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Culture Talk
is an entertaining and reasonable thinking system that requires actuating force and concentration in the prefrontal cortex of the
brain;itisrelativelyaccurate,buthasalongreactiontime.Inotherwords,emotionalempathyevokesfeelingsofsorrow,fear,and
joywhilecognitiveempathyistheabilitytounderstandothers.Evenifittakestime,Ibelievethatlookingatpovertypornography
throughcognitiveempathywillsolveethicalproblems.
Shin:Ethicalissuesareimportant,butitisalsoessentialtosolvesocialproblemsimmediately.Therefore,Ithinkitisokayaslong
asaclearagreementfromthepersonsubjecttothefundraisingadvertisementissecured.Whenproducingtheseadvertisementsfor
children,therearesomecaseswherethechildistooyoungtovoicetheirpersonalopinionsorprovidesufficientexplanations.This
shouldneverhappen.Inonecase,afatherwhocommitteddomesticviolencereturnedafterseeinganadvertisementandtookall
thedonations.Thechildmighthaveagreedtobefilmed,butitisnecessarytoexaminewhoactuallyagreedtotheportraitrights
onbehalfofthechild.
TheArgus:Providespecificexamplesandoutlooksforfundraisingadvertising.
Doh: In order to create a mature philanthropic culture, consideration must be taken and members of society should sympathize
with each other. Fundraising advertisements also need to inspire the thought that sponsors and recipients are not very different.
Therefore,itwouldbegoodifabuddyprogramisintroduced.Schoolsorindividualscanhostcampaignstohangoutwiththosein
needofsupportandmakefriends.Scenesofhappyfacesgoingtoschoolorplayingwillleadpeopletosharetheirprecioustime.
Yun: A good fundraising advertisement reveals the structural causes of a given problem. For example, instead of shedding light
onchildrenwhohavelosttheirhomesduetotheclimatecrisis,advertisementsshouldshowtheclimatecrisis.NGOWorldVision
producedanadvertisementunderthethemeof“Whenwehaveaforest.”Ratherthanprovokingsympathyfromsponsors,itshows
thechangeinthecommunitythatreceivedthefundraising.
Ahn: In September 2015, the photo of a 3-year-old Syrian refugee child buried in the sand on a Turkish beach was released. The
refugee child, who had been washed up by the sea, sent a powerful message that people should no longer turn a blind eye to the
refugeeproblem.ItreceivedagreatresponsefromEuropeancountriesatthetime,butwhenrefugeesandmigrantsactuallyentered
European countries, it was opposed by many Europeans. This problem requires the creation of content that generates cognitive
empathy.Contentproducersshouldbeawareoftherealityinthelongtermandseektoaddressfundamentalproblems.
Shin:Isuggesttwoways.First,adirectfocusonchildreninpovertyshouldbeavoidedfortheirfuture.Irecommendillustration
instead of photography. The message must be delivered clearly but not in a disturbing manner. Second, it would be better to
specificallyshowtheenvironmentchangedbyfundraisingratherthanthenegativereality.Forexample,underdevelopedfacilities
thathavebeenimprovedtobecomeschools,orhowwellthemoneyisspenteachmonthcouldbefeaturedinstead.
Lee:Povertypornographyisfilmedfromathird-partyperspective,sofollowingthetarget’spointofviewisbetter.Accordingly,
legislationisneededtoencouragethis,especiallytoprotectthepeopleintheadvertisement.In2016,theKoreaNGOCouncilfor
OverseasDevelopmentCooperation(KCOC)published“MediaGuidelinesfortheProtectionofChildren’sRights.”Theycontain
guidelines for child rights protection and checklists when taking photos, creating videos, or producing media reports, although
theydonothaveanylegaleffect.
All five interviewees say that poverty pornography has to be replaced because it is clear that NGOs, advertising agencies,
andsponsorsareawareoftheproblem.Nevertheless,whyistherenoimprovementinfundraisingadvertising?Citizensalso
needtoexaminetheirattitude,whichonlyfocusesonthepovertynarrativesofpoorpeople.Peoplealreadyknowthatthere
are a lot of people who are suffering at this moment and that with our little concern, they are getting closer to being free
of poverty. Furthermore, rather than avoiding the pain of others because it is irrelevant to us, humans should develop true
respectforthem.TheArgushopesthatglobalpovertywillbeeradicatedwithallthereaders’help.
leejuwon@hufs.ac.kr
9
MAY 2023
is an entertaining and reasonable thinking system that requires actuating force and concentration in the prefrontal cortex of the
brain;itisrelativelyaccurate,buthasalongreactiontime.Inotherwords,emotionalempathyevokesfeelingsofsorrow,fear,and
joywhilecognitiveempathyistheabilitytounderstandothers.Evenifittakestime,Ibelievethatlookingatpovertypornography
throughcognitiveempathywillsolveethicalproblems.
