Representation of "International Cooperation": NGOs' Communication Messages in Mobilizing the Donor Society

2014 Fiscal Year Final Research Report

• Project/Area Number: 25885099
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Single-year Grants
• Research Field: Sociology
• Research Institution: Doshisha University
• Principal Investigator: OKADA Aya 同志社大学, 政策学部, 助教 (30707360)
• Research Collaborator: NELSON Paul University of Pittsburgh(US), Graduate School of Public and International Affairs, Associate Professor ; BELASCO Chris University of Pittsburgh(US), Ford Institute for Human Security, Staff Associate ; DOGRA Nandita London School of Economics(UK), Lecturer ; CHEN Jennifer Nanhua University(Taiwan), Graduate Program of Non-Profit Management, Associate Professor
• Project Period (FY): 2013-08-30 – 2015-03-31
• Keywords: 国際協力NGO / 情報発信 / フレーミング / ファンドレイジング / アドボカシー / 国際情報交換（イギリス） / 国際情報交換（台湾） / 国際情報交換（米国）

Outline of Final Research Achievements

Through efforts such as fundraising, volunteer recruitment, and advocacy campaigns, non-governmental organizations (NGOs) attempt mobilize the public towards international cooperation (or development) in industrialized, donor societies. In doing so, nonprofits strategically select what information to show and how to present them. This study examined how NGOs framed and represented “international cooperation” in information disseminated through mobilization efforts. To reveal the characteristics of representations in diverse contexts, the study conducted a comparative content analysis of websites of "NGO families" or those with offices in Japan, the United Kingdom, and Taiwan under the same name. The study also identified possible indicators to evaluate the effectiveness of framed representations in mobilizing the donor public. The project also documented the actual evaluation processes in NGO practice as well as difficulties faced.

Free Research Field

国際開発学、NPO・NGO論、ソーシャル・マーケティング