The Impact of Electronic Textbook Applications on the Structure of Social Communications in Educational Publishing

The article aims to provide a theoretical understanding of the changes in the social communication environment of educational publishing resulting from the development of electronic applications for textbooks. The relevance of this study lies in the search for a concept of a high-quality cross-media textbook. The research methodology is based on a socio-communicative approach. The key features of the educational publishing domain have been identified, providing grounds for considering it a social communication institution. Based on Gerhard Maletzke's mass communication model, models of communication fields for printed and cross-media textbooks have been created. Using the method of comparing communication environments, the main differences in the communication activities of educational publishers are described. The position of cross-media textbooks in the communication field is described using data obtained during five years of work and research at an educational publishing house. As a result, it was determined how digital channels of information delivery affect the form and content of cross-media textbooks. The changes in communication interaction between the publishing object and the audience are outlined. The communicative purpose of a cross-media textbook is substantiated. The identified communication relations will help to form a system for assessing the quality of a printed textbook with an electronic application.