Media is expected to be used for promoting fer-tility in the Russian Federation. The paper presents a meth-odology for studying media as a social institution for sup-porting pronatalist policies. To apply this methodology, it is proposed to use typologies of sources of information about the measures of pronatalist policy in terms of the level of management and the method of publishing information, as well as the typology of the media themselves. The paper considers the implementation of the proposed methodology on the example of the text of a public speech at the federal level and the regional print media. The obtained results tes-tify to the weak use of the potential of mass media to sup-port the pronatalist policy in the Russian Federation.