Print media portrayals of giving: exploring national ‘cultures of philanthropy’

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-11-01 DOI:10.1002/NVSM.430

Katie Mcdonald, W. Scaife

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引用次数: 20

Abstract

In their 2010 study drawing on 500 empirical philanthropy studies, Bekkers and Wiepking identified eight consistently significant giving mechanisms. The pilot study reported here extends what is known about one mechanism, values, as a giving driver, in particular considering how national cultural values apply to giving. Personal values are not formed in a vacuum. They are influenced by the wider culture and society: thus values have a socio-cultural dimension. Accordingly, this pilot research draws on media theory and cultural studies work on national ethos to explore how these national cultural values interact with giving. A directed qualitative content analysis has been undertaken to compare US and Australian print media coverage about philanthropy. The two nations share an Anglo–Saxon orientation but differ significantly in national character and philanthropic activity. This study posits that a nation's media coverage about giving will reflect its national cultural ethos. This coverage can also shape personal values, thus implications exist for theory about the antecedents of personal giving values. Wider national values may drive or stifle giving, so this wider view of values as a driver has implications also for philanthropy promotion and fundraising. Copyright © 2011 John Wiley & Sons, Ltd.

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平面媒体对捐赠的描述:探索国家“慈善文化”

在2010年的研究中，Bekkers和Wiepking借鉴了500项实证慈善研究，确定了8种一贯重要的捐赠机制。这里报告的试点研究扩展了已知的一种机制，即价值观，作为捐赠的驱动因素，特别是考虑到国家文化价值观如何适用于捐赠。个人价值观不是凭空形成的。它们受到更广泛的文化和社会的影响:因此价值观具有社会文化层面。因此，本试点研究借鉴媒体理论和民族精神的文化研究工作，探索这些民族文化价值观如何与给予相互作用。对美国和澳大利亚纸媒关于慈善事业的报道进行了直接的定性内容分析。这两个国家有着共同的盎格鲁-撒克逊取向，但在民族性格和慈善活动方面却存在显著差异。本研究认为，一个国家的媒体对捐赠的报道会反映出这个国家的文化气质。这种覆盖范围也可以塑造个人价值观，因此存在关于个人给予价值观的前提理论的含义。更广泛的国家价值观可能会推动或抑制捐赠，因此这种更广泛的价值观驱动因素也会对慈善事业的推广和筹款产生影响。版权所有©2011 John Wiley & Sons, Ltd

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.