Aid and the news agenda: Exploring the forces shaping NGO-produced humanitarian media.

Abstract

This study examines the external influences that shape NGO-produced news content concerning humanitarian crises in East, West and Central Africa. Employing a thematic analysis of semi-structured in-depth interviews with humanitarian communicators and a content analysis of the humanitarian press releases of four major NGOs, it seeks to establish the types of content NGO communications staff consider most effective for achieving mainstream media coverage, how they access such content, and any forces influencing their eventual production of news. In line with notions of media logic (Altheide and Snow 1979; Cottle and Nolan 2007) and news cloning (Fenton 2010), it uncovers a reliance on hard-hitting humanitarian statistics and powerful first-person testimonies, which are considered essential for achieving news coverage. Statistics are found to be most often sourced from publicly available humanitarian datasets, often managed by the United Nations, and are considered susceptible to politicisation by authorities implicated in certain crises. First-person testimonies are usually gathered in-person by NGO staff and are affected by issues of physical access to crisis zones including monitoring by local authorities and demands for media sign-off. Additionally, a humanitarian NGO’s decision on whether to speak out publicly about a crisis is found to be often weighed up against threats to staff and programme safety. Examining these issues through a lens of agenda building theory (Cobb and Elder 1971), this study introduces the concept of agenda erosion, describing the phenomenon by which powerful actors, including host authorities and western governmental and intergovernmental donors, exert influence to undermine agenda building activities by NGOs in the context of humanitarian crises. Methods of agenda erosion might include demanding sign-off of media content, the control of physical access to crisis zones for communications staff, and the politicisation of humanitarian data. Unlike the traditional view of NGOs being producers of information subsidies (Gandy 1982), this concept recognises that, as news producers, NGOs also accept information subsidies, including humanitarian data, from other actors. These subsidies are used by NGOs to increase their own agenda building effectiveness but can also allow other, potentially conflicting, priorities to influence the media agenda too. NGOs are now widely regarded as important players in the production of international news (Cottle and Nolan, 2007; Cooper, 2011; Powers 2018) and these findings suggest agenda erosion is in-part responsible for the continuing adherence of aid organisations to established patterns of news construction (Cottle & Nolan 2007; Fenton 2010; Waisbord 2011; Powers 2018). Only crises with hard-hitting data or emotive personal stories are likely to achieve mainstream media coverage but exposure to such sources is often closely guarded by the most powerful actors in certain crises. As a result, some crises continue to go underreported and NGOs risk being silenced or, worse, used as proxy mouthpieces by powers implicated in the humanitarian context to which they are attempting to respond.