Painting a Picture: A Visual Analysis of the Representations of Africa and Africans by Irish NGOs (Concern Worldwide and Trócaire) in their Communications Media

Abstract

This dissertation looks at the ways in which Africa and Africans have been depicted in NGOs' (Concern and Trócaire) communications media. Whilst acknowledging the significant and positive humanitarian contributions made by these organisations throughout the continent, the research also interrogates the ways in which their methods of raising awareness and funds have deployed imagery and narratives with lasting societal impact. By employing Critical Race Theory, Postcolonial Theory, and Social Learning Theory as analytical frameworks, the study evaluates how images and visual signifiers within NGO donor newsletters contribute to the construction and reinforcement of stereotypical depictions of Africa as a site of poverty. hardship, and dependency. Through a multimodal social semiotic analysis, the research identifies recurrent patterns, such as the centring of women and children, motifs of deprivation, and generalised portrayals that risk flattening the diversity of African experiences. Whilst both Concern and Trócaire share similarities in their visual approach, subtle differences in tone and narrative are also discussed. The research recognises the important role such NGOs play in mobilising resources and global empathy, yet it highlights the need for more ethical and empowering approaches to representation that respect the dignity and agency of African individuals and communities. Limitations regarding archival access and the inherent subjectivity of visual analysis are addressed. The findings ultimately call for more critical and nuanced visual storytelling, fostering solidarity and mutual understanding, rather than inadvertently perpetuating stereotypes and racist ideas about Africa and Africans.