文章基本信息

标题：NGDOs Communication: The Slow Erosion of Dominant Charitable Approach
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作者：Amador Iranzo
期刊名称：Anuario electrónico de estudios en Comunicación Social "Disertaciones"
印刷版ISSN：1856-9536
出版年度：2017
卷号：10
期号：1
页码：66-83
DOI：10.12804/revistas.urosario.edu.co/disertaciones/a.4910
语种：English
出版社：Universidad de Los Andes / Universidad Complutense de Madrid
摘要：The NGDOs sector is subjected for years to an intense debate about the way they work. One of the most widespread criticisms is that these organizations, especially the larger ones, use a communication style that favors a consumer solidarity that discourages social transformation. This article presents part of the results of a European project that studied the communicative practices and discourses of NGDOs of Catalonia (Spain), namely, analysis of the websites of 17 organizations. The results show a slow erosion of the hegemonic approach in NGDOs based in the North-South stereotypes, which focuses its communication on attracting donations. Faced with this vision, most of the NGDOs analyzed (10 of 17) show a dominant orientation, to a greater or lesser degree, to an alternative communicative approach that pursues social change. However, the hegemonic discourse remains prevalent in larger and more visible organizations.