DIGITAL CONTENT ANALYSIS AND FRAMING OF MESSAGES IN VISUALS OF THE PALESTINIAN HUMANITARIAN FUNDRAISING ON THE KITABISA PLATFORM: A STUDY ON POVERTY PORN

• Main Author: Tafakur, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84300
• Institution: Institut Teknologi Bandung

The conflict between Palestine and Israel has garnered global attention, sparking emotional responses and active participation from the public, including Indonesia, which is known as the most generous country in the world. Uniquely, the visuals used predominantly employ a "poverty porn" strategy that depicts the suffering of the subjects in the images. Therefore, this research focuses on the analysis of visuals and messages framed within the poverty porn visual strategy in online humanitarian fundraising on the Kitabisa platform related to this conflict. An explanatory mixedmethods approach is used in this study, consisting of quantitative mapping and qualitative interpretation. The first phase maps visuals from Kitabisa using digital content analysis adapted from Gillian Rose, as well as digital techniques such as data crawling and machine learning assistance from AWS Rekognition to extract visual features like humans, faces, and emotions. Five categories of visual fundraising representation were identified: superior Fundraising (SF), high success Fundraising (HSF), low success Fundraising (LSF), most Poverty porn Fundraising (MPF), and lowest Poverty porn Fundraising (LPF), which help understand the differences in messages framed by each type of fundraising through visual language interpretation in the second phase. The main findings show that the dominant poverty porn visuals are not the main drivers of fundraising success and donation levels. The variables of theme, emotion, and age of visual subjects are highly correlated with fundraising success. And framed messages have five key determinants for donation decisions: emotion variation, emotion focus, poverty porn, visual reality, and positive CTA. This research underscores framing theory and collective memory as the framework theory used to explain the relationship between messages and memory related to donation decisions. The importance of motivation and individual ability in processing received information in this persuasive communication, as well as the relevance of altruism theory in the context of humanitarian fundraising, affirms that fundraising visuals are not just attentiongrabbing tools but also effective message delivery strategies, contributing to the development of more effective and ethical fundraising practices in the humanitarian sector.