Semester
Spring
Date of Graduation
2010
Document Type
Thesis
Degree Type
MS
College
Reed College of Media
Department
Reed College of Media
Committee Chair
Diana K Martinelli
Abstract
This exploratory study examined Vuot Len So Phan , a Vietnamese philanthropy newspaper column in Sai Gon Tiep Thi, a Vietnamese newspaper from April to December 2009. Guided by framing literatures, 39 episodic frames stories portraying financially disadvantaged people were content analyzed in terms of demographics of the featured subjects and emotional phrases used in the stories. The hypothesis predicting a positive correlation between emotional phrases and money raised was supported. This means the more emotional phrases used in an episodically framed story, the more money it was likely to raise. This study found an unexpected result that donations were declining over time and stories that ran earlier in the series had a tendency to receive more donations than stories that ran later on. Photographs and demographics variables of featured subjects did not have a significant relationship with money raised with the exception of the variable of ethnicity. A moderate, positive correlation between the number of donors and the amount of donations received was found.
Recommended Citation
Pham Thi, Hong Van, "Framing and fundraising: Emotional language and money raised in a Vietnamese newspaper column" (2010). Graduate Theses, Dissertations, and Problem Reports. 4642.
https://researchrepository.wvu.edu/etd/4642