비영리조직 소명과 기금조성활동 메시지의 의미와 유형에 관한 연구 = 사회서비스 비영리조직을 중심으로

다국어 초록 (Multilingual Abstract)

This study is based on the rhetorical perspective of public relations. The fantasy theme analysis has been applied to analyze the NPOs' mission and the fundraising message which have collected from newspapers and magazines published by NPOs in 2004. First of all, three rhetorical visions have been found from mission message, which are 'to cultivate human's better nature', 'to create community culture', and 'to change human being and society'. Secondly, three rhetorical visions from fundraising message of social service NPOs have been found, which are 'the relationship of material assistance', 'the relationship of expanding family emotion', and 'the relationship of reciprocal education'. Third, it is found similar meanings between rhetorical visions from mission and fundraising message and some relations appear between two types of visions. In conclusion, this study implied that the public relations is able to be approach to fundraising, and expecially rhetorical perspectives in public relations is base of meaning management on fundraising.

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