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Article
Publication date: 27 November 2017

Ross Gordon, Katherine Butler, Paul Cooper, Gordon Waitt and Christopher Magee

This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded…

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Abstract

Purpose

This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded interdisciplinary social marketing energy efficiency programme. Energy + Illawarra was a community programme working with low-income older people in Australia and involving social marketers, human geographers and engineers. The paper aims to identify how ecological systems theory can inform social marketing, and what practicalities there may be in doing so. The paper also aims to assess whether a social marketing programme that draws on ecological systems theory can have a positive impact on people’s thermal comfort.

Design/methodology/approach

First, the paper uses critical discursive analysis to examine the use of various elements of a social marketing energy efficiency programme in relation to the different levels of ecological systems theory. Second, a longitudinal cohort survey study design is used to evaluate the programme’s influence on people’s perceptions of thermal comfort and satisfaction with thermal comfort in their homes.

Findings

The study found that ecological systems theory could be an effective framework for social marketing programmes. The evaluation study found that the intervention had a positive impact on participant’s perceptions of thermal comfort, satisfaction with thermal comfort and attitudes towards energy efficiency. However, the paper identifies some potential tensions in using ecological systems theory and suggests that issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences are important considerations in social marketing programmes.

Originality/value

The work presented here suggests that multi-level social marketing programmes that draw on ecological systems theory can make a useful contribution to social change as demonstrated by the evaluation survey finding positive impacts on thermal comfort and attitudes of participants. However, issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences should be considered in social marketing programmes.

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Article
Publication date: 9 October 2017

Ross Gordon, Gordon Waitt and Paul Cooper

This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human…

376

Abstract

Purpose

This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human geographer and an engineer on working across disciplines in an Australian community energy efficiency intervention – Energy + Illawarra. The paper also aims to identify challenges, practicalities and learning that emerge from collaborating on interdisciplinary projects. It also aims to provide some suggestions and guidelines for researchers in the interdisciplinary space.

Design/methodology/approach

The paper uses a case study approach and presents the critical reflections of a social marketer, a human geographer and an engineer on working together on the Energy + Illawarra project – a community energy efficiency social marketing intervention.

Findings

Challenges in interdisciplinary projects that are presented by differences in ontology, methodology, language and discourse are identified. The importance of being critically reflexive and openness to alternative perspectives are examined. Concerns over publishing interdisciplinary research are considered. The value of experimenting and developing partnerships through pilot projects is discussed. The potential of leveraging existing synergies and the opportunity to learn from clashes in ontology are also highlighted.

Originality/value

This paper contributes to the discussion about being interdisciplinary in social marketing by identifying subjectivities, practicalities and opportunities from collaborating on cross-disciplinary projects. Guidance for researchers on working on interdisciplinary projects offers value for social marketers working in this area.

Details

Journal of Social Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 11 April 2016

Katherine Butler, Ross Gordon, Kate Roggeveen, Gordon Waitt and Paul Cooper

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical…

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Abstract

Purpose

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical exploration of the concept of value-in-behaviour, and, in doing so, identify that it is a logical addition to the extant concepts of value-in-exchange and value-in-use.

Design/methodology/approach

Exploratory focus group research was conducted to explore older, low-income people’s perceived value towards using energy efficiently in the contexts of their everyday lives. The research was conducted in regional New South Wales, Australia, with 11 focus groups of 59 people (40 females, 19 males) aged over 60 with a personal disposable income below $26,104 per annum.

Findings

Using this framework, functional, economic and ecological value appeared to be the most pertinent value dimensions for using energy efficiently, while social or emotional value was less relevant. Attention is drawn to how value in using energy efficiently emerges within the everyday contingencies and constraints configured by individual households’ financial, social, material and cultural contexts. These findings suggest that programmes in this area and with similar target groups would benefit from trying to promote and co-create such value.

Originality/value

The present study provides empirical evidence that consumers in a social marketing context appear to perceive value-in-behaviour in relation to using energy efficiently. This approach inspires social marketers to foster individual behaviour change through a better understanding of how value is created in everyday practices. This builds upon existing work on value in social marketing and suggests that value is an important concept that warrants continued theoretical, empirical and practical exploration.

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Book part
Publication date: 11 July 2017

Karen A. Johnson

Anna Julia Cooper and Septima Poinsette Clark were two prominent late 19th- and early 20th-century educators. Cooper and Clark taught African American students in federally…

Abstract

Anna Julia Cooper and Septima Poinsette Clark were two prominent late 19th- and early 20th-century educators. Cooper and Clark taught African American students in federally sanctioned, segregated schools in the South. Drawing on womanist thought as a theoretical lens, this chapter argues that Cooper and Clark’s intellectual thoughts on race, racism, education, and pedagogy informed their teaching practices. Influenced by their socio-cultural, historical, familial, and education, they implemented antioppressionist pedagogical practices as a way to empower their students and address the educational inequalities their students were subjected to in a highly racialized, violent, and repressive social order. Historical African American women educators’ social critiques on race and racism are rarely examined, particularly as they pertain to how their critiques influence their teaching practices. Cooper and Clark’s critiques about race and racism are pertinent to the story of education and racial empowerment during the Jim Crow era.

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Book part
Publication date: 27 July 2021

Erkki Sutinen and Anthony-Paul Cooper

Abstract

Details

Digital Theology: A Computer Science Perspective
Type: Book
ISBN: 978-1-83982-535-4

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Book part
Publication date: 27 July 2021

Erkki Sutinen and Anthony-Paul Cooper

Abstract

Details

Digital Theology: A Computer Science Perspective
Type: Book
ISBN: 978-1-83982-535-4

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Book part
Publication date: 27 July 2021

Erkki Sutinen and Anthony-Paul Cooper

Abstract

Details

Digital Theology: A Computer Science Perspective
Type: Book
ISBN: 978-1-83982-535-4

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Book part
Publication date: 27 July 2021

Erkki Sutinen and Anthony-Paul Cooper

Abstract

Details

Digital Theology: A Computer Science Perspective
Type: Book
ISBN: 978-1-83982-535-4

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Abstract

Details

Digital Theology: A Computer Science Perspective
Type: Book
ISBN: 978-1-83982-535-4

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Book part
Publication date: 4 September 2004

Judith J. Madill, George H. Haines and Allan L. Riding

Abstract

Details

Silicon Valley North
Type: Book
ISBN: 978-0-08044-457-4

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