COMMUNICATING DEVELOPMENT: EXAMINING THE TENSIONS BETWEEN EFFECTIVENESS AND ETHICS IN THE MARKETING STRATEGIES OF CANADIAN INTERNATIONAL DEVELOPMENT NGOS
Bibliographic record
Abstract
Over the last two decades, development scholars and communication practitioners have become increasingly aware of the relevance of communications in marketing development issues, as well as the influence these approaches hold over public awareness and engagement. By turning to for- profit marketing principles, non-profits seek not only to increase revenue and influence public action, but to leverage their brands and influence. In looking to the nature and diversity of NGO marketing strategies, as well as the debates that frame current marketing and development literature, this thesis examines if and how NGO communications can influence the public’s engagement with international development issues in ways that are both ethical and effective. This thesis argues that the principles of effective communications often conflict with the principles of ethical communication; however, there is very little recognition or acknowledgement of these tensions among practitioners, something which must change moving forward.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.023 | 0.059 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.004 | 0.005 |
| Science and technology studies | 0.030 | 0.027 |
| Scholarly communication | 0.017 | 0.005 |
| Open science | 0.002 | 0.006 |
| Research integrity | 0.003 | 0.005 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".