Towards a reflexive turn: social marketing assemblages. Issue 3 (30th September 2014)

• Record Type: Journal Article
• Authors: Linda Brennan, Prof.; Prof. Lukas Parker, Assistant; Gordon, Ross; Gurrieri, Lauren
• Is Part Of: Journal of social marketing. Volume 4:Issue 3(2014)
• Page Start: 261
• Page End: 278
• Publication Date: 2014-09-30
• Subjects: Social marketing -- Periodicals; 658.8
• DOI: 10.1108/JSOCM-02-2014-0015
• Languages: English
• ISSNs: 2042-6763

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – The purpose of this article is to demonstrate why the time is ripe for a reflexive turn in social marketing, in response to criticisms of social marketing as neo-liberal, positivist and lacking critical introspection. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – The paper traces the development of three paradigms in the field, highlighting the entrenchment of a traditionalist paradigm that heretofore has stifled critical debate and reflexive practice. However, the emergence of social ecologist and critical social marketing paradigms has stimulated the imperative for a reflexive turn. Insights into reflexivity, its relevance and applicability for researchers, participants and other stakeholders in social marketing are considered. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – The paper offers a conceptualisation of social marketing assemblages using the lens of actor-network theory and identifies how this can stimulate engagement and reflexive practice for researchers, participants and other stakeholders (such as non-governmental organisations and Government departments involved in delivering programmes). </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – The article presents relevant theoretical and practical benefits from a reflexive turn in social marketing, highlighting how this will furthermore contribute to discipline building.</p> </sec> </abstract>