Called, not qualified: an Instagram analysis of evangelical NGOs in Uganda

Kwoka-Coleman, Michaela Rose-Louise

Called, not qualified: an Instagram analysis of evangelical NGOs in Uganda

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Kwoka-Coleman, M. Called, not qualified: an Instagram analysis of evangelical NGOs in Uganda. 2020. handle: http://hdl.handle.net/10230/48049

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Abstract

This research studies the Instagram accounts of two American-run Evangelical Christian development NGOs in Uganda — Serving His Children and Amazima — to investigate how they portray themselves and the people of their host community. A counter analysis was also conducted on the Instagram of a Ugandan advocacy group, No White Saviors, which has publicly accused both SHC and Amazima of doing more harm than good. Instagram photos and their corresponding captions posted by the two NGOs from 2014 through 2018 were gathered analyzed through a multimodel content analysis. Similarly, Instagram posts by No White Saviors from 2018 though 2019 were gathered and analyzed. The analysis provides an overall view of the prevalence of the white savior complex within the two organizations. Post frequently contain messages that being called by God is more important than being qualified to provide relief to disadvantaged and suffering communities.