Master of Arts (MA)
Faculty of Arts
This thesis is a theoretically based feminist critical analysis of the politics, problems, and differences around the philanthropy related to breast cancer in comparison to prostate cancer with a focus on the Canadian reality. It is an analysis of the leading national volunteer-based organization dedicated to breast cancer philanthropy: The Canadian Breast Cancer Foundation, and the only national foundation dedicated to the fight against prostate cancer: Prostate Cancer Canada. The concrete grounding is an in-depth analysis of the primary fundraising event for each charity: the CIBC Run for the Cure and Movember Canada. Breast cancer and prostate cancer attack a victim’s sense of gendered identity, and the CIBC Run for the Cure works to ensure a constructed femininity, and Movember works to ensure a constructed masculinity. To date, this thesis is the first academic analysis of Movember. By analyzing the history, the promotional videos, and the corporate support of each event, it was found that both organizations create groups that are expected to perform their femininity or masculinity at the expense of the other group: the CIBC Run for the Cure essentializes a constructed femininity and Movember performs masculinity while dismissing femininity. The CIBC Run for the Cure and Movember are embedded with sex-role stereotyping and gender essentialism, which reproduces the binaries of acceptable forms of femininity and masculinity, and perpetuate certain narratives at the expense of others.
Jacobson, Jenna Leigh, "Moustachioed Men and Marathon Moms: The Marketing of Cancer Philanthropy" (2010). Theses and Dissertations (Comprehensive). 1002.