Dillon, Eilish (2021) Shifting the Lens on Ethical Communications in Global Development: A Focus on NGDOs in Ireland. Project Report. Maynooth University, Maynooth.
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Abstract
Concerns about the ways in which issues, peoples and places have been represented in global
development (GD) communications have been raised since the 1980s. Criticisms have been
levelled at media and non-governmental development organisations (NGDOs), including for their
portrayal of colonial stereotypes, ‘us’ and ‘them’ binary relationships and identities, and their
use of images of people in the ‘global South’ as undignified victims who are objects of aid. As
communications are so central to all aspects of their work, NGDO representational practices can
undermine their otherwise stated commitments to equality and solidarity, compromise their work in
the area of public engagement, and threaten public trust leading to donor fatigue. With increasing
calls for equality, diversity and inclusion (EDI) and the decolonisation of aid (Peace Direct, 2021),
the question of whether NGDOs are part of the problem or the solution when it comes to their
communications is coming more to the fore.
To support improved communications practice in the context of these criticisms, NGDOs have
developed and signed up to various codes of good practice. The Dóchas Code on Images and
Messages (Dóchas Code) which was agreed among NGDOs in Ireland in 2007, is one such
voluntary code. Through signing it, organisations commit to ethical communications based on the
values of dignity, equality, fairness, solidarity and justice. They also commit to a range of principles
including that their images and messages would reflect these values, that people and issues related
to GD would be represented in context, and that NGDOs would avoid stereotyping, ensure that
people could tell their own stories, and that they would conform to the highest standards of human
rights in their communications.
The ethical communications’ emphasis in the Dóchas Code is on these values and principles and
what NGDOs do through their communications across organisations in relation to them. Drawing on
the wider literature (see Section 1), in this report, ethical communications is understood to include
how values and principles are reflected in NDGO representations of people, issues and situations,
along with the practices, decision-making structures, power relations, cultures and assumptions
which underpin and relate to them.
Though many NGDOs in Ireland have become signatories to the Dóchas code since 2007, and
it has been hailed as an example for how others might support ethical GD communications, in
recent years formal resourcing of the Dóchas Code has waned, while the communications and GD
contexts have shifted rapidly. In that context, it is important to understand how NDGOs in Ireland
have responded to these changes in terms of their communications, and whether the Dóchas Code
is still relevant, up-to-date enough, or sufficient to support ethical communications’ practice now,
many years after its introduction.
Item Type: | Monograph (Project Report) |
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Keywords: | Ethical Communications; Global Development; NGDOs in Ireland; |
Academic Unit: | Faculty of Social Sciences > International Development |
Item ID: | 14972 |
Depositing User: | Eilish Dillon |
Date Deposited: | 02 Nov 2021 10:45 |
Publisher: | Maynooth University |
URI: | https://mural.maynoothuniversity.ie/id/eprint/14972 |
Use Licence: | This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here |
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