Social marketing and social movements: creating inclusive social change coalitions

Gurrieri, L, Gordon, R, Barraket, J, Joyce, A and Green, C 2018, 'Social marketing and social movements: creating inclusive social change coalitions', Journal of Social Marketing, vol. 8, no. 4, pp. 354-377.


Document type: Journal Article
Collection: Journal Articles

Title Social marketing and social movements: creating inclusive social change coalitions
Author(s) Gurrieri, L
Gordon, R
Barraket, J
Joyce, A
Green, C
Year 2018
Journal name Journal of Social Marketing
Volume number 8
Issue number 4
Start page 354
End page 377
Total pages 24
Publisher Emerald Publishing Limited
Abstract Purpose This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas. Design/methodology/approach Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative and evaluative research related to two high profile Australian Government funded anti-obesity campaigns. Findings The case analysis highlights the disconnect between public health actors and the marginalized voices of those they are meant to be representing. Whilst public health actors characterise obesity as a social issue of individual responsibility, disease and rational-decision making; fat activists frame a competing collective identity of well-being, support and self-acceptance that characterise their social change efforts. Research limitations/implications This research highlights how complexities arise but can potentially be overcome in creating inclusive social change coalitions that incorporate the voices of citizen groups whom have mobilised into social movements. Specifically, we highlight the importance of generating a common language around obesity, the significance of collaborative and supportive relations and the need to create common unity through emotional investment and returns - a departure from the highly rational approaches taken by most social change programs. Practical implications Obesity is a complex social issue marked by conflict and contestation between those who are obese and the very actors working to support them. Our research contends that creating
Subject Marketing not elsewhere classified
Social Change
Keyword(s) Collective identity
Fat activism
Inclusion
New social movements
Obesity
Social change coalitions
DOI - identifier 10.1108/JSOCM-12-2016-0078
Copyright notice © Emerald Publishing Limited
ISSN 2042-6763
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