Предизвикателства пред медийната комуникация на социални каузи
Challenges for Media Communication of Social Causes

Author(s): Zarina Vasileva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: prosocial behavior; social causes; charity; media; communication
Summary/Abstract: The media have considerable resources to induce prosocial behavior. It is in their power to provide information, arouse interest, and provoke necessary action. Are media making effective use of these resources for social cause success? What are the effects of social cause communication and what challenges does the media face?

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