Analyzing Photojournalism's Effectiveness in Charity Awareness: Oxfam

This report investigates the effectiveness of photojournalism in raising awareness and support for charitable causes, with a specific focus on the organization Oxfam. The research delves into the concept of photojournalism, exploring its techniques and characteristics, such as drama, action, and expression, and how these elements contribute to impactful storytelling. The report analyzes the importance of photojournalism in fundraising and increasing public awareness of social issues, particularly in the context of poverty alleviation. It examines the benefits of using visual media to evoke emotions and inspire action, while also acknowledging and addressing potential issues, such as copyright and ethical considerations. The methodology includes literature review, data analysis, and survey to assess the impact of photojournalism on public perception and charitable giving. The report concludes with an assessment of photojournalism's role in influencing corporate social responsibility and its overall contribution to addressing global challenges.

Photojournalism helps in
raising awareness of
charity

Table of Contents
Chapter 1: INTRODUCTION..........................................................................................................1
Chapter 2: Literature review............................................................................................................2
Chapter 3: Data Analysis.................................................................................................................9
Chapter 4: Research Methodology.................................................................................................16
Chapter 5: CONCLUSION............................................................................................................17
REFERENCES..............................................................................................................................19

Chapter 1: INTRODUCTION
Photojournalism is considered as the part of journalism in which journalist often uses
picture and other descriptive material in order to tell a story to the individual or overall audience.
This concept helps organisation is expressing their point of view to the audience with medium of
pictures. Along with this, it is easier for the audience to understand what is actually expressed by
the customers (Allan and Peters, 2015). This research is cover all the aspects of photojournalism
in order to identify that is it really helpful in increasing awareness of the charity among citizen of
the country as well as business organisation who can use it for the purpose raising more fund for
social causes.
Present assignment is based on OXFAM, the company is dealing with 20 independent
charitable firms which works for removing poverty at global level. This firm often uses
photojournalism for the purpose of awaring individual about charity and its contribution in the
society. The company was founded in England, presently it is dealing with many countries in
order to remove poverty ratio at global level.
The main purpose of the research report is to find out that photojournalism is contributing
in increasing level of awareness about the charity and its contribution in the society. This
research will help audience in understanding importance of charity which will help lots of needy
person to resolve their monetary as well as other requirement. With this regard, concept of
photojournalism is discussed in the report in order to identify its effectiveness in raising
awareness of charity among the people. For this, chosen organisation that is Oxfam, is adopting
photojournalism as it helps them in influencing interest of other private sector organisation to
enter into CSR activities. These activities will help business organisation in improving its
goodwill at market place which will contribute in influencing their profitability ratio in the
company. For conducting this report effectively researcher will use survey so that they can
identify actual perception of audience about usage of photojournalism is increasing level of
awareness about charity (Busst, 2012).
The research also includes importance of photojournalism in working pattern of non
profitable organisation as it helps these companies in collecting funds for the social causes.
Photojournalism plays an essential role in the spreading awareness about different modes
through which organisation can take initiative for converting poverty ratio to the bottom level. It
can be said that organisation can also use photojournalism for sharing thought of charity with
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customers, client companies and related organisations with whom they are performing their
business. This will helps in collecting more and more fund for the company which can be used
for reducing poverty ratio. Along with this, organisation can also use different types of methods
which will help in understanding concept of photojournalisms and its usage in official activity.
This research report is also going to discuss about certain issues which are required to access by
the investigator in order to understand the way by which they are using photojournalism is
correct or not (Stroud, 2014). Researcher will initially investigate about different policies and
laws about photojournalism while using it as the mode of raising awareness about charity. As,
many of the pictures comes under copyright and patent which does not allow researcher to use it
for purpose of awaring people about it.
Aim
“To identify how photojournalism help in raising awareness about charity” A case study on
Oxfam.
Objectives
 To determine concept of photojournalism
 To analyse the importance of photojournalism in raising awareness for charity
 To evaluate benefit of photojournalism
 To analyse the issues associated with photojournalism
Research Questions
 What is the concept of photojournalism?
 What are the importance of photojournalism in raising awareness for charity?
 How to evaluate benefit of photojournalism?
 What are the major issues associated with photojournalism?
Chapter 2: Literature review
Concept of photojournalism
According to the authors point of view Tait (2017). Photojournalism is method which is
used for narrating story with audience through picture. It is the process which helps individual in
understanding actual story by observing actual picture deeply. In this photos as well as words are
expressed together effectively (Basic concepts, 2018). This helps in representing actual concept
of picture for which it is shown to the audience. As per observation it has been identified that
photojournalist are highly professional in their work (Newton, 2013). They have great sense of
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photography which helps taking informative pictures of things which are available in their native
place. It can be said that these journalist believes in capturing interesting as well as meaningful
picture in order to represent a simple and valuable story to the audience.
