Ambivalent messages: organisational purposes of NGOs and images of the South

The author considers how Northern NGOs present the South, in order to recruit volunteers and fundraise. Negative and positive images have been used to illicit feelings of pity and self-satisfaction respectively. Here, the author describes the effects of using different images, and argues that NGOs should be educating and building long-term supporters by substantiating the use of images with information about the causes of poverty, famine etc. The concept of mutual dependence between South and North should also be emphasised: a more pragmatic reason to help.