The role of media portrayals in shaping Oxfam's corporate reputation

The legitimacy of non-governmental organizations (NGOs) is deeply depended on public trust and moral authority, making them uniquely vulnerable to reputational crises. This study explores how media portrayals shape the corporate reputation of non-governmental organizations (NGOs), with Oxfam as a case study. Drawing on Gofffman's (1974) framing theory, McCombs and Shaw's (1972) agenda-setting theory and Fombrun and Van Riel's (2004) reputation management. All viewed through Durkheim's (1893) structural functionalist lens. This research examines how media narratives influence the trust, legitimacy and capability of NGOs. Aiming at snwering the main research question: ''In what ways do different portrayals in media shape Oxfam's corporate reputation?''. Using a qualitative, longitudinal design, 44 news articles published between 2014 and 2024 were analyzed through thematic analysis that was supported by quantitative insights. This period includes Oxfam's 2018 sexual misconduct scandal, offering insight into reputational crisis and recovery in the years after. The analysis revealed six themes: (1) accountability & governance failures, (2) crisis & organizational misconduct, (3) media representation & public discourse, (4) internal positioning, (5) reputation & legitimacy management and (6) donor dynamics & financial pressure. Results show how media shaped Oxfam's corporate reputation. By portraying internal crises as symptoms of structural failure and ethical inconsistency. For example scandals, like the one of Haiti from 2018 were sensationalized, contributing to widespread reputational damage. Media outlets also highlighted performative accountability and moral failure which reinforced organizational legitimacy loss. Political orientation also played a role in shaping corporate reputation because it was found to influence framing. While right-leaning outlets focused on scandal and hypocrisy, left-leaning media emphasized systemic issues and reform. The reputational crisis that followed had tangible consequences, including donor withdrawal, financial instability and having to shut down programs. Oxfam's internal efforts to rebuild trust, such as policy reforms and public apologies, were met with skepticism. These findings highlight how narrative positioning and framing shape NGO reputation, trust, and legitimacy. Concluding that organizational reputation of NGOs does not only depend on internal governance or ethical action. Instead, it is continuously co-produced through external media narratives, symbolic interpretation and public reactions. This reputational process is revealed to be complex, fragile, and non-linear. Highly depending on how actions are communicated and framed over time. Ultimately, the thesis contributes to a deeper understanding of how crisis, legitimacy, and media discourse interact in the humanitarian sector. Showing that for NGOs, reputation is both a moral economy and a strategic resource. Adding to a broader societal understanding of how NGOs operate under moral scrutiny in a highly mediated environment.