Shin:Ethicalissuesareimportant,butitisalsoessentialtosolvesocialproblemsimmediately.Therefore,Ithinkitisokayaslong
asaclearagreementfromthepersonsubjecttothefundraisingadvertisementissecured.Whenproducingtheseadvertisementsfor
children,therearesomecaseswherethechildistooyoungtovoicetheirpersonalopinionsorprovidesufficientexplanations.This
shouldneverhappen.Inonecase,afatherwhocommitteddomesticviolencereturnedafterseeinganadvertisementandtookall
thedonations.Thechildmighthaveagreedtobefilmed,butitisnecessarytoexaminewhoactuallyagreedtotheportraitrights
onbehalfofthechild.
TheArgus:Providespecificexamplesandoutlooksforfundraisingadvertising.
Doh: In order to create a mature philanthropic culture, consideration must be taken and members of society should sympathize
with each other. Fundraising advertisements also need to inspire the thought that sponsors and recipients are not very different.
Therefore,itwouldbegoodifabuddyprogramisintroduced.Schoolsorindividualscanhostcampaignstohangoutwiththosein
needofsupportandmakefriends.Scenesofhappyfacesgoingtoschoolorplayingwillleadpeopletosharetheirprecioustime.
Yun: A good fundraising advertisement reveals the structural causes of a given problem. For example, instead of shedding light
onchildrenwhohavelosttheirhomesduetotheclimatecrisis,advertisementsshouldshowtheclimatecrisis.NGOWorldVision
producedanadvertisementunderthethemeof“Whenwehaveaforest.”Ratherthanprovokingsympathyfromsponsors,itshows
thechangeinthecommunitythatreceivedthefundraising.
Ahn: In September 2015, the photo of a 3-year-old Syrian refugee child buried in the sand on a Turkish beach was released. The
refugee child, who had been washed up by the sea, sent a powerful message that people should no longer turn a blind eye to the
refugeeproblem.ItreceivedagreatresponsefromEuropeancountriesatthetime,butwhenrefugeesandmigrantsactuallyentered
European countries, it was opposed by many Europeans. This problem requires the creation of content that generates cognitive
empathy.Contentproducersshouldbeawareoftherealityinthelongtermandseektoaddressfundamentalproblems.
Shin:Isuggesttwoways.First,adirectfocusonchildreninpovertyshouldbeavoidedfortheirfuture.Irecommendillustration
instead of photography. The message must be delivered clearly but not in a disturbing manner. Second, it would be better to
specificallyshowtheenvironmentchangedbyfundraisingratherthanthenegativereality.Forexample,underdevelopedfacilities
thathavebeenimprovedtobecomeschools,orhowwellthemoneyisspenteachmonthcouldbefeaturedinstead.
Lee:Povertypornographyisfilmedfromathird-partyperspective,sofollowingthetarget’spointofviewisbetter.Accordingly,
legislationisneededtoencouragethis,especiallytoprotectthepeopleintheadvertisement.In2016,theKoreaNGOCouncilfor
OverseasDevelopmentCooperation(KCOC)published“MediaGuidelinesfortheProtectionofChildren’sRights.”Theycontain
guidelines for child rights protection and checklists when taking photos, creating videos, or producing media reports, although
theydonothaveanylegaleffect.
All five interviewees say that poverty pornography has to be replaced because it is clear that NGOs, advertising agencies,
andsponsorsareawareoftheproblem.Nevertheless,whyistherenoimprovementinfundraisingadvertising?Citizensalso
needtoexaminetheirattitude,whichonlyfocusesonthepovertynarrativesofpoorpeople.Peoplealreadyknowthatthere
are a lot of people who are suffering at this moment and that with our little concern, they are getting closer to being free
of poverty. Furthermore, rather than avoiding the pain of others because it is irrelevant to us, humans should develop true
respectforthem.TheArgushopesthatglobalpovertywillbeeradicatedwithallthereaders’help.
leejuwon@hufs.ac.kr
9
MAY 2023
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