Transcript Dr. Shani Orgad Presentation

NGO-public-beneficiaries
relationship: NGOs’ views
Presentation:
Panel:
Dr Shani Orgad,
LSE
Professor Kate Nash, Goldsmiths
Professor Mark Levine, Exeter
University
Brendan Gormley, CDAC
Orgad, Shani. (2012). Thematic analysis of NGO interviews.
www.bbk.ac.uk/psychosocial/our-research/researchprojects/ShaniReportWebsiteVersion.pdf
Orgad, Shani and Seu, Bruna (2014). 'Intimacy at a distance'
in humanitarian communication . Media, Culture and Society.
Orgad, Shani (2014). Underline, celebrate, mitigate, erase:
NGOs’ visual communication of difference in a global
world. In: Cottle, Simon and Cooper, Glenda (eds).
Humanitarianism, Communications and Change. NY: Peter Lang.
Orgad, Shani (2013) .Visualizers of solidarity:
Organizational politics in humanitarian and international
development NGOs. Visual Communication, 12 (3): 295-314.
Advocacy,
Campaigns
Communications,
Branding, Media,
‘Public
engagement’
Fundraising,
Marketing,
Individual
giving
The sector
UK PUBLIC
NGO
‘BENEFICIARIES’
NGOs
UK PUBLIC
‘BENEFICIARIES’
“It’s so far out of people's realms of what is their reality that they
can't possibly begin to imagine” (Communications manager).
“Imagery… that’s a very well-flogged horse. I’m sick of talking
about it but that doesn’t mean it’s not important” (Communications
manager).
“People think nothing’s
“People parody our
changed because we’re
advertising…we communicate
showing them that nothing’s
generally in quite formulaic
changed. It’s a helpless story”
ways” (Marketing manager)
(Campaigns manager)
Public-beneficiaries relationship
NGOs
BENEFICIARIES
Organizational tensions
“At the moment it’s two parallel universes.
…There are attempts in many NGOs,
including my NGO, to try and bridge that a
little bit. […] but even though we would like
at this point to change it, the results and the
data tell us that it [long-term communication
of development issues that does not focus on
severe neediness] doesn’t work”
(Campaigns manager).
[If I were able to
achieve just one thing
it would be to] “take
all the people in the
UK and show them
real poverty in the
global south”
(Communications manager).
“We made a film in
3D …because we
really wanted people
to feel that they were
in the village… really
try to make feel that
they were in there and
in the hut”.
(Communications manager).
Public-NGO relationship
NGOs
UK PUBLIC
‘BENEFICIARIES’
“The audience …
they’ve got a lot of
trust in [our NGO],
and other big NGOs
and the like. They
trust you guys know
what you’re doing,
and you spend the
money as you see fit”
(Fundraising manager).
“We have disillusioned people by
overselling”
(Communications manager).
“[Make Poverty History]…
essentially you made a promise that
cannot be delivered; although it was
a very catchy thing, very
inspirational. But actually you
realize… that kind of works against
you, doesn’t it? After one year we
disbanded… poverty cannot be
ended because it’s too complex.
…How do you then go back to your
supporters years after and say: we
still haven’t managed to arrive at
this?”
(Campaigns manager).
Public-NGO relationship
“It’s about them [the public] believing in us [the NGO] and
what we give them by way of a communications experience
that will bring them back to us…that will make them love us I
suppose in hippy terms.[…] We need people to give us money.
We need our business to work. It’s what we add on top of that
that will make us memorable, that will create this love in our
audiences, that will bring them back to us”
(Branding manager).
“we’d love to help them [audiences] see that they can be
political without it threatening them; that takes time. ..So we
don’t whip people against money, in other words, softly
introduce the notion that they can actually make change
politically, but lots of people don’t feel that comfortable with
it.”
(Branding manager)
[We want to] appeal to the feeling, to the emotion; but not to
the emotion that is about guilt or shame… you want to touch
on the positive feeling”
(Campaigns manager).
“…But not in a judgemental way, it's saying to [our
audience]…you have the agency to help do something about
that. So I don't know that it would be layered with guilt”
(Communications manager).
• Conditioned upon ‘getting  communication that
closer’ and becoming
does not simulate
beneficiaries’ ‘intimates’
intimacy and
physical proximity
• Pleasurable and non NGO role as agent
threatening relations
of social
transformation
• Non-reciprocal intimacy
 two-way, long-term
relationships
• Tension between long Rethink dominance
term ‘journey’ and shortof ‘short
term model of emergency
conversation’ model
communication
“The test of acknowledgment is not
our reflex reaction to a TV news
item, a beggar on the street, or an
Amnesty advertisement, but how
we live in between such moments.”
Cohen, Stanley (2001). States of Denial:
Knowing About Atrocities and Suffering.
Cambridge: Polity, p. 295.