Social Marketing Theoretical Concepts

Social Marketing Theoretical Assumptions

• Social marketing is a process designed to influence target audience behaviors for the benefit of individuals and society
• Recognizes that commercial marketing techniques can be used to promote socially beneficial behaviors
• Key goal is to change behaviors for the better
• Examines the social, economic, and environmental consequences of individual actions

Social Marketing Applications

• Public health campaigns aiming to reduce smoking, increase vaccination rates, and promote healthy eating habits
• Environmental campaigns aimed at promoting recycling, energy conservation, and reducing pollution
• Community development efforts designed to improve social cohesion, increase civic participation, and address poverty
• Marketing of social services to increase awareness and utilization of programs like education, healthcare, and social assistance

4 Ps of Social Marketing

• Product: The behavior you're advocating
• Price: The cost of adopting the behavior (financial, time, effort, etc.)
• Place: Where and how people will be exposed to the behavior and how to make it accessible
• Promotion: Communication strategies and tactics used to reach the audience

Behavioral Focus in Social Marketing

• Employs consumer behavior theories to understand and predict behavior change
• Explores factors influencing people's choices like knowledge, attitudes, beliefs, social norms, and environmental factors
• Creates tailored messages and interventions to influence desired behaviors

Social Marketing vs. Commercial Marketing

• Focuses on: social benefits vs. profit maximization
• Target audiences: individuals and communities vs. consumer segments
• Marketing mix: prioritizes social impact vs. product or service features

Steps to Social Marketing Campaign Success

• Define the target audience
• Research the target audience's needs, priorities, and existing behaviors
• Develop a clear and compelling message
• Select effective channels to reach the target audience
• Implement the campaign and monitor its progress
• Evaluate the campaign's effectiveness and make necessary adjustments

Why Campaigns Fail

• Lack of a clear target audience or deep understanding of target audience needs
• Unrealistic goals or expectations
• Inadequate resources or funding
• Poor campaign design or execution
• Insufficient promotion and communication

Cultivation Theory

• Suggests that prolonged exposure to media, especially television, cultivate a perception of the world that aligns with the media's portrayal.
• Compares the impact of media to an iceberg. The visible "tip" is the actual content, while the submerged "bulk" represents underlying messages and assumptions that influence viewers' perceptions and beliefs.
• The more exposure people have to media content, the more likely they are to believe that the world is like that.

Priming Theory

• Refers to the idea that exposure to certain stimuli can activate or prime related thoughts, feelings, or behaviors.
• Violent media can prime thoughts, feelings, and behaviors related to aggression and violence, which can increase the likelihood of aggressive behavior in viewers.

Agenda-Setting Hypothesis (ASH)

• Media, by covering certain issues more frequently or prominently, influence the public's perception of the importance of those issues.
• The media doesn't tell people what to think, but what to think about.

Framing

• Media can frame issues in a way that influences people's understanding of those issues.
• Media can influence audiences’ perspectives by highlighting particular aspects of a story or issue while downplaying others.

Entertainment Education

• Uses entertainment media (like television programs or films) to educate viewers about important social issues and promote positive behaviors.
• Narrative involvement immerses the audience in the story.
• Character involvement engages viewers with the characters, leading to:
• Identification: Viewers feel a sense of connection with the characters and their experiences.
• Wishful Identification: Viewers want to be like the characters or possess their traits
• Similarity: Viewers see themselves in the characters or identify with their situations.
• Parasocial Interaction: Viewers feel a sense of connection with the characters as if they were real people.
• Liking: Viewers develop positive feelings towards the characters.

Gerbner et al. (1982)

• Cultivates the idea that heavy television viewers are more likely to perceive the world as a violent and dangerous place, even if their real-life experiences do not reflect this
• Main findings: heavy television viewers are more likely to hold beliefs about the world being a dangerous place, even if their real-life experiences do not reflect this.

Calvert et al. (2017)

• Shows that exposure to violent video games is associated with aggression.
• Main findings: Exposure to violent video games is associated with aggression.

Stein, Krause, & Ohler (2019)

• Investigates the effects of social media news consumption and political polarization.
• Main findings: Exposure to social media news is associated with an increase in political polarization.

Jo & Berkowitz (1994)

• Studies the effects of violent media on aggressive behavior.
• Main findings: Exposure to violent media can increase aggressive behavior in viewers.

Saleem, Prot, Anderson, & Lemieux (2017)

• Research examines the impact of entertainment education on health behaviors.
• Main findings: Entertainment education can be effective in promoting positive health behaviors.

Social Categorization Theory

• People naturally categorize themselves and others into social groups, including social categories like race, gender, and social class.

