Creating Social Good through Debts: Critical Discourse Analysis of Borrower Representations at Kiva

Abstract: Kiva is an international non-governmental organization that competes for funds with others in the field. As a consequence, some special relationships and dependencies are formed. This paper argues that among the most significant ones are the representations of borrowers on Kiva’s online lending platform. The work hypothesizes that while Kiva has the potential to create a friendly environment where both participatory and problem-solving style of communication is encouraged, the organization turns out to be a development factor with international importance which inevitably influences the stereotyping of individuals from the Global South. In that sense, the representations of people from the Global South on Kiva’s online platform seem to continue a well-established tradition of Western-centrism, thus admitting further stereotyping also of the audience from the Global North.Through the lens of postcolonial theory and critical discourse analysis as research methods, the research questions and the hypotheses of the paper aim at contributing to the current debates on the existing power relations between the Global South and North by providing information on: how are people in need represented through profiles of single parents as borrowers on Kiva’s website; do representations of single parents contribute to the process of creating stereotypes; what is the role of microfinance in development.By using the most recent data from Kiva's online lending platform, the work aims to present evidence on the stereotypization of representations of a specific sample group of borrowers – individual single parents. While taking into consideration Kiva's ambition towards creating cooperation based on reciprocal dignity, the paper provides some possible interpretations of the way individuals in need are portrayed. It aims to come to the aid of individuals who have interests in the development field, who may want to rethink fundraising strategies involving both visual and textual representations of people, especially in the field of online lending.