Media transformation of socially responsible projects

Abstract

Іntroduction. In the conditions of uncertainty against the background of the state of war in Ukraine, the analysis of socially responsible projects, their adaptation to the media space, support of spheres that initiate social changes is relevant. Problem. Wartime significantly affected the de­velopment of all spheres, especially sports, reduced the level of activity of enterprises, actualized the need to transform mass media and strengthen socially responsible projects. The aim of the article is the development of recom­mendations on measures to strengthen mass media activities in terms of socially responsible marketing for Ukrainian enterprises, using the example of football clubs, in the conditions of martial law. Methods. General scientific methods such as synthesis, comparison and generalization are applied. Results. The media transformation of socially responsible projects during the military aggres­sion of the Russian Federation against Ukraine was studied, the dynamics of the level of influ­ence of social media platforms on brand popula­rity were analyzed, measures were proposed to increase media activity in the direction of so­cially responsible marketing, today, using the example of football clubs in the field of sports, recommendations for further work were develo­ped and adaptation to realities. Conclusions. Structural changes and pecu­liarities of media transformation of socially res­ponsible projects during the military aggression of the Russian Federation on the territory of Ukraine caused a reorientation of the strategic goals of all spheres of activity. The results of the analysis of the activities of media sector enter­prises using the example of the sports sphere allowed us to determine the approach by which media transformation increases the importance of social initiatives. It has been established that football brands must find a balance between com­merce, social utility and consumer needs. Media enhancement measures combined with marke­ting technologies remain an integral part of business as they facilitate social communication. The prospect of further research is seen in the systematization of scientific and methodo­logical principles and the construction of a stra­tegy for socially responsible marketing of enter­prises in the field of sports.