The paper considers the image of such a social institution as a multi-child family in mass media. The goal of this study is to evaluate the attitude to large families in mass media, as well as the influence of mass media on the formation of the image of a large family. Regional and federal mass media were considered as objects of observation. Since this information covers a large audience, for the analysis, specific keywords were selected. The research methods included content analysis of mass media and the construction of a tag cloud.