Marketing charity:  Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event.
Published: 2006
Language: eng
Number of pages: 105
ISBN-13: 9780494163436
Description: This thesis employs a discourse analysis to examine a fundraising video used in the marketing and recruitment for the Weekend to End Breast Cancer (WEBC) fundraising event. The discourses of the WEBC construct a moral story about the risk and uncertainty of breast cancer, and the ways we might best respond to this through the actions of individuals on behalf of an entire community. Dominant discourses in the video represent breast cancer as an uncertain and unpredictable experience: one which is best addressed by asserting a healthy body against the threat of disease. Participation in the WEBC is thus positioned as a strategy of certainty, and a responsible method of coping with risk. Moreover, discourses of self-care and care of the community market directly to women, imploring them to take action on behalf of their own health causes, and effectively exploiting an ethic of care. In so doing, the WEBC shapes subjects which are productive for the both the cause of breast cancer, and the private business of charity.
Notes: Source: Masters Abstracts International, Volume: 44-06, page: 2521.

Thesis (M.Sc.)--University of Toronto, 2006.

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