Visual Inclusive Communication of Socially-Oriented Nonprofit Organizations on Social Media

In the context of the growing influence of social media as a primary platform for communication and public opinion formation, socially oriented nonprofit organizations increasingly leverage these digital channels to fulfill their socially significant objectives. This study formulates an operational definition of visual inclusive communication and tests a methodological framework for evaluating visual content in terms of its inclusivity. Visual inclusive communication is conceptualized as the intersection of social representation, grounded in principles of equality and non-discrimination, and technological adaptation, ensuring accessibility and multimodality in digital environments. The study develops and empirically validates an evaluative methodology for assessing inclusivity in visual media communication. The research focuses on the visual media strategies of the St. Petersburg Association of Parents of Disabled Children (GAOORDI), analyzing its visual content against the proposed criteria for inclusive representation. The methodological framework integrates critical semiotic analysis, content analysis, and discourse analysis, facilitating a comprehensive assessment of inclusivity in media discourse. The analytical approach is based on the Visual Discourses of Disability (ViDD) model, which operates along two key axes: Perspective/Personalization and Enabling/Disabling. A scoring system is applied to categorize images according to their adherence to inclusive representation principles, examining factors such as subject portrayal, audience engagement, and the rhetorical role of visual elements in shaping public perception. The findings demonstrate that inclusive visual communication strategies enhance audience engagement, dismantle stereotypes, and foster social integration. The study underscores the transformative power of visual media in overcoming perceptual barriers and strengthening public trust. By proposing a structured evaluation methodology, this research offers a practical tool for optimizing visual communication strategies in nonprofit organizations, ensuring their alignment with evolving digital media paradigms and the core principles of equity and social justice. The empirical testing of this methodology confirms that GAOORDI’s visual media communication can be characterized as inclusive.