Embodied philanthropy and Sir Captain Tom Moore's “Walk for the NHS”

نویسندگان

چکیده

Recent decades have witnessed growing popularity in embodied philanthropy, where participants undertake various types of publicly displayed bodily labour support their respective causes. The fundraising potential such efforts reached extraordinary heights during Sir Captain Thomas Moore's “Walk for the National Health Service,” wherein 99-year-old World War II veteran walked laps his garden to raise funds COVID-19 pandemic. Within less than a month “Captain Tom” raised over £30 million, highest amount ever by an individual charity walker. To better understand social and cultural drivers behind incredible this article applies Julie Robert's theoretical framework exploring multivalent semiotic that Moore radiated through age, disability, military adornments, Yorkshire grit, unfailingly positive, aphoristic style speaking. During time global crisis, distinct array affordances enabled Tom simultaneously serve as honest broker, teacher, exemplar, rallying figure, ultimately martyr. Such practices sacrificial citizenship, however, troubling questions, particularly relation expectations fellow citizens should likewise stoically uphold civic-minded resilience times crisis. Furthermore, while benefits can prove extraordinarily impactful, organizations exercise care too readily attaching themselves particular causes, lest they become complicit contentious agendas or even inadvertently mislead donors.

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ژورنال

عنوان ژورنال: Journal of philanthropy and marketing

سال: 2022

ISSN: ['2691-1361', '1360-8576']

DOI: https://doi.org/10.1002/nvsm.1747