| Abstract [eng] |
Volunteering is a distinctive form of social solidarity that brings society together and compensates for areas not covered by formal institutions. In contemporary society, the perception, attractiveness, and conditions for engagement in volunteering increasingly depend on the image constructed in the public sphere. Although research on volunteering exists, most studies conducted in Lithuania focus on the concept of volunteering, changes in its scope, and its historical context. There remains a lack of research analyzing how non-governmental organizations (NGOs) themselves deliberately shape the image of volunteering and what communication strategies they employ for this purpose, which provided the impetus for this study. This thesis analyzes the formation of the image of volunteering in Lithuania, emphasizing the role of communication in NGO activities in the context of changing forms of volunteering and the prevalence of conflicting societal interpretations. The study involved communication representatives from twelve different NGOs. Data were collected through semi-structured interviews and analyzed using thematic analysis. The results of the empirical study reveal that the image of volunteering in NGO communication is formed as a consistent, long-term process characterized by ongoing tension between problem-focused messaging, audience emotional fatigue, and ethical and confidentiality constraints. Organizations balance between problem-oriented and positive change narratives, move away from mass persuasion logic, and instead focus on selective, value-based communication aimed at reaching individuals for whom volunteering may become a meaningful and long-term choice. The study also demonstrates that the credibility of the volunteering image is strengthened by volunteers’ authentic experiences, community-building practices, and the presentation of a realistic portrayal of volunteering, which reduces the gap between an idealized image and actual practice. At the same time, volunteering communication operates in interaction with entrenched societal stereotypes and negative narratives; therefore, organizations adopt educational and explanatory communication approaches to gradually redefine the meanings of volunteering within public discourse. The findings of this study contribute to the development of volunteering communication research in Lithuania and may be applied in NGO communication practice when planning consistent, value-based, and long-term engagement-oriented strategies for shaping the image of volunteering. |
