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.

Knowledge enhancement in the change process : social marketing and attitude change leading to improved environmental behaviour

The complexity of relationships between social change and natural resource management has generated interest in the identification of indicators that might provide more streamlined means of monitoring and planning control programmes. This case study highlights the marketing paradigms of benchmarking and social marketing in a not-for-profit governmental environment. Publicly funded programs that require individual and community participation need to be marketed with a view to optimising involvement and commitment of the various stakeholders. A mail survey with a representative sample of 608 respondents was conducted to evaluate the effectiveness of a social marketing program. This study highlights the use of social marketing in a program to overcome an environmental issue by a governmental agency. Changing attitudes and beliefs takes time and often the target audience may not even know they have a problem that needs fixing. This process influences the focus of the social marketing effort which might be organised into three phases: • Raise awareness and knowledge.   •Change attitudes.  • Encourage action. The research conducted in this study illustrates how the various stages in the social marketing process were achieved through knowledge enhancement in an environmental management case study.

Climate change and social inclusion: opportunities for justice and empowerment

...the greatest untapped resource at our disposal lies in the disadvantaged Australians living in our most excluded communities. (Nicholson 2007 p. 4)

The commons are where justice and sustainability converge, where ecology and equity meet. (Shiva 2005 p. 50)

Since 1990, the Intergovernmental Panel on Climate Change (IPCC) has recognised human induced climate change to be primarily a result of burning fossil fuels and land clearing (Lee 2007). Changes to the world's climate patterns have been occurring for decades, but only in recent times has climate change arrived in our collective conscious. An onslaught of extreme weather events, destruction and failure of crops, increasing levels of water restrictions, government announcement of desalination plants. proposed increase in prices for utilities such as power and water - have ushered climate change into the Australian lexicon.

The challenges for all of us are many and varied and perhaps even unimaginable. as many propose a global reduction in annual C02 emissions of between 60-80% (compared to 1990 levels) by 2050.

We are not talking just about the re-construction of our world, but about its re-invention. Ryan (2007)

How will climate change affect us? Who is most vulnerable? What will be the features of policies and strategies to combat climate change that ensure an equitable and just response across our entire society? Are our present social-cultural justice paradigms of social exclusion and inclusion adequate in addressing the impending health consequences that are likely to result from climate change, and in supporting an equitable. harmonious and fruitful life for all population groups in the future?

This paper, written in the spirit of solution-oriented research. focusing on the causes of positive health rather than the causes of disease and other problems (Robinson & Sirard 2005). explores the possibility of a paradigm shift which imagines the social inclusion of specific population groups, not as an appended extra, but integral to the design of an equitable, sustainable low carbon society of the future.

Genre theory and language change in a community of practice

Business letters are complex sites of interaction. Discussions of genre theory from different disciplinary perspectives (psychology, applied linguistics, rhetoric) highlight tension between stability and change in writing as a social activity. The research extends the use of ethnographic methodology and Communities of Practice in examining writing and a writing community.

From Masterchef to the Arab spring via Wikileaks : social media and political change

This comparison between Bahrain and Australia shows how the main impact of social and mobile media has been in the form of facilitators of rapid political mobilization, as well as tools for everyday socializing and entertainment. Social media are both contributors to, and symptomatic of, a blurring of the boundaries between politics and entertainment, and public and private spheres, whether their users are in Australia or Bahrain, but they are not in themselves the makers of material sites of democracy or even agency.

Social identity and sound change : the case of Wo in Shanghainese

Research has shown that language change is driven on one hand by forces internal to language itself such as grammar-internal systematic pressure, and on the other hand by social motives such as social identity. Language contact presents new features, but why is it that some of them are incorporated as variation and evolving into language change, while others are not? This paper reports a study on a sound change in Shanghainese, a dialect of the Chinese language. Data were collected in natural contexts of conversation followed by a brief interview with informants to gain identity related information about them. It has found that previously negative perception of status attached to a new sound induced by language/dialect contact changed into a positive perception, and people started to identify positively with this new sound. Further, there were differences in various different age and gender groups in taking up the new sound. As a result, this sound has evolved from a nonnative alternative to a systematic variation and it is being established as a sound change. This study has thus further confirmed that social identity plays a pivotal role in driving language features into language variation and language change.

Social marketing and behaviour change : where to from here?

'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...