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

Bumsub Jin, Soyoon Kim

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

Working from social capital and cultivation theory, this study suggests one mechanism underlying participation in altruistic activities in South Korea. Specifically, the study tested a model that explores a sequential relationship among telethon viewing, two resources of social capital (trust and neighborliness), and the intention to participate in altruistic activities. The results of the Web survey conducted for this study showed that telethon viewing affected trust and neighborliness, subsequently spurring the intention to participate in altruistic activities. The study will be useful in helping communication researchers and community development practitioners design effective messages and policies to advance community social agendas.

Original languageEnglish (US)
Pages (from-to)253-268
Number of pages16
JournalCommunication Quarterly
Volume62
Issue number3
DOIs
StatePublished - Jul 2014
Externally publishedYes

Keywords

  • Community Participation
  • Cultivation Theory
  • Social Capital
  • Telethon

ASJC Scopus subject areas

  • Communication

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