The article reveals the features of media volunteering as the promising area of volunteerism. The functional characteristics of this activity are determined. Based on the data of a sociological survey, a sociocultural portrait of young media volunteers of the Sverdlovsk region is revealed. It is concluded that the experience of media volunteering is associated with the versatile activity of young people, their hobbies, the youth personal development and their involvement in socio-cultural and political life. This type of volunteering accompanies the traditional volunteer participation in the ordinary life of the youth, rather than being its separate direction.