Understanding audience reception and interpretation of development communications: A research framework proposition

Abstract

While studies on visual communications of international development are small, scattered but well established, much of this comprises of representational analyses. However, studying development representations alone limits critical investigation of the complex contradictions and intersectionality that constitute their reception. Audience reception studies in this context are scarce, largely commissioned charity/NGO reports, with limited contributions to discussions. Nevertheless, this article examines these inquiries, evaluating their contributions, limitations and absences. Based on this critical review, I suggest a research framework outlined by a three-pronged proposition: (1) situating UK audiences of mediated development within their contradictory heterogeneity. (2) Moving beyond normative binaries and towards understanding the complexities and experiential variability of mediated development; and (3) studying audience reception as a ‘multi-sited ethnography’. This framework is intended as a resource to support development scholars and NGO practitioners in the study and evaluation of development reception by audiences.