Affective economies in crowdfunding for cancer.

Abstract

Cancer patients and survivors in the United States are increasingly likely to use online crowdfunding as a means of offsetting the expenses associated with their medical care. This practice of making an online appeal for support to a broad public audience constitutes an inadvertent form of informal emotional labor for its practitioners-labor in which striking the right affective notes in one's appeal is believed to be critical to fundraising outcomes. Drawing on ethnographic interviews, we suggest that crowdfunding produces an array of complex, often contradictory sentiments and narrative incentives for cancer patients and survivors-ultimately transforming the experience of serious illness.