Key Concepts in Social Categorization Theory

• Stereotypes: Widely held beliefs about a particular group of people that can be positive, negative, or neutral. They can be inaccurate or overgeneralized.
• Prejudice: Preconceived opinions or judgments about individuals or groups, usually based on stereotypes.
• Discrimination: Unfair treatment or actions directed towards individuals or groups based on prejudice, beliefs, and stereotypes.

The Role of Media in Social Categorization Theory

• Media representations can contribute to the formation and perpetuation of stereotypes, prejudice, and discrimination.
• Frequently depicted stereotypes about racial, gender, or sexual identity can reinforce existing biases and prejudices, shape how people perceive the world, and influence their interactions with others.

Clark’s Four Stages of Minority Portrayals

• Describes how media representations of minority groups have evolved over time.
• Non-recognition: Minority groups are largely absent from media.
• Ridicule: Minority groups are portrayed in a negative light for humor or entertainment, often with harmful stereotypes
• Regulation: Minority groups are depicted in more positive roles but are portrayed in limited, often stereotyped roles that support social hierarchies.
• Respect: Minority groups are represented in a more nuanced and realistic way, reflecting the diversity within the group and challenging stereotypes.

Dixon & Linz (2000)

• Examines media representations of Blacks and Latinos in news coverage of crime.
• Key findings: Blacks and Latinos are disproportionately depicted as perpetrators of crime, even though crime statistics do not support this. This can contribute to racial bias and prejudice.

Dixon & Williams (2015)

• Studies the media representations of Muslims in news coverage related to terrorism.
• Key findings: Coverage of Muslim-related terrorism is often skewed and can perpetuate stereotypes and prejudices against Muslims.

Dixon (2017)

• Examines the connections between media representations and public perceptions of crime and punishment.
• Key findings: Media portrayals of crime and punishment can influence the public’s perceptions of crime and justice.

Ahmed & Matthes (2016)

• Examines gender representations in television news.
• Key findings: Women are still underrepresented in news coverage and are often presented in stereotypical roles.

Mastro & Behm-Morawitz (2005)

• Investigates media portrayals of beauty ideals and body image among young people.
• Key Findings: Media frequently promotes unrealistic beauty standards that can harm the self-esteem and body image of young people.

Mastro (2017)

• Examines media portrayals of LGBTQ+ characters and the impact on public attitudes.
• Key findings: Media representations of LGBTQ+ characters have become more diverse, but challenges remain in portraying them realistically and avoiding harmful stereotypes.

Quick et al. (2016)

• Studies the representation of women in leadership positions in television.
• Key findings: Women are still underrepresented in leadership roles on television, which can reinforce gender stereotypes.

Gender and Film

• Examines how gender is represented in films and how these representations can influence audience perceptions.
• Key findings: Films often perpetuate gender stereotypes about roles, abilities, and behaviors.

Race and Film

• Investigates the role of race in film and the impact of racial representations on audiences.
• Key findings: Films can contribute to racial stereotypes and prejudices, but they can also be used to challenge stereotypes and promote understanding.

Percentage of Nonverbal Communication vs. Verbal Communication

• Researchers estimate that nonverbal communication accounts for over 60% of communication.

Types of nonverbal communication

• Kinesics: Body language, including facial expressions, gestures, and body posture.
• Paralinguistics: Vocal aspects of communication like tone, pitch, and rhythm.
• Proxemics: Use of personal space and proximity to others.
• Haptics: Touch and its communication value.
• Physical appearance: Clothing, hairstyle, and other aspects of physical appearance can convey messages.
• Chronemics: The use of time in communication.

Relationship of Nonverbal and Verbal Behavior

• Repeat: Nonverbal behaviors can repeat or reinforce verbal messages.
• Contradict: Nonverbal communication can contradict verbal messages, creating confusion or suspicion.
• Substitute: Nonverbal cues can replace verbal messages entirely.
• Accent/Modify: Nonverbal behavior can emphasize or modify the meaning of verbal communication.

Myths about Nonverbal Communication

• Nonverbal communication has a single meaning: Nonverbal cues are often ambiguous, and their interpretations can vary depending on context and cultural background.
• Lying can always be detected through nonverbal communication: There is no single, universal nonverbal cue that reliably indicates deception, and individuals can be skilled at concealing their true emotions.

Interpersonal Deception Theory

• Explains the processes involved in detecting deception.
• Deception: The act of intentionally misleading or deceiving another person.
• What Do Liars Do?: Liars may exhibit nonverbal cues like increased blinking, pupil dilation, or facial expressions that don't align with their words. However, these cues are often unreliable.

Explore the foundational theories of social marketing, which leverages commercial marketing techniques to influence behaviors for societal benefits. This quiz covers applications in public health, environmental awareness, and community development initiatives.