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Modern media are characterized by extraordinary diversification and derivatisation. Multimodality has become central to all factors of the communication process - sources, codes, messages, channels and networks, intermediaries and agents, as well as end recipients. The most serious collisions occur in the field of publishing and books. Object of the research: A formal reason for this article is the 550th anniversary from the death of Johannes Gutenberg (ca. 1400–1468) used to re-examine and re-define the book as the oldest and, at the same time, most promising media in the world of publishing. Purpose of the research: To revise the periodisation of the publishing evolution outside the four phases of the 560-year biography of the print format of the book: incunables or early- printed books, post– incunables or first-printed books, old-printed books, and new-printed books or contemporary printed books. Methodology/approach: The archaeological approach to the study of media reveals larger-scale reasoning behind the evolution of the book as a medium: Pre-Gutenberg, Gutenberg and Post–Gutenberg book. Results: Each of the three phases is governed by five principles that also pre-empt the future of the print medium in the 21st century: the principle of bureaucracy, the principle of antagonism, the principle of fanaticism, the principle of emancipation and the principle of "form follows function". The perspective of media archaeology helps to correct the historical place and the evolutionary stance of the inventions pertaining to the Gutenberg Galaxy - the print medium, the printing press, the printed book, and paper as a printing resource. Implications: The conclusions may prove important for outlining the technological and ideological patterns affecting the invention and decline not only of the printed book but of every publication format before and after Gutenberg. Acknowledgements: This article was written as part of a research project implemented with the support of the Sofia University Science Fund (contract No 80-10-9/16.04.2018).

Object of the study: The broad object of this study is the academic field of the book and the book as an area of interdisciplinary teaching. Purpose: to prove that the 21st-century cross-media and hybrid media ecosystem emancipates Book Science from the rest of the sciences in whose objects it can partake only as a constituent using one of its elements, properties or attributes. Tasks: to identify and summarise the theoretical and methodological differences between conventional Book Studies and the specific Book Science; to update and conceptualise the understanding of the book as a traditional means of communication in the light of the modern perspectives of digital transformation; to offer a framework of an innovative media science of the book. Hypothesis: Returning to the matter of the book as a medium, the hypothesis to be tested in this study is: "the book is set to be vindicated as a basic scientific category and be studied by a science of its own as an agent of communication, while the scientific book – as a communicator of "good" science. Methods: analytic and synthetic processing of primary and secondary resources, the selective monographic method, systematisation and summarisation of data from scientific-methodical and normative-legal documents on the issue examined. Results: Based on a working hypothesis, this study provides theoretical knowledge in Book Science and proposes points of support toward future fundamental and applied research in Book Science. Significance of the study: Overall, our findings suggest that 1) the research on the new theoretical views about the book will facilitate an increase in the academic interest in book-related professions, encourage the design and update of university curricula and programmes in Book Science, to support interdisciplinary research of book and digital media culture; 2) it is expected that the present text will provide the factors militating against the introduction of innovations in higher education and doctoral programmes in Book Science insofar as books as products of the publishing industry, and thus subject to market forces, drive back business interest in higher education toward book-related professions; appropriate measures to overcome the challenges outlined have been suggested.

