Formation of a Positive Image of People with Disabilities in Modern Russian Media as the Basis for their Social Inclusion

Introduction. The social policy of the Russian state is aimed at involving socially vulnerable groups of the population in all spheres of social life. One of the most important mechanisms of social inclusion is the formation of a positive image of people with disabilities in modern Russian media. Studying the features of the representation of people with disabilities in various types of media will form the basis for their future sociological monitoring and the creation of a positive image of people with disabilities in Russian society. Methodology and sources. The methodological basis of the study is the works of Russian and foreign sociologists devoted to the problems of social inclusion of people with disabilities. An integrative and inclusive approach is substantiated to ensure a transition from solving situational problems to the comprehensive implementation of inclusive practices for people with disabilities. The main research method is qualitative content analysis of articles from federal media and social media. Results and discussion. The conducted research and comparison of its results with a previously performed analysis of the representation of people with disabilities in the federal media made it possible to identify the main features of the formation of a positive image of people with disabilities in social media in accordance with the principles of social inclusion. In social media, the image of people with disabilities, more often than in traditional media, is constructed through the stories of individual representatives of this social group, a description of their life and everyday life. Such an approach, according to the authors, is a more effective tool for the social inclusion of people with disabilities than materials about the social group as a whole and the benefits provided to them, which more often appear in traditional media. Also, a special approach requires studying the comments under the main materials, which are the main difference between social media and traditional media. Conclusion. Based on the author's comparative research, conclusions are drawn about differences in the representation of people with disabilities in traditional media and social media. Based on these findings, directions for improving the activities of Russian media in creating a positive image of people with disabilities are formulated, and recommendations for further study of the representation of people with disabilities in the media are presented.