СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ МЕДІА В УМОВАХ РОСІЙСЬКО-УКРАЇНСЬКОЇ ВІЙНИ

Abstract

<p><strong><em>The purpose </em></strong><em>of the study is to characterize the trends of the development of social responsibility of the media.</em></p><p><strong><em>Research methodology</em></strong><em>. The effective operation of mass media as business projects is part of the development of the Ukrainian economy. The management of media business should be based on the concept of sustainable development proposed by G. Daly «Beyond growth. Economic theory of sustainable development». Corporate social responsibility is considered at the microeconomic level: corporate social responsibility and business social responsibility.</em></p><p><strong><em>The results</em></strong><em>. The article is devoted to the social responsibility of the media in the new crisis situation. Traditionally, the social responsibility of the media is considered in the context of working with the audience, compliance with professional standards in order to create a quality journalistic product, but the social responsibility of the media is also the provision of decent working conditions for media specialists. Models of social responsibility of business in society have several basic variants of corporate responsibility of business. The current situation in the field of media business has received new concepts of corporate activism and corporate social responsibility. The subject of the research is actualized in the context of changing the conditions of media business functioning during the war, creating a number of challenges for media communities. The modern media business suffered significant losses during the war, which affected the working and living conditions of media specialists.</em></p><p><strong><em>Novelty.</em></strong><em> The social responsibility of the media increased in the new crisis conditions, which were the beginning of the active phase of the Russian-Ukrainian war, the informational component of the war also increased, and Ukrainian media workers demonstrated solidarity and the ability to work for the benefit of public interests. The social standards of newsrooms have also undergone changes, emphasizing the social insecurity of media workers.</em></p><p><strong><em>Practical significance</em></strong><em>. The results of the research can be used in the process of studying communication courses, forming media reality of the specialties «Journalism», «Advertising and public relations», «Information affairs», as well as by media practitioners in issues of interaction with the audience.</em></p><p><strong><em>Key words</em></strong><em>: corporate social responsibility, mass media, social media, media reality, anti-discrimination practices, European democratic values, journalist's professional ethics.</em></p>