Appealing children: UK audiences’ responses to the use of children in humanitarian communications

Abstract

Empathy, vulnerability and identification play an important role in the wish to protect children who are perceived to be helpless, blameless and therefore the ideal victim. This article offers an empirically based discussion of responses to humanitarian communications depicting children. Although most participants recognized that a communication involving a child has immediate impact, overall they displayed a reflexive and critical awareness of their own propensity to automatically empathize in response, with many expressing irritation for being manipulated. The study suggests that focusing exclusively on a de-contextualized and dyadic ‘audience-victim’ relationship offers only partial insight into audiences’ responses and reactions. Instead, it is argued that the usefulness of the use of children in humanitarian communication can be properly gauged only in the context of media saturation, audiences being sophisticated and media-savvy about appeals and communications, and a general attitude of distrust and dissatisfaction with the marketization of NGOs.