIOVISUAL CULTURE

Summary/Abstract: The purpose of the article is to determine the impact of YouTube video hosting on the children's segment of audiovisual culture. The research methodology takes into account cultural approaches to the study of modern audiovisual culture and the application of a certain set of scientific methods, in particular, the use of typological and systematic analysis methods to identify the specifics of the impact of YouTube video hosting on the children's segment of audiovisual culture, the method of morphological analysis – to record the formation of a new morphology, of which video hosting is a part. The research methodology is based on the use of the content analysis method. Content analysis was carried out on the basis of statistical analysis of the specified video hosting (number of views, number of subscribers per channel) and morphological characteristics of representative audiovisual works of the Ukrainian children's YouTube segment. The scientific novelty of the work lies in the expansion of ideas about the virtual children's segment of audiovisual culture in Ukraine and the study of YouTube video hosting as a tool for forming a child's cultural worldview. Conclusions. It was found that YouTube video hosting combines the production and distribution of children's own creativity with the functions of social networks, which are a powerful tool for communication and mediated socialisation. This is what makes it an almost ideal place for creativity, communication, and earning. It has been proven that the online works of Ukrainian authors reflect the large-scale influence of digital culture on the traditional means of creating and consuming audiovisual works for children. The conducted analysis revealed the peculiarities of the existence of the Ukrainian children's segment of YouTube within the new morphology of a virtual nature, which affected the combination of traditional genre forms of audiovisual works and modern digital technologies.

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