LONG AND SHORT FORMS OF MEDIA TEXTS IN THE ONLINE MASS MEDIA: THE CHOICE OF A UKRAINIAN READER

The article deals with the issues of the forms of media texts in the online mass media, in particular, their consumer potentials among the audience have been analyzed. The main objective of the study was to find out which of the media texts – short or long – a Ukrainian reader of online mass media prefers. It became possible to achieve by conducting a survey with the elements of the experiment while methods of comparative analysis, generalization and formalization enabled to process the empirical material. The aurhor also analyzes the advantages and disadvantages of various forms of media texts and how tendencies of popularity of different materials with online audience have been changed. According to the survey, only a small majority of Ukrainians would choose to read a short text, moreover, here is almost no difference which texts – short or long – a reader would share on social media. The article also explains the reasons why Ukrainian Internet users choose materials that are different in form.