As per the authors point of view it can be said while capturing a picture, it is required by
photojournalist to consider some of the essential characteristics. And of the important among
them are described as below:
Drama: In this, it is expected by the photojournalist find out an spark while taking the
picture. This gives a reason to the viewers to pay their attention to the customers. It influences
the interest of people towards the picture. It can be said that main focus of the OXFAM is on
capturing self explanatory pictures the have potential to influence interest of customers
understanding actual story behind the customers.
Action: This characteristic of picture influences thoughts and mentality of people as what
they are understanding with the picture and what are their views about it and how they can
influence customers (Mäenpää, 2014). It can be said that by observing images and individual
they can also imagine about the things which helps in thinking about the actual situation. Along
with this, it also guides customers to attain maximum output from the companies. Hence, it is
increases imagination capacity of the audience.
Expression: It is considered as the facial reflection of the individual which is generated
according to their thoughts and views. It can be said that this characteristic helps journalist in
expressing story behind taking the picture. Every individual in this world have their own
perception. This perception might differ from person to person. Hence, there are probable
chances that the people will not understand actual concept or expression of journalist.
As per the above mentioned characteristic of photojournalism, it can be said that
organisation who usage photojournalism can easily in order to express their view as well as
thoughts with the customers. It has been observed that photojournalism is not only observed by
the media and other journalist but it is also adopted by other companies who believes in paying
social responsibility (Monteiro, 2016). It is considered as the responsibility of the organisation to
adopt different strategies which helps them in increasing their profitability ratio. There are
probable chances that organisation can achieve its targeted goals and objectives by performing
effective responsibility towards the company. In relation to the Photojournalism, it can be
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adopted corporate houses so that they can express their plans and policies with the customers.
This helps in influencing interest of employees.
Importance of photojournalism in raising awareness for charity
Photojournalism is often used in the journalism companies as they often involves in the
activities that is charity. It can be said that, these companies often perform business activities
which helps them in attaining maximum number of the charitable amount from other companies
as well as charitable trust so that they can achieve targeted amount in effective manner (Good
and Lowe, 2017). Photojournalism is helpful for media company as can easily influence interest
of people for collecting maximum amount of money in order to show up their responsibility
towards the social causes.
It plays an essential role in increasing awareness about charity with people who can
contribute in minimising ratio charitable causes. It can be said that showing up self explanatory
pictures it is easier for the company in attracting people (Pararas-Carayannis, 2014). It also
influences interest of people as they feel more related to the actual situation of the people who
are facing problem in actual life. Hence, it important for the organisation in achieving their
desired amount of money which they are expecting to gather from the targeted people. It has
been observed, it is easier for the media people to make people emotional by showing them
realistic pictures of poverty.
It can be said that photojournalism is the important in the increasing funds from the
people and other businesses in order to provide basic necessity and requirement of those people
who do not even have to buy their two time meal. In order to increase profitability ratio of the
media company, it is mandatory for the company to advertise maximum number of pictures
which helps them in persuading client company as well as partners in order to collect maximum
amount from the people. attaining targeted goals and objectives of the company. It can be said
that if with the helps of photojournalism, it easier for organisation in attaining targetted goals and
objectives of the firm related to charitable work.
Apart from this, it can be said that organisation who belongs media have special rights to
connect with the customers as well as other known personality so that they can influence these
people in order to show them reality of people who are dealing with hazardous situations. This
also contributes in decreasing poverty ratio of the country as its people are aware about the
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situation and they also understand what are preventing decision which cam help in minimising
the effect actual problem which is faced by the people.
Photojournalism expresses real life scenario of the problem. As with the help of this
company can influence individual in order to convince them about donating their comfortable
amount of money (Kahn, 2018). This collected money is used by the charitable organization in
providing better health services, educations, food item, clothes, shelter and other basic necessity
things which are considered as the basic requirement of poor people. Photojournalism also helps
in attracting maximum number of people towards the issues which are taking place in the
surrounding area of the people. It directly grabs attention of the individual towards those causes
which are executed by the people in country. This awareness not only generates huge amount of
money in the company but it also reduces number of cause which are the attempted by our
surrounding only. As a result, this collected amount is further transferred to the companies which
helps them in attaining brand image of the company among customers. This is beneficial for
company in attaining its own personal targeted goals and objectives with the help of good brand
image at market (Grayson, 2014). It can be said that these brand building activities are helpful in
achieving targeted goals and objectives of the company as its customers are impressed with the
brand name of the company. Therefore, they feel more connected to the company which
persuades their decision in favour of the company. As a result, usage of photojournalism is
considered as the beneficial activity of the company which contributes in increasing profitability
ratio of company. Along with this, it also spread awareness of these tools in awaring people
about the charity. In addition to this, it also raises more amount of fund which is further t
Benefits of photojournalism
As per the authors point of view Busst, (2012) it can be said that there are several benefits
of photojournalism in raising the funds for charity issues. The social media has played an
important role in this field. This helps in creating awareness and raising the charity funds for the
people who needed them most. This helps in creating the awareness regarding the charity where
the home less people are helped by charity organisation like OXFAM. The photos clicked by the
journalist helps in expressing the situation of poor and home less people (Caple, 2013). The
charity also includes the social responsibility towards the environment that can helps in saving
the nature and its characteristics.
