Search results

1 – 3 of 3
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 27 July 2010

Effi Raftopoulou and Margaret K. Hogg

The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the…

5710

Abstract

Purpose

The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing.

Design/methodology/approach

Critical discourse analysis of print advertisements and promotional material of a government‐sponsored social marketing campaign is used.

Findings

The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state.

Originality/value

The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 30 March 2012

461

Abstract

Details

European Journal of Marketing, vol. 46 no. 3/4
Type: Research Article
ISSN: 0309-0566

Available. Content available
Article
Publication date: 1 November 2016

Adelina Broadbridge and Sharon Anne Mavin

3206

Abstract

Details

Gender in Management: An International Journal, vol. 31 no. 8
Type: Research Article
ISSN: 1754-2413

1 – 3 of 3
Per page
102050