The research problems of this study are the difficulties in the explanation of the phenomenon of reading in its accelerated transformations by quantitative sociological methods, because of failure to comply with a number of factors: first, the social aspects of the purchase, consumption and possession of reading materials have not yet been reading; second, reading is both asocial and social activity; third, the reader is not social status, social class, social group or social role. Author's hypothesis: the most accessible and authoritative audience methods for study of the reading – sociological research methods, are unable to disclose the specifics of the reader and reading, they provide limited data only on the outer side of the reading activity, for its quantitative indicators but do not reach to the knowledge about the nature and the reasons both for the reading and not reading. The object of this study is the use of sociological research methods in the study of the reader and the reading. The purpose is to reveal the problems generated by the classical sociological research methods, which fed up the mainstream negativity towards the contemporary reading and hinder his objective knowledge. Methodology/approach: The study was conducted by critical analytical and synthetic approach, which involves a systematic review, comparative analysis of terminology and concepts and educational integrated research on the topic "Does my microgroup read?" among Bulgarians over 14 years (2003–2017). Findings: There have been found 15 disadvantages of the sociological methods of the study of reading, as a result of which, science can get a false picture of the reading situation of local and global level. These disadvantages are as follows: 1) research vs. survey, 2) sociological propaganda, 3) the effect of the crowd, 4) fear from the reader, 5) unrecognition of snobbery towards reading and the books, 6) connotations of the word "reading", 7) literature vs. book, 8) the index "free time", 9) reading in the consumer modality, 10) reading as demonstrative consumption, 11) undefined "reader", 12) the respondent lie, 13) the respondent resistance, 14) the prejudice "compulsory for reading", 15) absence of axiological balance. As an alternative to the sociological methods for obtaining of objective results in the study of the reading and the readers is proposed the integrated approach between qualitative sociological methods and the methods of cognitive neuroscience and bibliopsychology.

The research is an attempt to answer the question how far the mobility manages to preserve the cognitive and the social status of the reader and to minimize the negatives of the "technological" reading. Object of the research: the new phase in the changes of the reader's practices that have occurred with the massive use of mobile communication devices. By the notion "mobile reading" the author mark the perception of text from a portable or from a mobile digital device and with the notion "stationary reading" – the perception of text from a fixed medium as a print media and as a desktop device. Purpose of the research: to prove that the mobility is the newest, natural and indestructible stage in the evolution of the reading, within the frames of which are passing mixed transformations, inherent as a whole to the "culture of the nomadism". Methodology: there are used the methods of the analytic and synthetic processing of primary and secondary resources, the selective monographic method, analysis of combination of statistical data and information from a survey of the National Bulgarian Institute of Statistics for access and use of Internet and the results of two world researches – "Reading in the Mobile Era: A study of mobile reading in developing countries" of UNESCO and "Mobiles for Reading: A Landscape Review" of USAID and JBS. Hypothesis: the new format of the mobile reading (counterpoint of stationary reading) is not a random phenomenon, but a regular and cyclical metamorphosis in the evolution of the communications. Results: the analysis shows an approximately equal correlation between the positives and the negatives of the reading from mobile devices. The suggestion of the author is the reader's behavior of the mobile citizen to be formed in "compromise duality" – the information, the data, the facts, the references can be assigned to "mobile" modalities, but the knowledge, the learning, the aesthetic delight of the text to be preserved in "stationary modality".

The goal of this study is to specify nature, the "heart and soul" of a process referred to as a "long reading", to indentify reasons for the interest in the so-called longread narrative formats, unexpectedly going up in times of obviously reverse trends, such as, for example, short and speed reading techniques. The cyclic recurrence registered in case of 'lengthy twist' in the reading matters demonstrates that each transfer to shorter-size books gives a chance, probability, to become a step to long books. The key research findings indicate that longread formats are increasingly more and more popular, as these texts enable readers to keep out of the information pollution. The outcomes and conclusions are focusing on expanding the conceptional fields towards new policies stimulating reading and to more creative methods producing reading effects into the sphere of quality online journalism, education, publishing industries and popularization of science, at large.
This article is the result of a collaboration made possible by the COST Action IS1404 E-READ (Evolution of Reading in the Age of Digitisation), supported by the EU Framework Programme Horizon 2020, and the research project DCOST 01/13 - 04.08.2017 of the National Scientific Fund of Bulgaria.

