Telethon Viewing, Social Capital, and Community Participation in South Korea

摘要

Working from social capital and cultivation theory, this study suggests one mechanismrnunderlying participation in altruistic activities in South Korea. Specifically, the studyrntested a model that explores a sequential relationship among telethon viewing, twornresources of social capital (trust and neighborliness), and the intention to participaternin altruistic activities. The results of the Web survey conducted for this study showed thatrntelethon viewing affected trust and neighborliness, subsequently spurring the intention tornparticipate in altruistic activities. The study will be useful in helping communicationrnresearchers and community development practitioners design effective messages andrnpolicies to advance community social agendas.