As media organisations dedicate less money and resources to journalism covering issuesrelating to development and social change, NGO’s are becoming increasingly visible as newscreators, funders and enablers. NGOs and media organisations are now frequentlycollaborating and even making partnerships to produce news content, which is having wide-ranging effects on the field of journalism.These phenomena coincide with the wide diversification of the news media landscape overthe past 2 decades, with a generation of ‘new media’ organisations rising up to challengethe dominance of legacy media entities, and bringing with them new practices andunderstandings of journalistic values.Where previous research has centred on the ‘blurring of roles’ between traditionalmainstream media outlets and NGOs, this thesis explores partnerships between NGOs and‘new media’ organisations which are not necessarily grounded upon the core practices ofprofessional journalism, using a case study of a recent ‘content partnership’ between the UShuman rights NGO Human Rights Watch, and the viral content website Upworthy.Given the vertiginous rise of digital media organisations over the past two decades, suchpartnerships could have a significant impact on how both NGOs communicate, and howmedia entities interact with NGOs, raising questions over journalistic standards, the powerdynamics between NGOs and the media, and even the viability of ‘objective’ news coveragein the future.To interrogate these issues, this thesis studies articles and videos produced as part of thepartnership between Human Rights Watch and Upworthy through statistical and textualanalyses, taking primary theoretical inspiration from Kate Wright’s “Moral Economies:Interrogating the Interactions of NGOs, Journalists and Freelancers”, (2016) and MatthewPowers’ Beyond Boon or Bane; Using normative theories to evaluate the newsmakingefforts of NGOs (2017).The findings of this study could be of use to NGO practitioners and journalists who areconsidering engaging in an NGO-media partnership, as well as to journalism, media anddevelopment researchers.