HOW can WE picture YOU? - Encoding and decoding ‘African women’ in fundraising campaigns
Visual discourses on ‘African women’ in the fundraising campaigns of non-governmental organizations (NGOs) hold the potential for stereotype creation. Previous research has shown that Africans are often portrayed with deficiencies (e.g. lack of water, education and productivity). By using Stuarts Hall´s theory of encoding and decoding, which highlights the active role of the audience in interpreti