ABSTRACT
Civil society organisations are an essential part of democratic life in Turkey. Within a climate of disinterest, distrust and fear towards giving, the way forward is based on the empowerment of engaged individuals and the organisation of civil society. It is equally critical that active citizens collaborate with civil society organisations to mobilise civil society and raise awareness of its potential. It is, therefore, necessary to develop communication systems that will facilitate being and doing together. This research herewith delves into Turkey’s donation culture with a focus on transmediality. It bases its framework on Freeman’s transmedia charity model and the Adım Adım (Step by Step) charity platform in Turkey, exploring tangible sub-layers to the concepts of community media (circulation, close encounter, solidarity, empowerment, longevity), participation media (merchandising, donating, volunteering, creating and sharing stories, holding events and meetings) and documentary media (performance, links, messages, themes, archive and reporting). It investigates whether the transmedia charity can aid in developing a sustainable donation system that motivates individuals and civil society to work together to achieve their goals.
