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The author considers how Northern NGOs present the South, in order to recruit volunteers and fundraise. Negative and positive images have been used to illicit feelings of pity and self-satisfaction respectively. Here, the author describes the effects of using different images, and argues that NGOs should be educating and building long-term supporters by substantiating the use of images with information about the causes of poverty, famine etc. The concept of mutual dependence between South and North should also be emphasised: a more pragmatic reason to help.

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