David Girling
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David Girling is a lecturer and Director of Research Communication in the School of International Development (DEV). He teaches on the MA Media and International Development and also on a number of undergraduate modules.

He is a Chartered Marketer with over 20 years marketing and communications experience in the public and non-profit sector. He is an active committee member on the Chartered Institute of Marketing Higher Education Group. His interests are multidisciplinary, but he has particular expertise in strategic marketing, communications, PR, branding, digital and social media.

His research focuses on two main areas of social media within developing countries. Firstly how social media has empowered communities to effect change e.g. the Arab Spring and Chile Winter. Secondly how international development organisations and NGOs use social media: rapid response to unforeseen events, emergency related videos, fundraising and general awareness raising.

Blog Entries by David Girling

Can Ricky Gervais's Irony Save the World?

(2) Comments | Posted 15 March 2013 | (12:15)

With the recent video's by Mama Hope and Africa for Norway it seems like there is a new genre of ironic videos being produced for International Development. The first ridicules Hollywood stereotypes of African Men and the other is a parody of Band Aid/Live Aid. On...

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What Makes a Video Go Viral? The Success of Mama Hope

(0) Comments | Posted 9 March 2013 | (09:45)

Ten months ago Mama Hope, a charity based in San Francisco, released a video African Men: Hollywood Stereotypes. The film was produced a couple of months after the Kony 2012 video and was designed to challenge the stereotypes of African men portrayed by Hollywood. It has...

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Celebrity Advocacy, Social Media and Development

(11) Comments | Posted 26 February 2013 | (08:44)

I was preparing a lecture the other day on the use of social media by International NGOs. During my research I watched a large number of videos on Youtube and I noticed how few views many of the celebrity videos had received.

One good example is a group of videos...

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