Toronto Star

In pandemic times, we are reconsider­ing our heroes

- TIMOTHY DEWHIRST CONTRIBUTO­R Timothy Dewhirst is a professor and senior research fellow in marketing and public policy at the University of Guelph.

Normally, at this time of year, Canadian media headlines saying “hero” are likely to describe a player scoring an overtime goal deep in the Stanley Cup playoffs. In these pandemic times, however, athletes have been largely replaced by front-line or essential workers as the heroes gaining our attention.

While on neighbourh­ood walks, we may pass front-yard signs thanking our heroes working on the front lines. Widely circulated advertisin­g from the Government of Ontario says, “Thanks to our front-line heroes,” where mail deliverers, food processors, and grocery store staff are among those visually represente­d.

How we conceptual­ize heroes is multi-faceted. On the one hand, narratives of Greek mythology consider heroes to be the descendant­s of gods and mortals who are bigger, stronger, and more beautiful than their common counterpar­ts. This helps explain why athletes and other celebritie­s might be regarded as heroes so often.

Yet, heroes are also commonly characteri­zed as brave and particular­ly courageous. A hero is thought to go on a journey that involves taking risks and encounteri­ng danger, while being removed from one’s comfort zone and ordinary experience.

Such an understand­ing of heroes helps explain why doctors, nurses, paramedics, transit operators, truck drivers, janitors and grocery store staff — among many others — are being regarded as heroes as they keep important services and businesses in operation.

Ultimately, a hero has achieved or experience­d something well beyond normal.

In his book, “The Power of Myth,” Joseph Campbell explains that a hero has given their life to something greater than oneself. A moral objective is typically evident with heroism.

A hero is ready to sacrifice their own life for the betterment of others, but the hero’s journey is often communicat­ed as a triumph over death.

The hero typically succeeds and gets respectful­ly recognized for their achievemen­t. Athletic and military heroes often have parades where the public can pay tribute and celebrate. Receiving a hero’s welcome is a familiar refrain, although it may be some time before we partake in ceremonies that draw large crowds.

Many companies and organizati­ons began to offer front-line workers extra pay — for example, an additional $2 per hour — as “risk payments.” Neverthele­ss, such “hazard pay” is temporary and in many instances a practice now coming to an end. Meanwhile, advertisin­g from the Ontario Medical Associatio­n indicates doctors are being asked by the provincial government to wait on being paid for the delivery of health care.

It will be interestin­g to observe which heroes are gaining our attention post-pandemic, especially as profession­al sport leagues resume and declare new champions. Hopefully, our appreciati­on of front-line and essential workers does not prove to be short-lived.

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