Manageability of youth media volunteering: characteristics of activity and organizational conditions
Research Article
How to Cite
Pevnaya M.V., Minchenko D.V., Pochatkova E.I. Manageability of youth media volunteering: characteristics of activity and organizational conditions. Science. Culture. Society. 2024. Vol. 30. No. 2. P. 99-115. DOI: https://doi.org/10.19181/nko.2024.30.2.7 (in Russ.).
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.
Keywords:
manageability, media volunteering, youth, volunteering, organizational conditions, subjectivity of youth
References
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28. Krasnopolskaya I. I., Guseva P. D., Meijs L. [et al.]. Determinants of the Episodic Volunteer Satisfaction. Monitoring of public opinion: economic and social changes. 2022;(2):384–408. (In Russ.). DOI 10.14515/monitoring.2022.2.2113.
29. Batykov I. V., Batykova A. V., Bykov A. V. [et al.]. Youth employment in the motivational and structural dimensions. Information and Analytical Bulletin of the Institute of Sociology FCTAS RAS. 2017;(2):1–129. (In Russ.). DOI 10.19181/inab.2017.2.
30. Merzlykov A. A. The problem of subjectivity in the sociology of management. Sociologicheskaja nauka i social’naja praktika. 2018;6(4):95–104. (In Russ.). DOI 10.19181/snsp.2018.6.4.6087.
31. Tikhonov A. V., Shilova V. A., Akimkin E. M. [et al.]. Sociology of management: strategies, procedures and research findings. Moscow: Kanon+; 2010. ISBN 978-5-89697-166-5.
2. Molchanov S. V., Almazova O. V., Poskrebysheva N. N. Ideas about volunteering among modern youth. National Psychological Journal. 2020;(4):125–136. (In Russ.). DOI 10.11621/npj.2020.0410.
3. Mersianova I. V., Briukhno A. S. Digital volunteer platforms: Russians' willingness to use them and application potential. Monitoring of Public Opinion: Economic and Social Changes. 2020;(6):357–375. (In Russ.). DOI 10.14515/monitoring.2020.6.1732.
4. Hustinx L., Lammertyn F. Collective and reflexive styles of volunteering: A sociological modernization perspective. Voluntas. 2003;14(2):167–187. DOI 10.1023/A:1023948027200.
5. Seddighi H., Salmani I. Online volunteering, a way to reduce health inequalities: a review study. Journal of Community Health Research. 2018;7(4):256–264. DOI 10.18502/jchr.v7i4.273.
6. Ackermann K., Manatschal A. Online volunteering as a means to overcome unequal participation? The profiles of online and offline volunteers compared. New Media & Society. 2018;20(12):4453–4472. DOI 10.1177/1461444818775698.
7. Basheva O. A., Ermolaeva P. O. Digitalization of the Russian emergency volunteers’ activities: a pandemic impact or an independent development trend? Monitoring of Public Opinion: Economic and Social Changes. 2020;(6):376–402. (In Russ.). DOI 10.14515/monitoring.2020.6.1746.
8. Pevnaya M. V., Shuklina E. A., Bystrova Т. Yu. [et al.]. Social participation of youth in urban development: methodological ideas, methodological approaches and experience in researching constructive practices. Ekaterinburg: Ural University Press; 2020. (In Russ.). ISBN 978-5-7996-3170-3.
9. Dunas D. V., Vartanov S. A. Emerging digital media culture in Russia: modeling the media consumption of Generation Z. Journal of Multicultural Discourses. 2020;15(2):186–203. DOI 10.1080/17447143.2020.1751648.
10. Zeer E. F., Tserkovnikova N. G., Tretyakova V. S. Digital generation in the context of predicting the professional future. The Education and Science Journal. 2021;23(6):153–184. (In Russ.). DOI 10.17853/1994-5639-2021-6-153-184.
11. Dyadyk N. G. Meaningful life guidelines for college kids of the digital generation. Society and Power. 2022;(4):26–35. (In Russ.). DOI 10.22394/1996-0522-2022-4-26-35.
12. Anoshkin I. V., Sychev O. A. The relationship of youth family values with hedonism and eudemonia. The Education and Science Journal. 2019;21(8):90–111. (In Russ.). DOI 10.17853/1994-5639-2019-8-90-111.
13. Apdillah D., Panjaitan Kh., Stefanny N. T. P. [et al.]. The global competition in the digital society 5.0 era: The challenges of the younger generation. Journal of Humanities, Social Sciences and Business. 2022;1(3):75–80. DOI 10.55047/jhssb.v1i3.151.
14. Zinurova R. I., Nikitina T. N., Fatkhullina L. Z Social practices and socio-psychological characteristics of generation Z (based on the results of focus group research). Tomsk State University Journal. 2022;(476):146–158. (In Russ.). DOI 10.17223/15617793/476/16.
