Finding Irish Frames - Exploring how Irish NGO’s communicate with the public
Caroline Murphy, 2014
Summary Description
This report draws on frame theory and the report by Darton and Kirk (2011) on Finding Frames to explore development representations among INGOs in Ireland. The research involved a content analysis of NGO communications including websites, videos, advertising, social media, and written materials such as reports, articles, direct mail and e-news. It found that the following frames dominated INGO communications: charity, help the poor, and poverty, with the transaction frame identified as the dominant call to action. The solution to poverty was framed as in the hands of the potential donor and the NGO. Significantly, gender stereotyping and infantilization was found to be widespread with women and children primarily portrayed as the beneficiaries or victims, and images of poster children dominating the materials.
Title
Finding Irish Frames - Exploring how Irish NGO’s communicate with the public
Author
Caroline Murphy
Date
2014
Resource Type or sub-type
Relevant Research, Background information, research or policy
Mainly suitable for
Board members; Communications staff; Community leaders or educators; Education and Public Engagement staff; Overseas staff; fundraising/marketing staff; HR/training staff; Management; Partners; Programme Staff; Volunteers
Level of Accessibility
Challenging (prior understanding, information or knowledge needed)
Ethical Communications Issues or Groups Addressed
Advertising and/or fundraising, Child protection/work with vulnerable adults, Coloniality and De-coloniality, Ethnocentrism, stereotypes and/or racism, Framing/narratives/stories, Humanitarianism/climate change, conflicts, Human Rights, Equality and Dignity, Images and Messages, Media representations, Organisational Culture and Politics, People in the pictures, Representations of Africa, Social Media, Solidarity
Ethical Communications Processes or Practices Addressed
Advertising or fundraising; Using social media