MEDIA COMMUNICATIONS STRATEGY OF CHARITABLE ORGANIZATIONS IN THE MODERN CONDITIONS OF CONVERGENCE AND VISUALIZATION

Parfenova E. L.

The article is devoted to the study of the theory and methodology of the media communications strategy of charitable organizations in the modern conditions of convergence and visualization. The author substantiates the relevance and significance of the research topic. The position is expressed that the ecosystem of a charitable organization includes several segments ("classes") of the target audience, the communication strategy of the fund should be oriented towards establishing a permanent social connection with each of them. It is assumed that the solution to this problem is possible through symbiosis (convergence) of traditional and new media with an emphasis on visual content, with the subsequent integration of these principles into the ideological basis of the media communications strategy of the charitable organization. The author's interpretation of the term "media communication strategy" is proposed, its structure is developed considering the specified principles, the content and meaning of each individual component is described, including the use of the principle of accommodation of classical communication methods (establishing social contact with the target audience), a description of the optimal methodology for its organization and implementation is given.

Keywords:media communications strategy, charitable organization, media communications convergence, visualization tactics, social contact, social connection, social technologies