"This article examines the many factors influencing NGO advertisements and their visual representations of the Third World. Focusing on two specific advertisements, this work explores the influence of practical constraints and specific marketing techniques. Applying the work of Edward Said and Homi
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Bhabha in its analysis, this article will consider the relationship of the NGO advertisements to colonial discourse. Visual representations of the Third World that circulated into Europe during colonialism naturalized the division between white and black racial categories. This distinction, as utilized in the advertisements, is explored through Paulette Goudge's The Whiteness of Power. Following, an examination of imagery as grounded in a specific understanding of development is undertaken with reference to Arturo Escobar's work. Both advertisements' imagery is argued to be an essential part of justifying the development practices. It is concluded that as producers of visual representations, NGOs are in a position to disseminate alternative depictions of the Third World1 and, consequently, contribute to the production of new discourses within the field of development." (Abstract)
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"In 1993, this was the first book-length study of the representation of disasters in the media and of the marketing methods used by major relief agencies. In the preface to this new paperback edition which reviews the major developments in aid and in the media since the early 1990s, Jonathan Benthal
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l contests the view of some commentators that the emergence of new technologies – the Internet and the cellphone – has radically changed the balance of power between the aid system and afflicted populations. He develops his original theme to argue that a ‘stable system’ is in place, whereby representations of misery in the South are exported to the North as consumables which are continuously reciprocated by flows of humanitarian aid. When the allotted role of Third World victimhood is repudiated – for instance, by migrant workers – the North sets up stern political barriers." (Back cover)
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"1. Es posible ofrecer una nueva visión optimista sobre la realidad de las ONG y el trabajo profesional periodístico aportando numerosas pruebas, datos y referencias, que justifican el uso de la comunicación social y periodistica con el objeto de conseguir, a través de la sensibilización de la
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opinión pública y de cambios de actitud, un mayor desarrollo humano y una sociedad más justa y solidaria. 2. La disciplina más adecuada para estudiar los efectos de la comunicación en la sociedad y elaborar teorías de comunicación relevantes en este tema, es la "psicología social" que nació en los años 30 del siglo XX. Ésta se centra en los efectos, integra varias disciplinas y ofrece cierto orden en temas de comunicación. 3. La comunicación produce efectos sobre los pensamientos y actitudes de las personas y el uso de los medios de comunicación puede provocar cambios de actitud en las personas que no estén motivados por intereses económicos, políticos, religiosos…etc., sino, por la única intención, por parte de los emisores y responsables de los medios de comunicación, de favorecer la posibilidad de construir entre todos un mundo mejor [...]" (Conclusiones)
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"This article offers a trajectory of humanitarian communication, which suggests a clear, though not linear, move from emotion-oriented to post-emotional styles of appealing. Drawing on empirical examples, the article demonstrates that the humanitarian sensibility that arises out of these emerging st
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yles breaks with pity and privileges a short-term and low-intensity form of agency, which is no longer inspired by an intellectual agenda but momentarily engages us in practices of playful consumerism. Whereas this move to the post-emotional should be seen as a reaction to a much-criticized articulation between politics and humanitarianism, which relied on ‘universal’ morality and grand emotion, it is also a response to the intensely mediatized global market in which humanitarian agencies operate today. The article concludes by reflecting on the political and ethical ambivalence at the heart of this new style of humanitarian communication, which offers both the tentative promise of new practices of altruism and the threat of cultural narcissism." (Abstract)
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"The Five Communication Management Decision Tool helps reformers and their teams develop a framework for their communication strategies. This decision tool helps managers see change initiatives through the eyes of those who will be affected by the reforms. When the decision tool is used in the early
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stages of the development of change programs, reformers gain an even deeper understanding of the stakeholders’ perspectives on the reforms, which influences stakeholder opposition or support for them. Such understanding will not only be instructive, but possibly transformative—for both change agents and those stakeholders whose support is critical to the success of reform. Reform agents may recognize the source of stakeholder resistance and be able to revise reform goals and redesign change interventions. Stakeholders who have a shared understanding of why the status quo is not acceptable and change is necessary are more likely to create coalitions of committed allies and supporters who will work together to achieve reform goals. This workbook illustrates how the decision tool can be used for various types of change and reform initiatives—from policy reform, to country and donor partnership agreements, to sectoral reforms." (Back cover)
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"An analysis of the production and consumption of the communications of Make Poverty History, a high profile episode of social movement protest in the UK. The book follows the campaign throughout its lifetime and explores how attitudes towards government and political opportunities influenced the ne
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gotiation of communications." (Publisher description)
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"This paper asks how images of children are used by prominent signatories to NGO codes of conduct. The answer is that images of childhood and shared codes of conduct are both means through which development and relief NGOs produce themselves as rights-based organisations. The iconography of childhoo
