COMMUNICATIVE SUPPORT AND IMPLEMENTATION OF CHARITY INITIATIVES BY JOURNALIST TEAMS IN THE CONDITIONS OF WAR

Abstract

The study of the vectors of deepening the interaction between journalism and philanthropy during the war is based on the results of an expert survey using a questionnaire of media owners (December 4, 2023–December 10, 2023; n = 26). The orientation of users towards systematic charity work both as a personal person and as a member of the work team was established, where 34.6 % of respondents confirmed the constant work in the media they represent of holding charity meetings, another 23.1 % of editorial offices periodically organize such meetings, and 26.9 % join the initiatives of other organizations. Military personnel (92.3 %), children (65.4 %), the seriously ill (57.7 %), animals (65.4 %), and the elderly (50 %) are mostly recipients of such assistance. The polyphony of charitable activities in the structure of informational interest of Ukrainian media at medium (42.3 %) and high levels (30.8 %). Such activity is aimed at benefiting society (76.9 %) and the charitable organization that accumulates it (53.8 %). Mostly, the heart of media people responds to the requests of volunteers whom they trust (65.4 %) and individual activists with local initiatives (34.6 %). In the context of communicative support, the media provide publicity for announcements about needs and current meetings (80.8 %), contribute to the formation of a receptive image of a charitable organization (76.9 %). The optimal forms for the presentation of a charity initiative are the objective justification and the amount, purpose and deadlines (53.8 %), and messages in the format of storytelling (46.2 %) Under no circumstances should these be neutral and impersonal appeals (0 %). 91 % of respondents believe in the victory of our state against 8 % who are not sure about it.