“…Since the early 1970s, the nongovernmental sector around the world has gradually expanded and now become an immensely competitive “industry” with “multi‐billion dollar businesses” (Polman, ; Vestergaard, , p. 444). The increasing competition in the sector is an important part of the reason why mass communication has become progressively more central to the operations of nongovernmental organizations (NGOs) for mobilizing funds and for securing support and legitimacy for their activities (Tester, ; Vestergaard, , p. 444). NGOs are increasingly forced to adopt “media logics” by selecting beneficiaries for fundraising campaigns guided by media (and political) agendas and focusing on the theatrics of giving (Moeller, ; Vaux, ; Vestergaard, , p. 511), including the use of shocking tactics to get their messages across (Breeze & Dean, ; Cohen, ; Holland, ) and adopting a “sound bite“ approach supported by negative images (Cohen, ; Holland, ; Lissner, ; Stride, ).…”