언론사의 사회공헌활동에 대한 효과 연구 = 공익유형과 기금마련방식을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate if the effects of corporate social responsibility (csr) that media carries out change according to what csr involve. The research aims to have a look at how differently people perceive the intention of media and how the attitude of media changes in the light of types of public interests and fund-raising plan for csr through the laboratory research. The result shows that the more altruistic the intention of media that carries out csr tends toward, the more reliance and favorability on media are made. While there are some differences on perceiving the intention altruistically according as what type of csr media provides, the fund-raising way does not have an effect on attribution to altruism. It is found out that csr produce positive change of attitude on reliance and favorability on media. For fund-raising plan, corporate sponsorship has more positive reliance and favorability than donations from readers do. Especially, in case of the field of art, corporate sponsor has more influence on the degree of favorability compared to donations of readers.

참고문헌 (Reference)

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