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d expresses institutional ideals and the key humanitarian values of humanity, neutrality and impartiality, and solidarity. Images of children are useful for NGOs in reinforcing the legitimacy of their ‘emergency’ interventions as well as the very idea of development itself. But the dominant iconography is also inherently paradoxical, as the child image can be read as both a colonial metaphor for the majority world and as a signifier of humanitarian identity. The question then for NGOs using this image in social justice campaigns is whether overtly political accompanying texts can nullify the contradictory subliminal messages that emanate from the iconography of childhood." (Abstract)
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"This article examines the recent trend among Northern development organisations to represent development as sexy in awareness and fundraising campaigns. The article argues that the ways in which development organisations represent the global South and development work play an important role in the
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construction of social power relations between people in the global North and the global South. The representation of development as sexy is compared and contrasted to other representations of development that highlight scarcity and deprivation. The article argues that, although the representation of development as sexy avoids portrayals of poor people in the global South as helpless victims, it presents an image of development in which the most important form of agency is Northern charity." (Abstract)
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"Donors and practitioners could make greater use of evaluations, and their findings, to increase the effectiveness and results of public communication, advocacy and education about global development. The first step is to understand the evaluation process and respect its rigours. The second is to ac
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knowledge and learn how to deal with the political nature of evaluation, the third is to understand its limitations. DAC members, along with their partners, should work together to strengthen evaluation of public awareness and learning by creating a space (e.g. website) to share perspectives, experiences and results from evaluation; pooling resources for scientific research on the long-term impact of public awareness raising activities; building a stronger knowledge base for what works and what doesn't work in this sector; and finally, working together to develop minimum standards for the evaluation of communication, advocacy and education about global development." (Abstract)
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"The crucial interaction between humanitarian agencies and the media has been researched in the past but today it continues to evolve and change—and not for the better. This article, drawing on accounts from communications managers working inside the world's major aid agencies (Red Cross, Oxfam, S
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ave the Children, World Vision, CARE and Médecins sans Frontières), examines how communication strategies designed to raise awareness, funds and support have assimilated to today's pervasive “media logic”. In the increasingly crowded and competitive field of humanitarian agencies, non-governmental organizations (NGOs) now seek to “brand” themselves in the media; they purposefully use celebrities and produce regionalized and personalized “media packages” to court media attention; and they reflexively expend time and resources warding off increased risks of mediated scandals. In such ways, aid agencies have become increasingly embroiled in the practices and predilections of the global media and can find their organizational integrity impugned and communication aims compromised. These developments imperil the very ethics and project of global humanitarianism that aid agencies historically have done so much to promote." (Abstract)
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"In many ways, this book is a simple and straightforward product of social science research. A conceptual expectation was created through the integration and extension of existing theory and research findings. The responsiveness argument presented in chapter 2 lead to the expectation that aid bureau
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cracies will try to roughly match the levels of aid they offer with their perception of the domestic political importance of the recipient. It was argued that the news media provide a simple, clear and easily accessible indicator of that importance and, as a result, it was expected that aid bureaucracies will respond to the content of the news media by matching development aid allocations with levels of coverage. From that conceptual foundation, a comparative battery of tests were conducted to evaluate the empirical implications of that expectation, and to address at least a few of the obvious potential objections or critiques. In analysis after analysis, the predicted relationship was found: aid levels and media coverage are clearly correlated." (Page 137)
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"Hegoa ha impulsado durante el año 2002 el programa "Komunikazio eta Garapena-Comunicación y Desarrollo". A través de diferentes publicaciones y seminarios, se ha tratado de acercar a ONGD, movimientos sociales y a profesionales de la comunicación, a la reflexión, debate y diseño de estrategia
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s de intervención en el campo de la comunicación social. Con esta publicación, un texto con vocación práctica, se describen situaciones, se presentan algunas formas de aproximarse a este tema, se recogen reflexiones para, finalmente, trazar mapas con el objeto de que, quien lo desee, oriente sus propias búsquedas y sus prácticas comunicativas. Esperamos con ello animar y contribuir al descubrimiento y construcción de modelos de comunicación social por parte de ONGD y movimientos sociales, así como presentar algunas herramientas que puedan ser de utilidad para el diseño de políticas, estructuras y estrategias de comunicación en estas organizaciones." (Cubierta del libro)
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"Which global injustices gain your sympathy, attention, and money? Rarely the most deserving. For every Tibetan monk or Central American indigenous activist you see on the evening news, countless other worthy causes languish in obscurity. The groups that reach the global limelight often do so at dea
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r cost—by distorting their principles and alienating their constituencies for the sake of appealing to self-interested donors in rich nations." (Abstract)
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