Susan Moeller

Susan Moeller took the idea of compassion fatigue and wrote an entire book on the subject (chapter 1 available online here). She gives the example of a famous Save the Children campaign, which challenges the viewer to help the child or turn the page. The first time one sees the ad, one may be moved to make a donation; the second time the reader may linger over the picture and read the text, then turn the page; by the third viewing, the page is turned without hesitation, and at the fourth view the reader begins to cynically analyse how the ad is deliberately constructed to work on the emotions and feelings of guilt in the viewer. This is a classic example of compassion fatigue, and Moeller gives the impression that it occurs regardless of the ultimate cause of the charity or advertiser. Continue reading “Susan Moeller”