15. Usov V. N., Burtsev S. A., Mironov A. S. Social consequences of changing leisure preferences of modern youth: from active forms of recreation to online entertainment. Sociology. 2023;(4):204–211. (In Russ.).
16. Belyaeva L. A., Zelenev I. A., Prokhoda V. A. Volunteering in Russia: history and attitudes of the contemporary youth. RUDN Journal of Sociology. 2021;21(4):825–838. (In Russ.). DOI 10.22363/2313-2272-2021-21-4-825-838.
17. Kulminskaya A. V. Volunteering in the Internet: identification problems. Bulletin of Surgut State Pedagogical University. 2019;(5):169–178. (In Russ.). DOI 10.26105/SSPU.2019.62.5.016.
18. Boulianne S., Theocharis Y. Young people, digital media, and engagement: A meta-analysis of research. Social Science Computer Review. 2020;38(2):111–127. DOI 10.1177/0894439318814190.
19. Merzlyakov A. A. Conceptual foundations for the study of the population subjectivity. Research result. Sociology and Management. 2021;7(4):33–47. (In Russ.). DOI 10.18413/2408-9338-2021-7-4-0-3.
20. Alony I., Haski-Leventhal D., Lockstone-Binney L. [et al.]. Online volunteering at DigiVol: an innovative crowd-sourcing approach for heritage tourism artefacts preservation. Journal of Heritage Tourism. 2020;15(1):14–26. DOI 10.1080/1743873X.2018.1557665.
21. Saura J. R., Palos-Sanchez P., Velicia-Martin F. What drives volunteers to accept a digital platform that supports NGO projects? Frontiers in Psychology. 2020;11:429. DOI 10.3389/fpsyg.2020.00429.
22. Zubok Yu. A., Berezutskiy Yu. V. Social activity of youth: ideological foundations of self-regulations. Power and administration in the East of Russia. 2020;(2):89–105. (In Russ). DOI 10.22394/1818-4049-2020-91-2-89-105.
23. Molchanov S. V., Almazova O. V., Poskrebysheva N. N. Digital volunteering attitude in adolescence and youth. International Journal of Open Information Technologies. 2021;9(12):83–89. (In Russ.).
24. Trautwein S., Liberatore F., Lindenmeier J. [et al.]. Satisfaction with informal volunteering during the COVID-19 crisis: An empirical study considering a Swiss online volunteering platform. Nonprofit and Voluntary Sector Quarterly. 2020;49(6):1142–1151. DOI 10.1177/0899764020964595.
25. Carlsen H. B., Toubøl J., Brincker B. On solidarity and volunteering during the COVID-19 crisis in Denmark: the impact of social networks and social media groups on the distribution of support. European Societies. 2021;23(Sup. 1):S122–S140. DOI 10.1080/14616696.2020.1818270.
26. Smirnov V. A. Online community of Russian volunteers (on the example of social network VKontakte). Moscow State University Bulletin. Series 18. Sociology and Political Science. 2019;25(3):71–93. (In Russ.). DOI 10.24290/1029-3736-2019-25-3-90-111.
27. Naqshbandi K. Z., Liu C., Taylor S. [et al.]. «I am most grateful.» Using gratitude to improve the sense of relatedness and motivation for online volunteerism. International Journal of Human–Computer Interaction. 2020;36(14):1325–1341. DOI 10.1080/10447318.2020.1746061.
28. Krasnopolskaya I. I., Guseva P. D., Meijs L. [et al.]. Determinants of the Episodic Volunteer Satisfaction. Monitoring of public opinion: economic and social changes. 2022;(2):384–408. (In Russ.). DOI 10.14515/monitoring.2022.2.2113.
29. Batykov I. V., Batykova A. V., Bykov A. V. [et al.]. Youth employment in the motivational and structural dimensions. Information and Analytical Bulletin of the Institute of Sociology FCTAS RAS. 2017;(2):1–129. (In Russ.). DOI 10.19181/inab.2017.2.
30. Merzlykov A. A. The problem of subjectivity in the sociology of management. Sociologicheskaja nauka i social’naja praktika. 2018;6(4):95–104. (In Russ.). DOI 10.19181/snsp.2018.6.4.6087.
31. Tikhonov A. V., Shilova V. A., Akimkin E. M. [et al.]. Sociology of management: strategies, procedures and research findings. Moscow: Kanon+; 2010. ISBN 978-5-89697-166-5.
Article
Received: 10.05.2024
Accepted: 01.07.2024
Citation Formats
Other cite formats:
APA
Pevnaya, M. V., Minchenko, D. V., & Pochatkova, E. I. (2024). Manageability of youth media volunteering: characteristics of activity and organizational conditions. Science. Culture. Society, 30(2), 99-115. https://doi.org/10.19181/nko.2024.30.2.7
Section
Modern mechanisms for the implementation of youth policy
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