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January 24, 2010 | History

Marketing charity: Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event 1 edition

Marketing charity: Discourses of risk, personal transformation and co ...
Julia Laura D'Aloisio

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Marketing charity: Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event.

Published 2006 .
Written in English.

About the Book

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.

Edition Notes

Source: Masters Abstracts International, Volume: 44-06, page: 2521.

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

Electronic version licensed for access by U. of T. users.

ROBARTS MICROTEXT copy on microfiche.

The Physical Object

Pagination
105 leaves.
Number of pages
105

ID Numbers

Open Library
OL19215675M
ISBN 13
9780494163436

History Created December 11, 2009 · 2 revisions Download catalog record: RDF / JSON

January 24, 2010 Edited by WorkBot add more information to works
December 11, 2009 Created by WorkBot add works page