For the millions still suffering in misery after Cyclone Nargis and the Chinese earthquake, how their plight is presented on the world’s TV screens may be of little interest. For them food, shelter and medicines are the overriding priority.
But it appears that media coverage may be of great consequence. While millions of dollars have been flooding into China – much of it from the corporate world – appeals for aid to Burma have been less successful.
Mark Astarita, head of fundraising at the British Red Cross, said the reporting of China’s disaster was “immensely powerful”, but it also made the situation in Burma look even more impossible. “At the end of the day, charitable giving doesn’t necessarily follow need. Disaster fundraising follows the news agenda,” he said.
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