VOLUNTEERS AS A DRIVING FORCE OF DIGITALIZATION OF SOCIAL SUPPORT IN RURAL COMMUNITIES

Abstract

The article examines the phenomenon of volunteer digital mediation as a driving factor in the digitalization of social support in rural territorial communities of Ukraine. It identifies the specific features of access to digital social support services for residents of rural areas, including challenges related to the digital inclusion of older adults, persons with disabilities, internally displaced persons, and other vulnerable groups. It is substantiated that volunteers act as intermediaries between recipients of social support and digital platforms by providing informational assistance, registration support, consultations on the use of electronic services, and training in basic digital literacy skills. The article analyzes innovative practices of cooperation between social service providers, civil society organizations, and volunteer initiatives that use digital tools to collect needs, communicate with recipients of support, mobilize community resources, and provide targeted assistance. Models of digital volunteer support are presented, including online communities, chatbots, remote consulting services, and digital hubs based in educational and cultural institutions of the community. The study proves that the involvement of volunteers in the digitalization of social support expands population access to social services, enhances inclusive social interaction, and contributes to the strengthening of social cohesion in rural communities. The article systematizes models of digital volunteer mediation based on the analysis of practices implemented in rural territorial communities.