Social special projects in the media: themes and features of practical implementation
DOI:
https://doi.org/10.47475/2070-0695-2026-59-1-76-82Keywords:
journalism, special project, media, strategy, mass communication, editorialAbstract
The purpose of the article is to consider the strategies for creating and implementing a social special project in the media, the goals and objectives of social design, and the tools for promoting special social projects are presented. Based on the analysis of social special projects developed by the media of the Urals (Sverdlovsk and Chelyabinsk regions) - RIA "New Day," RIA URA.ru "Regional Newspaper" (Yekaterinburg), "Magnitogorsk Worker," "Miass Worker," "Regional Television" (Yekaterinburg), the main strategies and forms of their implementation are presented. Examples of social special projects implemented and currently being implemented by the editorial offices of the Ural media are given.
The study is based on the publication of theoretical researchers specializing in the field of journalism and mass communications.
The empirical base was selected according to the thematic relationship. In total, materials of more than 50 social special projects were studied, the article presents examples of 9 special projects implemented by these media for the period 2024-2025. Some of these projects continue to be implemented in 2026.
The material presents various opinions of researchers on special design in the media, suggested the possibility of classifying social special projects in the media as journalism of complicity, on the formation of civil responsibility and a system of moral and value guidelines through such projects.
The article refers to scientific research on social journalism and social design in media, the practice of covering socially significant topics in socio-political media.
The main research methods were problem-based and structural-thematic analysis.
References
Abdokova, L. Z. (2016). Rol' sotsial'nogo media marketinga v sovremennom biznese [The role of social media marketing in modern business]. Teoriia i praktika sovremennoi nauki, 1 (7), 3–6. (In Russ.).
Barkhatov, I. V. (2023). Sotsial'nye fotoproekty v Internet-SMI [Social photo projects in online media]. Media kak faktor adaptatsii cheloveka k sotsial'nym, ekonomicheskim i politicheskim izmeneniiam: sbornik materialov Mezhdunarodnoi nauchno-prakticheskoi konferentsii. Ekaterinburg, Ural University Press, 17–21. (In Russ.).
Bogomazova, D. A. (2023). Osobennosti spetsproekta v sovremennom rossiiskom mediaprostranstve [Features of special projects in the modern Russian media space]. Mezhdunarodnyi nauchnyi zhurnal «Slovo v nauke», 15, 11–16. (In Russ.).
Voronina, L. I. (2008). Sotsial'nyi marketing i sotsial'noe upravlenie: teoretiko-metodologicheskie aspekty [Social marketing and social management: theoretical and methodological aspects]. Vestnik Cheliabinskogo gosudarstvennogo universiteta, 32, 107–114. (In Russ.).
Gatilin, A. S. (2021). Sotsial'nye proekty mestnykh SMI: osobennosti sub"ektno-ob"ektnykh otnoshenii [Social projects of local media: features of subject-object relations]. Mediascope, 3. https://doi.org/10.30547/mediascope.3.2021.3. (In Russ.).
Zatsepina, I. A. (2013). Poniatie, tipy i priznaki mediaproektov sotsial'noi napravlennosti [Concept, types and features of socially oriented media projects]. Universitetskii kompleks kak regional'nyi tsentr obrazovaniia, nauki i kul'tury: materialy Vserossiiskoi nauchno-metodicheskoi konferentsii. Orenburg, University Press, 3194–3196. (In Russ.).
Lazutina, G. V. (2014). Professional'nyi analiz zhurnalistskogo teksta kak metod nauchnogo issledovaniia [Professional analysis of journalistic text as a method of scientific research]. Voprosy teorii i praktiki zhurnalistiki, 5, 65–73. (In Russ.).
Olar', A. A. (2021). Sotsial'naia problematika v otechestvennykh internet-SMI [Social issues in domestic online media]. Iazyk. Kul'tura. Mediakommunikatsiia, 1 (2), 59–62. (In Russ.).
Panferova, V. V., Vladimirova, T. N. (2013). Gumanisticheskaia funktsiia sotsial'noi zhurnalistiki [Humanistic function of social journalism]. Sotsial'no-gumanitarnye znaniia, 2, 246–255. (In Russ.).
Pustovalov, A. V., Berezina, I. A. (2013). Novye formy zhurnalistiki vo vzaimodeistvii s grazhdanskim obshchestvom [New forms of journalism in interaction with civil society]. Vestnik Moskovskogo universiteta. Seriia 10: Zhurnalistika, 1, 40–51. (In Russ.).
Tabachnikova, M. B. (2016). Sotsial'nyi proekt kak sistema [Social project as a system]. Vestnik Voronezhskogo gosudarstvennogo universiteta. Seriia: ekonomika i upravlenie, 1, 30–36. (In Russ.).
Frolova, T. I. (2014). Predmetno-funktsional'nye osobennosti sotsial'noi zhurnalistiki [Subject and functional features of social journalism]. Izvestiia Irkutskoi gosudarstvennoi ekonomicheskoi akademii, 2 (94), 150–156. (In Russ.).
Frolova, T. I., Gatilin, A. S. (2021). Sotsial'nye proekty munitsipal'nykh SMI kak instrument razvitiia mestnykh soobshchestv i territorii: startovye osobennosti [Social projects of municipal media as a tool for development of local communities and territories: initial features]. Voprosy teorii i praktiki zhurnalistiki, 10 (3), 500–513. https://doi.org/10.17150/2308-6203.2021.10(3).500-513. (In Russ.).
Tsaregorodtseva, M. A. (2024). Sovremennoe sotsial'noe proektirovanie [Modern social design]. Ekonomika i biznes: teoriia i praktika, 4 (3), 123–127. https://doi.org/10.24412/2411-0450-2024-4-3-123-127. (In Russ.).
Tsvetov, S. V. (2022). Sotsial'nyi marketing kak tekhnologiia zdorov'esberegaiushchikh povedencheskikh praktik [Social marketing as a technology of health-saving behavioral practices]. Srednerusskii vestnik obshchestvennykh nauk, 17 (1), 71–85. https://doi.org/10.22394/2071-2367-2022-17-1-71-85. (In Russ.).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Валерий Амиров
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
