Martin Kirk presentation
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1. NGOs like Oxfam are losing public debate on issues of global social justice as the public feels "uninterested and uninformed" and media perpetuates negative narratives. 2. Oxfam's communications often promote frames and values that the organization is trying to move away from, though some communications show "how it can be otherwise." 3. NGOs tell an "old, predictable story" that distances people from problems and focuses on simplistic solutions rather than engaging the public in deeper understanding of issues.
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- 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
- 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
Editor's Notes
- 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