International audience ; The study undertakes the problem of the social, political and the theoretically applied potential of the film representation of the characters of the book and the reading in the programs for the stimulation of reading. The zone of problematic is outlined – publishers do not know well the market of the films, film producers do not know the market of the books, investigators of the book do not know the landscape of the " audiovisual reading " , while the younger generation emancipated its attitude towards films and books – absorbs them through all media platforms; makes the connection between them; criticizes, shares, encourages, has permanent expectations. The thesis, which is defended is that the symbolic and metaphorical use of the motif of the book, the reading, the publishing, the bookstore or the library in screen arts continues to resonate with the themes of knowledge and power and in the digital age, and this can be used as " social doping " for the apathetic and the erratic readers. In this article, the expression " social doping " is used to describe positive licit stimulant. The aim of the study is to explain and argue the book-centered films as multimodal tool for improving of the education in reading and the policies of reading worldwide, especially in communities with a high illiteracy rate. An empirical research on movies for the period 1898-2014 is summarized, accomplished by filmographic analytical and synthetic approach. The results are aimed at expanding the conceptual scope of policies to promote reading and creative approaches of the book production, to promote competition and collaboration between the publishing and the movie companies. Proving book-centered films as a serious and prestigious social instrument is expected to raise the awareness and the exactingness of the readers to the publishing programs and to insist on investing in business models with multiplatform representations, cross-media and transmedia of the artistic content.

The study is dedicated to the impact of the speed and the acceleration on the preservation of the information equilibrium and the ability for critical thinking in the active person. The methods about the fast reading training are subjected to a critical analysis. On the grounds of the theory for the information equilibrium and the philosophy of the slow media, is derived the relation "slow reading – information equilibrium". "Information equilibrium" is defined as "imposed by the information environment for natural and sufficient satisfaction of the individual needs, in the conditions of relative freedom." It is supported the thesis about the rethinking of the positives of the fast reading and the rehabilitation and active promotion of the universal literacy in slow reading. The need of promoting the slow reading in the context of the requirements for urgent mass training on information literacy and for critical thinking at times of misinformation, fake news and post-truth has been empirically drawn and grounded. The author's suggestion is to move to a stratified and subordinate redefinition of the goals of the information and the media literacy. The idea is to develop a standard for "profiled" or "niche" information literacy – for each category of person (age, professional) to be written the relevant "maximum program" that does not exceed the rational and the advisable towards their potential.

The study undertakes the problem of the social, political and the theoretically applied potential of the film representation of the characters of the book and the reading in the programs for the stimulation of reading. The zone of problematic is outlined – publishers do not know well the market of the films, film producers do not know the market of the books, investigators of the book do not know the landscape of the "audiovisual reading", while the younger generation emancipated its attitude towards films and books – absorbs them through all media platforms; makes the connection between them; criticizes, shares, encourages, has permanent expectations. The thesis, which is defended is that the symbolic and metaphorical use of the motif of the book, the reading, the publishing, the bookstore or the library in screen arts continues to resonate with the themes of knowledge and power and in the digital age, and this can be used as "social doping" for the apathetic and the erratic readers. In this article, the expression "social doping" is used to describe positive licit stimulant. The aim of the study is to explain and argue the book-centered films as multimodal tool for improving of the education in reading and the policies of reading worldwide, especially in communities with a high illiteracy rate. An empirical research on movies for the period 1898-2014 is summarized, accomplished by filmographic analytical and synthetic approach. The results are aimed at expanding the conceptual scope of policies to promote reading and creative approaches of the book production, to promote competition and collaboration between the publishing and the movie companies. Proving book-centered films as a serious and prestigious social instrument is expected to raise the awareness and the exactingness of the readers to the publishing programs and to insist on investing in business models with multiplatform representations, cross-media and transmedia of the artistic content.

