The political role of government-sponsored social marketing campaigns

Raftopoulou, C E and Hogg, M K (2010) The political role of government-sponsored social marketing campaigns. European Journal of Marketing, 44 (7/8). pp. 1206-1227. ISSN 0309-0566

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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.

Item Type:
Journal Article
Journal or Publication Title:
European Journal of Marketing
Additional Information:
Highly recommended paper in Literati Network Awards for Excellence, 2011
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Deposited On:
11 Jul 2011 18:29
Last Modified:
21 Sep 2023 01:06