AbstractsCommunication

Audience Attitudes Towards Charity Campaigns

by Razieh Moatamedi




Institution: Roskilde University
Department:
Year: 2014
Keywords: Audience Attitudes; Charity Campaigns
Record ID: 1121343
Full text PDF: http://rudar.ruc.dk/handle/1800/17115


Abstract

This project reviews existing communication studies, and interviews, and analyses the differences that rely on gender and other aspects which could have an effect on the audience attitudes towards charity donation. The project provides a brief knowledge of the giving concepts, and reviews the primary theoretical approaches. It also examines the effect of media term from audience perspectives. Specifically, the Audience studies, Moral development and Caring motivation are discussed. The focus of this project relies on how audience reflected on charity and different types of charity advertisements.