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Marketing charity: Discourses of ri...

D'Aloisio, Julia Laura.

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

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing charity: Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event./
Author:	D'Aloisio, Julia Laura.
Description:	105 p.
Notes:	Source: Masters Abstracts International, Volume: 44-06, page: 2521.
Contained By:	Masters Abstracts International44-06.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MR16343
ISBN:	9780494163436

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

Marketing charity: Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event. - 105 p.

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

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

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.

ISBN: 9780494163436Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Marketing charity: Discourses of risk, personal transformation and community in the 'Weekend to End Breast Cancer' fundraising event.
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520 $a 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.
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