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Funding Philanthropy - Dr Bernardo's Metaphors, Narratives and Spectacles (Hardcover)
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Funding Philanthropy - Dr Bernardo's Metaphors, Narratives and Spectacles (Hardcover)
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Funding Philanthropy investigates Dr Barnardo's work and
philanthropic 'empire' as early manifestations of promotional and
branding mechanisms in the mid- to late-Victorian period, processes
that would seem commonplace by the mid- to late-twentieth century.
Barnardo possessed a strategic sense of what would excite people's
interest and pity, as well as a seemingly unfailing capacity to
package and promote evangelical philanthropy on behalf of children,
the nation and the Empire. Thus, the book explores Barnardo as
creative promoter and 'showman,' a savvy entrepreneur in an
evangelical context that overtly mandated against privileging
business principles generally, and the practice of direct appeal
specifically. To manage the business of philanthropy, Barnardo
operated as narrator, orchestrator, and showman, depending upon
artfully constructed bodies, images and stories as imperatives for
emotional engagement and collective participation. Funding
Philanthropy offers new knowledge to anyone interested in Victorian
history, conceptualising children, literary modes, and marketing
practices. The book also considers how Barnardo's conception of
charity is closely aligned with principles of unconditional
hospitality, precisely at a moment in time when the English were
intent on centralising philanthropy and on meting out support
according to measures Barnardo regarded as punitive and
unchristian. Part One explicates how institutional branding evolved
according to the properties associated with the metaphor of the
'open door'; Part Two elucidates how narrative devices associated
with fiction raise both affect and funds; Part Three concentrates
on how Barnardo exploited strategies associated with dramatic
performance in public spectacles, despite his adamant strictures
against the theatre itself. Discussion burrows down to elucidate
such events as highly ritualised Annual General Meetings, child
picnics, as well as ubiquitous 'bazaars' and self-denial drives.
Extensive research in Barnardo's vast archive of periodical
publication for children, youth and adults and the wider public
press underpin the discursive analysis.
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