: 46-55
State Tax University

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.

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