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This study analyzed the symbolic reality of non-profit fund-raising in newspapers using the fantasy theme analysis. The study assumed fund-raising as the most active public relations activity in non-p...
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This study analyzed the symbolic reality of non-profit fund-raising in newspapers using the fantasy theme analysis. The study assumed fund-raising as the most active public relations activity in non-profit organizations. The purpose of this study is to categorize rhetorical types utilizing fantasy themes out of donation-related stories in daily newspapers. This study also investigated the meaning and narrative structure of fund-raising messages. The study analyzed 98 articles and found three rhetorical visions, 'donation as sharing,' 'donation as social obligation,' and 'donation as charity and sympathy'. These visions had many kinds of fantasy themes such as scene, dramatized persona, plot, and sanctioning agent themes. Three rhetorical visions also had drama structures and master analogues. The 'donation as sharing' vision was dominant among other competing visions. The importance of this study lies in the application of the fantasy theme analysis into the fund-raising message, which is the social issue in newspapers. Also it is expected that future studies can apply the results of this study to donor segmentations and message designs.
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abstract