Literary blogs and podcasts as formats of book media events

Using the example of literary-specialized blogs the article shows the gradual virtualization of readers' practices, the changes in book perceptions in the media environment, and the overall mediatization of Russian book culture. The main problem raised in the article: how digital technologies transform book culture, what are the specifics of these changes, and is it possible to preserve the key meanings of the Russian book culture in the context of convergence of traditionalism with the new cultural reality. The purpose of the article is to consider literary blogs and podcasts as book media formats in the context of the global cultural agenda and changes in the field of Russian book consumption. The author treats different aspects of book's phygitalization and digitalization, its rootedness in the media space and the need for media support; compares popular online readers services and media projects on reading popularization. The main conclusions are: it is impossible to imagine modern readership outside the media and blogosphere, primarily due to their high communicative capabilities. Book services provide a virtual platform for discussing what is read, initiating a dialogue; blogs are one of most popular and effective tools for orientation in the literary process and the development of book communication; blogosphere changes the perspective of the perception of book culture, offers non-standard approaches to its understanding.