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Audience motivations to donate: the case of the Catalan telethon 'La Marató de TV3'

Marta Domènech Baldó, Stijn Joye UGent and Pieter Maeseele (2012) CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES. 4(1). p.57-71
abstract
Although Spain was in the midst of an economic and financial crisis, the 2010 edition of the Catalan telethon ‘La Marató de TV3’ managed to raise a record number of donations. While scholars generally refer to compassion to explain the success of telethons, an online survey of 348 Catalans reveals an additional set of audience motivations to donate. Alongside the element of compassion, the survey points towards community feeling and a set of production values. The latter include advertising, video testimonials and the carefully built up credibility of the organising broadcaster and of the project. Nonetheless, the data also hint at a latent tendency towards compassion fatigue as only 38.2% of the respondents did donate while between 62.4% and 86.8% expressed a willingness to do so. The study illustrates the potential of telethons to ward off such a tendency by motivating the audience in other ways rather than simply appealing to compassion.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
journal title
CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES
Catalan J. Commun. Cult. Stud.
volume
4
issue
1
pages
57 - 71
ISSN
1757-1898
language
English
UGent publication?
yes
classification
A2
copyright statement
I have transferred the copyright for this publication to the publisher
VABB id
c:vabb:329321
VABB type
VABB-1
id
1981644
handle
http://hdl.handle.net/1854/LU-1981644
date created
2012-01-10 13:20:44
date last changed
2012-04-25 15:22:28
@article{1981644,
  abstract     = {Although Spain was in the midst of an economic and financial crisis, the 2010 edition of the Catalan telethon {\textquoteleft}La Marat{\'o} de TV3{\textquoteright} managed to raise a record number of donations. While scholars generally refer to compassion to explain the success of telethons, an online survey of 348 Catalans reveals an additional set of audience motivations to donate. Alongside the element of compassion, the survey points towards community feeling and a set of production values. The latter include advertising, video testimonials and the carefully built up credibility of the organising broadcaster and of the project. Nonetheless, the data also hint at a latent tendency towards compassion fatigue as only 38.2\% of the respondents did donate while between 62.4\% and 86.8\% expressed a willingness to do so. The study illustrates the potential of telethons to ward off such a tendency by motivating the audience in other ways rather than simply appealing to compassion.},
  author       = {Dom{\`e}nech Bald{\'o}, Marta and Joye, Stijn and Maeseele, Pieter},
  issn         = {1757-1898},
  journal      = {CATALAN JOURNAL OF COMMUNICATION \& CULTURAL STUDIES},
  language     = {eng},
  number       = {1},
  pages        = {57--71},
  title        = {Audience motivations to donate: the case of the Catalan telethon 'La Marat{\'o} de TV3'},
  volume       = {4},
  year         = {2012},
}

Chicago
Domènech Baldó, Marta, Stijn Joye, and Pieter Maeseele. 2012. “Audience Motivations to Donate: The Case of the Catalan Telethon ‘La Marató De TV3’.” Catalan Journal of Communication & Cultural Studies 4 (1): 57–71.
APA
Domènech Baldó, M., Joye, S., & Maeseele, P. (2012). Audience motivations to donate: the case of the Catalan telethon “La Marató de TV3.” CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES, 4(1), 57–71.
Vancouver
1.
Domènech Baldó M, Joye S, Maeseele P. Audience motivations to donate: the case of the Catalan telethon “La Marató de TV3.”CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES. 2012;4(1):57–71.
MLA
Domènech Baldó, Marta, Stijn Joye, and Pieter Maeseele. “Audience Motivations to Donate: The Case of the Catalan Telethon ‘La Marató De TV3’.” CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES 4.1 (2012): 57–71. Print.