In the mediated global village, fundraising campaigns, as with other systems of communication, act as powerful tools for U.S.-based NGOs to advocate around specialized programs. In the case of HIV/AIDS on the African continent, the messages constructed by NGOs not only provide aid to beneficiaries in the Global South, but also assists in molding popular images consumed by those in donor countries. However, while fundraising appeals of HIV/AIDS and Africa are compelling, one finds little research on the production and participation of common tropes in this field of communication. Therefore, the dissertation explores the representations utilized by NGOs for constructing HIV/AIDS fundraising appeals around Africa. Recognizing fundraising efforts are inherently persuasive, this project examines the opportunities for incorporating strategies around solicitation based on a balanced and ethical narrative. Engaging David Scott’s conception of the “problem-space” from the anti-essentialist debate, the text considers the potential for challenging mediated stereotypes of HIV/AIDS and Africa through an aggressive educational approach. Similar to Scott’s critique of anti-essentialism, this work argues the problem of representation in fundraising should not be limited to the critiques of Western domination but to the ineffective use of strategy through solicitation. By reconstructing common strategies circulated through NGO fundraising, this dissertation suggests all those young and old, North and South, may benefit from a viable notion of “us” in the global village.
Key terms: Non-governmental organizations, fundraising, “problem-space,” HIV/AIDS and Africa.
|School:||The American University of Paris (France)|
|Source:||MAI 56/02M(E), Masters Abstracts International|
|Subjects:||Marketing, Communication, Public health|
|Keywords:||Africa, CARE, Cooperative for Assistance and Relief Everywhere, Fundraising, HIV/AIDS, Nongovernmental organizations|
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