ArticleMarketing theory2023
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic.
Article in Marketing theory, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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3 authors.
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Abstract
Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities' advice to change their behaviour. Theories of heroism and embodied health movements inform our typology consisting of four distinct types of everyday heroes. Everyday heroes adopt a variety of actions, uniquely drawing on their embodiment of the illness and embeddedness in the local context. The 'national role model' builds a personal brand promoting beauty with a purpose, while the 'national entrepreneur' assembles resources and builds support networks and institutions. The 'local caregiver' offers face-to-face support to the diseased and afflicted, while the 'local entrepreneur' creates non-risky health practices to replace risky ones. A significant finding is the heroes' courage and creative self-educational work, through which they find their own ways to translate medical knowledge into the local vernacular and practice.
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