ИСТИНА

The dissertation solves the current scientific problem of reintegrating the book as an old medium into the innovative media content production industries through producer mechanisms. The dissertation thesis is that the publisher can be considered as performing the functions of a producer for the media content industries. The purpose of this study is to prove that it is possible, by following a producer model of management, to create a publisher, which will produce cross-media and transmedia book projects. The theoretic part of the study is based on concepts by Marshall McLuhan, Niklas Luhmann, Friedrich Kittler, Hartmut Winkler, Regis Debray, Stig Hjarvard, Henry Jenkins, Paul Otlet, Ani Gergova, Alisa Belovitzkaya, Milena Tsvetkova, Vesselina Valkanova, Dobrinka Peicheva. Methodology of the study: an interdisciplinary approach combining book studies and media studies; bibliographic method, communication method, analytic-synthetic method of processing theoretic and empirical information, empirical sociological research, discriminant and correlation-regressive analysis, modeling. Study results: experimentally approbated, theorized and converted into practical models are three book producing publishing projects − centrifugal (sunburst) model for cross-media multi-platform projects, pyramid (hierarchical) model for remaking and remixing old content and genealogical (tree) model for transmedia publishing projects. Main contribution: creating a concept for book publishing based on the principles and practices of media producing. Practical scientific contribution: three authorial producing projects for publishing and distributing a printed book of fiction.