Manageability of youth media volunteering: characteristics of activity and organizational conditions

Abstract

The article is devoted to the study of the experience of young Russians in media volunteering, with the objective of identifying the potential of this type of prosocial activity and determining the conditions for its expansion among youth. The analysis of scientific literature and the results of a sociological survey of youth in the Sverdlovsk region aged 14 to 35 years enabled us to identify the factors and characteristics that facilitate the activation of the subjectivity of the youth in media volunteer initiatives. It was found that in order to increase the manageability of digital volunteering among youth, potential media volunteers must understand the value of their activities in the media. It is necessary to expand interaction not only between the organizers of volunteer activities and volunteers, but also between volunteers and beneficiaries. This condition is also connected with the need to broadcast in the public space both the initiatives themselves and the qualitative changes in the lives of beneficiaries that have occurred thanks to the help of media volunteers. The next important element is the choice of communication channel with potential volunteers. Social networks and online platforms are the most convenient and easy to use for both the organizers and the volunteers themselves. It has been demonstrated that if modern youth possess fundamental digital literacy skills, the primary motivation for participation in media volunteer initiatives among young Ural residents is the prospect of acquiring new knowledge and skills for their professional development. The study indicated that for the effective management of this type of volunteering, a supportive digital environment, which is currently being established in our country through the implementation of federal digital platforms, is crucial. Young Russians are well acquainted with both the "Dobro.RF" online platform and the online portal "We decide to". The results obtained can be used by organizers of social projects in the non-profit sector to improve the efficiency of recruiting young volunteers and expand their functionality.