Your SlideShare is downloading. ×
0
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Martin Kirk presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Martin Kirk presentation

245

Published on

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
245
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • In all these features, we see evidence of the ‘moral order’ frame in Oxfam comms
  • In all these features, we see evidence of the ‘moral order’ frame in Oxfam comms
  • Transcript

    1. The Oxfam experience
    2. The problem for development NGOs <ul><li>Losing public debate on global social justice </li></ul><ul><ul><li>Multiple, longitudinal measures </li></ul></ul><ul><ul><li>Public “uninterested and uninformed” </li></ul></ul><ul><ul><li>Media, NGOs, companies, government all in same place </li></ul></ul><ul><li>We can’t get away from statements like: </li></ul><ul><li>“ nothings changed since Live Aid” </li></ul><ul><li>“ aid is just wasted on corruption” </li></ul>
    3. Frames Surface frames: words and meanings e.g. Tax relief Deep frames: worldviews e.g. Moral order
    4. Moral order ? ? ? ?
    5. Moral order aid development charity campaigns
    6. Six things we’ve done <ul><li>“ Know thyself” research: personalising the imperative </li></ul><ul><li>Small: festivals messaging </li></ul><ul><li>Medium: engagement model + new expertise + training </li></ul><ul><li>Large: corporate approaches + model of change </li></ul><ul><li>Supersize: pan and cross-sectoral working </li></ul>
    7. Research conclusion (2010 Comms) <ul><li>“ Seen through the ‘Frames and Values’ lens, the language of Oxfam communications often promotes frames and values you are trying to move away from </li></ul><ul><li>However, your comms do show – in places – ‘how it can be otherwise’” </li></ul>
    8. Oxfam UK and the Moral Order Simplification : especially binary oppositions, imperatives, assertions and war metaphors Assumptions: about supporters, prospective supporters & local partners Agency: subtle suggestions about who does what, to whom, which disempower supporters and local people
    9. Subtle suggestion
    10. <ul><li>Despite ourselves, NGOs are telling an old, predictable story, and are pretty comfortable with it </li></ul><ul><ul><li>‘ Old’ charity </li></ul></ul><ul><ul><li>Starving African babies (usually in black and white) </li></ul></ul><ul><ul><li>Distance and difference </li></ul></ul><ul><ul><li>Grandiose hope over reason </li></ul></ul><ul><ul><li>Government and the media are in the same boat </li></ul></ul><ul><ul><li>We are blind to some very important unintended consequences </li></ul></ul>Three uncomfortable truths
    11. The four horsemen of belief <ul><li>Mass poverty is inevitable </li></ul><ul><li>The problem is primarily with the people who are poor </li></ul><ul><li>People are poor for ‘natural’ and moral reasons </li></ul><ul><li>Charity is (good) enough </li></ul>
    12. <ul><li>We assume far more than we know; we are more slave than master of our language </li></ul><ul><li>We fixate on what people think and ignore the why </li></ul><ul><li>We don’t know what a credible long term vision for engaging the public looks like </li></ul><ul><li>We confuse policy prescriptions for campaigns </li></ul>Four bad habits
    13. <ul><li>Five new habits? </li></ul><ul><li>Take a whole organisation/whole sector perspective. Collaborate. </li></ul><ul><li>Study your language. Use experts. Standardise e.g. discourse analysis (looks at why ) </li></ul><ul><li>Prioritise credibility </li></ul><ul><li>Evolve communications, campaigning & fundraising models in one direction: </li></ul><ul><li>deeper engagement models </li></ul><ul><li>more conversation </li></ul><ul><li>less turnover </li></ul><ul><li>Revisit models of change. Together. </li></ul>

    ×