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The photojournalism can make the bigger impact in solving the issues regarding the
charity purpose. On may 22, 2017 an Islamic suicide bomber blown himself in the area of
Manchester in which almost 22 people killed 139 were injured. So the people who were
belonging to those killed citizen got the benefit of the photojournalism. And the various
organisation were taking interest while seeing the pictures and photos of the relative of affected
people. And this helps in gaining the attention to various charity organisation (da Silva Júnior
and de Melo Peixoto, 2013). Also gives the benefits to attract the organisation as well as people
who needed helps at that stage of critical condition.
A UK based charity names as child I foundation needed to raise the funds urgently for
saving the baby child named as fly joey from Uganda. So after picture is getting viral on the
social media platform with in the 38 hours the almost ten thousand pound. The benefit of the
charity was that the child survived through the life saving operation. So this is the benefit of the
photojournalism as the problem is solved by raising the funds in very less amount of time
The benefits of the photojournalism lies in solving each and every activity concerning the
issue of environmental and social cause (Mather, 2013). The charity helps in through the
photojournalism helps in improving the satisfaction level journalist. As after working for a cause
in a charity a person feels happier and satisfied overall and also this also improve the brand
image of an organisation.
The photojournalism also helps is portrait the image of the exact situation towards people
so that helps in analysing the situation in the correct manner. This gives benefit to maintain the
transparency of people as well as employee of company towards the organisation.
If the photojournalism contributes to the charitable trust then it can also reduce the
burden of tax to an organisation as they are doing the CSR activity while doing the social work,
that will give benefit the social image of journalist also. The morale level of each and every
individual could be improved (Baroni, 2015). This gives benefit in increase in the profit ration
of both the charity as well as journalist organisation. The voluntarism towards the social cause
and charity give the overall good health to the organisation so that they can gain the benefits
regarding the future time period.
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Issues associated with photojournalism
According to the authors point of view Newton, (2013), it can be said that there are
numerous of issues which are faced by organisation who works for social issues and charitable
trust. In relation to the OXFAM, it is mandatory for the company analyse certain issues which
are related to photojournalism. So that, they do not face any problem in future (Alper, 2014). As
per the evaluation, some important issues have been identified which might influence OXFAM.
These issues are described as below:
Copyright of photograph: It is important for the organisation to check that the
photograph which is used by them is copyrights or not. Because if this photograph have
copyright, then it can not be used by anyone without taking their permission. It is required by
photojournalist to use those picture for increasing awareness about the charity which does not
create any problem in future.
Code of conduct while taking photograph: It is mandatory for photojournalist to take
effective pictures so that their motive of taking picture can be illustrated easily to the viewer.
With this respect, there are certain norms which are required to be kept in mind of
photojournalist while taking picture (Langmann and Pick, 2014). As they are not allowed to take
picture without the permission. Along with this, th taken photograph should not reflect negativity
of any culture. As it might emotionally impact viewers thought.
Questionnaire
Name:
Age:
Gender:
Address:
Email ID:
Phone Number:
Q1: Are you aware about the concept of photojournalism?
a) Yes
b) No
Q2) Do you think that photojournalism aid OXFAM in raising awareness about charity?
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a) Yes
b) No
Q3) What are the main benefits of photojournalism for OXFAM ?
a) Expressing the situations for poor and homeless people
b) Raising awareness about charity
c) Increasing CSR activities
Q4) Are you satisfied with the welfare services provided by OXFAM?
a) Agree
b) Disagree
Q5) What are the main issues faced by OXFAM in using the concept of photojournalism?
a) Copyright of Photographs
b) Code of Conduct for taking or using photographs
c) Photography Policy Orientation
Q6) Does photojournalism help in creating awareness among public?
a) Yes
b) No
Q7) Give recommendation to OXFAM for raising awareness about charity
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Chapter 3: Data Analysis
Theme 1: Concept of Photojournalism
Q1: Are you aware about the concept of
photojournalism?
Frequency
Yes 30
No 10
Interpretation: Photojournalism can be defined as practice of communicating information and
news by photographs. It helps organisations dealing in NGO to pay attention of other public and
private companies to make investments for welfare activities. As per mentioned graph, it has
evaluated that mostly people i.e. 30 among 40 respondents are familiar with the concept of
photojournalism. They give support to this concept to bring awareness among other people about
real facts of poor situation and how helpless people suffer. But rest of them that are 10 didn't go
with same perceptions.
9
Yes No
0
5
10
15
20
25
30
30
10
Column B