지상파 방송의 저널리스틱 필란트로피 캠페인 사례 분석: SBS 나도펀딩 사례를 중심으로

초록

Due to changes in the broadcasting market, terrestrial broadcasters must compete not only between channels but also with cable and new media. Furthermore, terrestrial broadcasters struggle to regain their former trustworthiness as internal discord and managerial crises are intertwined with reduced advertising and program sponsorships. In essence, they need to find answers to an uncertain future. This study proposes journalistic philanthropy as a means to restore trust through strategic communication between viewers and terrestrial broadcasters. As a case study, we analyzed SBS News's Nado-funding. This initiative by SBS represented proactive and committed social responsibility, which domestic and international media had not previously attempted. Combining terrestrial broadcasting news, online news, and crowdfunding, it pioneered a philanthropic communication strategy that could draw real-time public participation. Also, by actively leveraging new media, Nado-funding expanded its audience and had a positive impact not only on news consumers but also producers. This study presents journalistic philanthropy as a solution for the management crisis of terrestrial broadcasters and impaired credibility. This study also provides a useful perspective on new forms of strategies that media should review and develop to practice public obligations in a broader sense, such as social responsibility and ESG.

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