Main Article Content
Introduction. Emancipation processes in Dnieper Ukraine contributed to expansion of the readership and appearance of
the prints “for the people,” created for educational and commercial purposes. The ways of anti-alcohol theme representation in
both groups of publications revealed the multilayered cultural fi eld of the language of communication with the “new readers,”
which was formed in the process of their enculturation into the expanse of modern public communication.
Purpose. The purpose of the research is to consider the models of representation of anti-alcohol attitudes in Ukrainian
popular editions of educational and commercial character at the turn of the 19th-20th centuries. The research methodology
is based on application of the interdisciplinary approach at the intersection of cultural and reading history, bibliography and
Results. Ukrainian-language prints on anti-alcohol topics have been identifi ed. Strategies of their development and
specifi city of their ideological and theoretical content were analyzed.
Originality. The “cultural fi eld” of anti-alcohol prints “for the people” has been studied as a multilayered synthesis
of ideas and perceptions, which the authors tried to adapt in accordance with their own goals and perception of “the new
Conclusion. Ukrainian intellectuals reinterpreted the problem of alcoholism in a modernist and educational paradigm.
By popularizing scientifi c achievements, they used rhetorical techniques of anti-alcohol propaganda of the authorities and
the Orthodox Church, Ukrainian religious literature, appealed to the common perceptions of the peasants and to the national
intellectual traditions. When formed the ideas of the modern cultural world, they tried to infl uence changes in the way of life
and identifi cation of the peasants, offered examples of orientation in social and political life, contributed to the expansion of
the Ukrainian cultural space. Compilers of commercial editions in Ukrainian mastered the theme on the border of formulas
of popular literature, forklore tradition, and narrow-minded views on the problems of culture. Their writings were a medium
between “high” and “popular” culture, another way of public communication.
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