Marketing Social Change: A Comparative Historical and Methodological Analysis of Anti-Smoking Endeavors

Even though assessing social marketing endeavors proves to be challenging, evaluators can learn from previous campaigns and identify which facets of social marketing events, programs and campaigns need to be improved. Additionally, by analyzing social movements and evaluating how they connect to social marketing, we can gain a clearer view on ways to ameliorate the field of social marketing. As social marketing becomes increasingly sophisticated and similar to commercial marketing, there is hope that social marketing can yield higher rates of success in the future. Friend and Levy (2002) claimed that it was nearly impossible to compare social marketing endeavors using quantitative criteria and advocate the use of qualitative methods. However, if social marketing scholars developed a more systematic paradigm to assess events, programs and campaigns employing a combination of both quantitative and qualitative methods, then it would be easier to establish which social marketing efforts generated more success than others. When there are too many confounding variables, conclusions cannot always be drawn and evaluations may not be viewed as legitimate. As a result, critics become skeptical of social marketing’s value and both the importance and credibility of social marketing decline. With the establishment of proper criteria and evaluation methods, social marketing can progress and initiate more social change.

The Emerging Civil Society in China and Its Impact on Democratization

Recent years have seen an emerging civil society in an authoritarian China. The authoritarian embrace of civil society challenges the conventional wisdom that civil society is closely linked to democracy. In Beijing, the rhetoric of civil society linked less to democracy than to modernization. However, does civil society development have any impact on democratization in authoritarian regimes? The thesis tries to provide a tentative answer by studying civil society and democratization in post-Mao China. As a result of economic development and political reforms, gradual political liberalization has marked a shift of state-society relations that gives rise to a certain degree of democratization and a growing civil society. The thesis uses a statistical correlation study to examine the relations between grassroots democratization and civil society development. The study concludes that civil society development may have contributed to democratization at the grassroots level but not on the national level. The impact of civil society on democratization depends on the political structure of the state and will remain limited unless the government allows for further state-led democratic openings.