Pictures of me: user views on their representation in homelessness fundraising appeals
Pictures of me: user views on their representation in homelessness fundraising appeals
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DOI：
10.1002/nvsm.1417
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发表时间：
2012-05-01
影响因子：
--
通讯作者：
Dean, Jon
中科院分区：
文献类型：
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作者：
Breeze, Beth;Dean, Jon
关于慈善营销材料中接受者的“正确”代表存在长期的道德争论，这些材料旨在准确定义和代表社会问题，同时促进自愿收入的最大反应。本文提出的研究通过强调慈善受益人对其在筹款活动中的代表性的看法，为这场辩论做出了贡献。根据在英格兰各城市进行的五个焦点小组的数据，我们探讨了年轻无家可归者对旨在筹集资金资助无家可归服务的大型慈善活动中出现的无家可归形象的看法。参与者表现出高度的反思性，表明他们了解与无家可归有关的问题以及存在于公共领域和潜在捐助者意识中的像他们这样的人的看法。尽管参与者认为通过使用简单、引人注目的图像来实现收入最大化是筹款的首要目标，但他们也表示希望开展更细致的活动，讲述人们如何无家可归的动态故事，并使用引起同理心而不仅仅是引起同情的图像。版权所有 (C) 2012 约翰·威利父子有限公司
There is a long-standing ethical debate regarding the 'right' representation of recipients in charity marketing materials that are intended to accurately define and represent social problems whilst also prompting the maximum response in voluntary income. The study presented in this article makes a contribution to that debate by highlighting the views of charity beneficiaries regarding their representation in fundraising campaigns. Drawing on data from five focus groups conducted in cities across England, we explore the views of young homeless people regarding the images of homelessness that appeared in major charity campaigns aimed at raising money to fund homelessness services. Participants displayed a high level of reflexivity, demonstrating that they understood the issues involved with homelessness and the perceptions of people like themselves that exist in the public sphere and in the consciousness of potential donors. Although the participants held the view that maximising revenues through the use of simple, eye-catching images is the prime goal of fundraising, they also expressed a desire for more nuanced campaigns that tell the dynamic stories of how people become homeless and the use of imagery that elicits empathy rather than merely arouses sympathy. Copyright (C) 2012 John Wiley & Sons, Ltd.