Chapter Twelve: Learning from the Public: UK Audiences’ Responses to Humanitarian Communications
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Learning from the Public
UK Audiences’ Responses to Humanitarian Communications
IRENE BRUNA SEU
This chapter reports on a study1 investigating empirically how audiences understand and respond—cognitively, emotionally, and through actions—to communications from humanitarian and international development NGOs2, and how these responses relate to audiences’ everyday morality and biography. The 182 participants taking part in 20 nationwide focus group discussions were asked to comment on a selection of communications from the following NGOs: ActionAid, Amnesty International, Disasters and Emergency Committee (DEC), Medicine Sans Frontier (MSF), Oxfam, PLAN UK, Save the Children, and UNICEF.3
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