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Its main purpose is to advance current understanding on how two conceptually different communication scenarios\u2014donor and protest\u2014impact the social engagement of the public. The interdisciplinary methodology combines a discursive and psychological perspective with an empirical survey study designed with the support of cultural discourse analysis. The findings demonstrate that using communication models based on the need for collective help for poverty in terms of an unjust situation\u2014what we call a protest communication model\u2014increases moral sensitivity and, therefore, social action. These results are of interest for planning and assessing the organizational communication of NGDOs designed from their educational and social action liabilities. This research shows that utilizing these criteria increases the efficacy of their communication in awareness raising and social engagement without being detrimental to funding amounts.<\/jats:p>","DOI":"10.1177\/0093650213490721","type":"journal-article","created":{"date-parts":[[2013,6,18]],"date-time":"2013-06-18T22:15:01Z","timestamp":1371593701000},"page":"25-48","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":10,"title":["Developing Moral Sensitivity Through Protest Scenarios in International NGDOs\u2019 Communication"],"prefix":"10.1177","volume":"43","author":[{"given":"Daniel","family":"Pinazo Calatayud","sequence":"first","affiliation":[{"name":"Universitat Jaume I, Castell\u00f3n, Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Eloisa","family":"Nos Aldas","sequence":"additional","affiliation":[{"name":"Universitat Jaume I, Castell\u00f3n, Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2013,6,18]]},"reference":[{"key":"bibr1-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1016\/j.paid.2006.09.018"},{"key":"bibr2-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1002\/mar.20145"},{"key":"bibr3-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1002\/mar.20200"},{"key":"bibr4-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.68.6.1042"},{"key":"bibr5-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.115.2.243"},{"key":"bibr6-0093650213490721","volume-title":"Disasters, relief and the media","author":"Benthall J","year":"2010"},{"key":"bibr7-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.88.3.588"},{"key":"bibr8-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1177\/0049124187016001004"},{"key":"bibr9-0093650213490721","doi-asserted-by":"publisher","DOI":"10.3362\/9780855986773"},{"key":"bibr10-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9780511489402"},{"key":"bibr11-0093650213490721","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9781139106931.019"},{"key":"bibr12-0093650213490721","first-page":"153","volume-title":"From prejudice to intergroup emotions","author":"Branscombe N. 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