Portrayals of Volunteering on U.S. Television: A Textual Analysis

Abstract

Volunteer managers identify challenging tasks, such as volunteer buy-in, retention, and role matching. Successful management of these tasks is influenced by how volunteers anticipate and perceive their volunteer experience. Volunteers receive and interpret messages about the drivers, rules, and expectations of giving one’s time and expertise from what they observe in the media. Television portrays how society perceives volunteering and compulsory community service. We used textual analysis to interpret portrayals of volunteering in 104 storylines on U.S. television. Television characters portrayed as volunteers were primarily motivated by civic duty, committed on a short-term basis, and had a positive experience. The volunteer manager was often absent. The intended beneficiary need not be present because the volunteer was the ultimate beneficiary. The storylines on TV excluded important components of the volunteer experience, meaning volunteer managers may need to take steps to mitigate problems associated with unrealized expectations of the TV binge-watching volunteers.