Abstract
Working from social capital and cultivation theory, this study suggests one mechanism underlying participation in altruistic activities in South Korea. Specifically, the study tested a model that explores a sequential relationship among telethon viewing, two resources of social capital (trust and neighborliness), and the intention to participate in altruistic activities. The results of the Web survey conducted for this study showed that telethon viewing affected trust and neighborliness, subsequently spurring the intention to participate in altruistic activities. The study will be useful in helping communication researchers and community development practitioners design effective messages and policies to advance community social agendas.
