Visualising Africa at diaspora expense? How and why humanitarian organisations ignore diaspora audiences in their ‘ethical’ communications

Abstract

Critical commentaries on visual constructions of distant suffering within humanitarian communication research have critiqued and problematised how International nongovernmental organisations (INGOs) frame Black and Brown distant 'Others.' However, much focus has been on the implications of these mediated imageries for overseas communities, while African diaspora have received much less attention. African diaspora is critical in current debates around representation, especially given increased criticisms around the ethicality of INGO fundraising communications for UK-situated Black racialised publics. This article thus complicates existing debates by repositioning the empirical preoccupation with distant Others 'over there,' towards UK-situated African diaspora 'over here.' Using interview evidence with UK-based INGO professionals involved in the production and dissemination of imageries of humanitarian issues, it explores how INGOs construe African diaspora populations in considerations around, and implications of, the ethicality of their communications. Revealing that African diaspora are largely absent or 'afterthoughts' in INGO consciousness and practices for three central reasons. (1) They are not considered distinct and differentiated donor audiences worthy of strategic prioritisation, (2) Implicit professional/organisational 'whiteness' limits reflexive foresight of potential implications (negative or positive) of communications for diaspora and, (3) INGOs temporise over the (im)practicalities of 'diaspora inclusive' agendas for ethical communication.

Laughing from the Outside‐In: Considering ‘What's Up Africa’ as an(other) humorous humanitarian digilantism

“…Authors in this domain have spotlighted the distinct and cumulative impact that suffering imagery has on continental and diasporic Africans and especially Black Britons as regards the latter. These tend to orbit around the ethical ramifications of racially charged and stereotypical fundraising communications, highlighting potential harm to both beneficiaries and donors (e.g., Ademolu, 2023; Dillon, 2021). Yet, despite this increased ethical awareness prompted by contemporary scholarship, critiques of humanitarian imagery persist.…”

“…Nevertheless, others have made clarion calls to establish new and innovative approaches to arouse public understanding and support. Whether that is paying closer attention to the current and historical strategies of Northern charitable organisations for engaging with the public (Smith, 2008); studying how charities prioritise or marginalise their constituency (Ademolu, 2023); or encouraging new storytelling and ethical communication practices to sustain Northern public interest (International Development Committee, 2022). Confronted with the risk of being branded as 'worthy but dull' (Cameron, 2015: 276) and criticised for lacking humour, considerable efforts have been made to incorporate the playful unseriousness of humour to rouse segments of an otherwise lethargic Northern public.…”

Birds of a feather (don’t always) flock together: Critical reflexivity of ‘Outsiderness’ as an ‘Insider’ doing qualitative research with one’s ‘Own People’

“…The study – a comprehensive audience and reception project, examined the interconnectedness of identity construction and relationships with continental Africa among first-and-second-generation British Nigerian communities in Southwark London, United Kingdom. This was studied in the context of their everyday consumption of African representation in the philanthropic marketing campaigns of development INGOs 3 (see, Ademolu, 2018; 21). The study is largely situated within development scholarship on the role and implications of visual constructions of global poverty and inequality for Western audiences.…”