THE ROLE OF INNOVATIVE TECHNOLOGIES IN THE FORMATION OF YOUTH READING CULTURE

Formation and development of the reading culture of young people is one of the urgent issues today, and the role of innovative technologies in this process is incomparable. Digital technologies, in particular, electronic and audio books, online platforms, mobile applications, virtual and augmented reality (VR and AR) technologies are becoming an effective tool in increasing the interest of young people in reading books and facilitating the process of learning. In this article, the possibilities of engaging young people in reading with the help of technologies are analyzed, the positive and negative effects of technologies are studied. The article highlights the opportunities that technology creates for young people's reading, and also examines the impact on their attitude to reading. Among the positive aspects, the creation of wide access to books through digital libraries and mobile applications, the opportunity to spend time reading in different conditions through audiobooks, the possibility of sharing ideas and giving recommendations on social networks and reading platforms are important. For example, in Uzbekistan, national platforms such as "ZiyoNET" portal and "Kitob.uz" serve as an important tool in increasing the interest of young people in reading. Digital libraries like this one allow to download and read books in a convenient form, which encourages young people to be in constant contact with books. However, there are also negative effects of innovative technologies on the reading culture of young people. As a result of the use of technologies, there are risks such as a decrease in the ability to concentrate attention, an increase in dependence on technology, as well as a superficial acceptance of information. Reading through electronic devices often leads to speed reading and superficial thinking, which reduces the opportunity to fully benefit from the reading process. In order to eliminate such problems, it is important to teach young people to use technology effectively and moderately. The article contains recommendations on improving the efficiency of using innovative technologies for youth reading and reducing the negative effects. It is emphasized that it is necessary to focus on improving digital literacy, developing time management skills, and restoring the traditional approach to reading. The conclusions presented in the article serve to increase the intellectual potential of young people and develop their reading culture through the rational use of innovative technologies.