Объектом статьи являются факторы и причины плохих результатов в чтении болгарских 15-летних школьниках в международных исследованиях PISA. Начальной точкой анализа являются критические результаты последних четыре исследований – 2000, 2006, 2009 и 2012 г. Цель анализа состоит в том, чтобы поставить на обсуждение темы и незатронутые ракурсы чтения, в которых могут прятаться причины критических результатов грамотности чтения, в том числе всего Европейского Союза. Заданиями статьи являются: поиск аргументов и доказательств в коммуникационной теории, в выводах социологических обследовании, а так же и обобщение факторов, которые могли бы облегчить нескончаемое беспокойство по поводу "массового не чтения" или "коллапса в читательской грамотности". Выявлены восемь причин критического состояния грамотности чтения: 1) Основная неграмотность в результате плохого отношение к чтению, как культурная технология; 2) Клише "книга = литература"; 3) Клише "книга = бумага"; 4) Беспомощность социологических инструментов; 5) манипулятивная сторона чтения; 6) приносящая вреду сторона чтения; 7) мутации чтения; 8) искаженное утверждение "Молодые люди не читают". Формированы предложения к ученым сконцентрироваться на двух академических ракурсах: на обучении "Теория и практика чтения" на каждом уровне образования, и на том, как направить научно-исследовательскую работу на усовершенствование культуры чтения взрослых, в том числе на развитие так называемой "Акмеологии чтения". ; International audience The subject of this article are the factors and reasons for the bad results in reading of the Bulgarian 15-year-old students in PISA's international studies. The reference points of the analysis are the critical results from the last four studies – 2000, 2006, 2009 and 2012. The aim of this analysis is to bring up for discussion unformulated topics and reading angles which have not been covered, which may explain the reason for the critical results in reading, including in the European Union as a whole. The goals of the report are to look for ...

International audience ; The subject of this article are the factors and reasons for the bad results in reading of the Bulgarian 15-year-old students in PISA's international studies. The reference points of the analysis are the critical results from the last four studies – 2000, 2006, 2009 and 2012. The aim of this analysis is to bring up for discussion unformulated topics and reading angles which have not been covered, which may explain the reason for the critical results in reading, including in the European Union as a whole. The goals of the report are to look for arguments and evidence in communication theory, in the conclusions of sociological studies and to summarize the factors which may lessen the ongoing preoccupation with "mass non-reading" or the "drop in reader's literacy". Eight reasons for the critical state of reading literacy have been drawn: 1) basic illiteracies which stem from the incorrect attitude towards reading as a cultural technology; 2) the stereotype "book = literature"; 3) the stereotype "book = paper"; 4) helplessness of sociological tools; 5) the manipulative side of reading; 6) the harmful side of reading; 7) reading mutations; 8) the erroneous statement "Young people do not read". The scientists are presented with proposals to concentrate on two academic points: "Theory and practice of reading" classes on each educational level and focusing research efforts to improve readership culture of adults, including development of the so called "Acmeology of reading". ; Объектом статьи являются факторы и причины плохих результатов в чтении болгарских 15-летних школьниках в международных исследованиях PISA. Начальной точкой анализа являются критические результаты последних четыре исследований – 2000, 2006, 2009 и 2012 г. Цель анализа состоит в том, чтобы поставить на обсуждение темы и незатронутые ракурсы чтения, в которых могут прятаться причины критических результатов грамотности чтения, в том числе всего Европейского Союза. Заданиями статьи являются: поиск аргументов и доказательств в ...

Russian: Исследование защищает тезис, что дигитальные книги производят редукцию характеристик коммуникационного средства "книги" и превращают себя в "не-книги". Здесь прослежены два аспекта: первый, это обреченность провала коммерческой (платной) дигитальной книги; второй относится к концу дигитальной книги как категории "книги". Симптомы неуспеха коммерческой дигитальной книги проявляют себя в снижении рыночного прироста е-книги, в изменении определения книги от товара в услугу, в ее бесплатности, в родительском и читательском отпоре. Ключевые факторы этого отпора мы видим в компрометировании познания и учебы и в нарушении читательского права. Можно указать и на причину провала дигитальной книги как категории "книги" – фактор манипулируемости и содержанием, и форматами. Вывод таков: инвестиционние политики нужно направлять к изданию печатных книг, а дизайнерские инновации нужно ориентировать на физические издания и выложить их на бумагу и в печать.
Ключевые слова: электронная книга, издательское дело, электронное издательство, будущее книг, психология чтения