Abstract
AbstractThis article examines the intersection of humour and humanitarianism in engaging Northern audiences with global Southern poverty issues. It analyses witty social media campaigns that critique humanitarian practices and Africa’s representation, notably What’s Up Africa (WUA) on YouTube, Radi‐Aid on YouTube, Humanitarians of Tinder on Tumblr and Barbie Savior on Instagram. Using ‘contraflow’, it shows how humour and positionality shape reception. WUA’s Black African‐centric comedy, particualrly, highlights the often‐underexplored role of race in development discourse, challenging the White institutional core of humanitarianism. These insights reveal power dynamics and invite further academic inquiry into the transformative potential of comedic humanitarian critique.
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