The strategy of media representation of charitable foundations established by famous individuals

The subject of the research is the content of the websites of charitable foundations in the Russian Federation founded by prominent figures (singers, actors, etc.). The object of the research is the media representation strategy of the charitable foundation in relation to the founder's presence in the media, their creativity, and personal circumstances of life. The author examines aspects of the topic such as the content of the homepage, news on the site in their visual and syntactic formatting, and the connection of the identified strategy with the foundation's focus on various pathologies. Special attention is paid to the formulation of three types of strategies, conditionally named "active activity," "significant absence," and "integration." The choice of a specific strategy is determined by the nature of the foundation's assistance concerning its beneficiaries: whether the assistance is aimed at curing the disease (if possible) or maintaining the quality of life with health limitations. Research methods used include complete sampling, content analysis, and structural-semantic analysis of the corpus of headlines obtained through complete sampling. The main conclusions of the study concern the the three strategies of the relationship between the positioning in the media space of the charitable foundation and the specific person: the founder's active involvement as an example of a "success story" inspiring the foundation's beneficiaries, significant absence as a strategy of silence about the tragic story that inspired the foundation's creation, and integration into the context of creativity aimed at expanding knowledge about the disease and assisting patients. A significant contribution of the author to the study of the topic is the description of the syntactic structure of news headlines that form the above-mentioned strategies, as well as the connection between the headline, the text, the visualization on the website, and the overall amount of content. The novelty of the research lies in the examination of the media representation strategy of charitable foundations associated with personalities famous not for their charity work: it traces how the media presence of the charitable organization is linked to the context of the founder's creativity and life.