The Characteristic and Stigma of Children and Adolescents in NPO's Fundraising Advertisement Videos in Korea

국내 비영리단체 후원모금 광고영상에 나타난 아동·청소년의 특징과 낙인

Kim, Jua;Hyun, Eunja

  • Received : 2018.11.16
  • Accepted : 2019.01.07
  • Published : 2019.02.28


The purpose of this study is to analyze the characteristics and stigma of children and adolescents, and the message types for them in NPO's fundraising advertisement videos in Korea. The subjects are 152 children and adolescents in 147 videos from seven major non-profit organizations. The analysis tools were constructed based on prior studies, and it was carried out after preliminary study. The results are as follows. First, the characteristics of children and adolescents indicated that the ratio of children and infants, main-role, poverty situation, one-parent family, and ward-role appeared the most. Second, 'general' was the highest in the stigma format, and 'hazard' and 'mark' was high in the challenge format. Third, the stigma message was the highest in message type. Finally, as of 2014, the ratio of stigma message and value-exclusion message increased, and the ratio of challenge message and mixed message decreased. The research suggests that a paradigm shift in the format of NPO's typical fundraising advertisement videos is necessary, as the videos may not protect the human rights of children and adolescents and may have negative effects such as stigma.


NPO;Media;Fundraising Advertisement;Child;Stigma