A useful shift in our perspective: integrating social movement framing into social marketing

Abstract

Purpose The elaboration of framing in social movement theory offers a different perspective than is typically taken in social marketing. This paper explores how social marketing may benefit from this alternate lens. Design/methodology/approach The construction, features and processes associated with collective action frames in social movements are examined and explored via two social causes: obesity and disaster preparation. Findings A social movement perspective on framing highlights the need to better understand variations in how groups may perceive a problem and its solutions. It suggests a range of considerations and options in constructing and participating in the development of collective action frames, which are suggested to benefit social marketing initiatives and, thus, society. Research limitations/implications Further research in societal well-being and the meso-level of social change should consider adopting a social movement framing perspective. A list of questions is provided to guide future research. Practical implications Mobilising a group into action is often a necessary and effective step in realising social change. The questions raised in social movement framing will equip practitioners and researchers with greater understanding of the issue, the context and potential solutions, ultimately to encourage positive social movements and social benefit. Originality/value While calls have been made for broader perspectives in social marketing, little attention has been given to social movements. This paper offers a way forward with respect to framing.

Social marketing and social movements: creating inclusive social change coalitions

“…Yet, despite this increasing attention within marketing, social movement theory and practice has received little attention in the social marketing literature (Daellenbach and Parkinson, 2017). This is surprising given the aforementioned history of social movements and their use of what may be identified as social marketing tactics (Gordon, 2018;Hastings, 2017).…”

“…Indeed, researchers have identified how social marketing could help study, frame, and influence the practice of social movements such as environmental conservation (Fox and Kotler, 1980;Wong-Parodi et al, 2011) and the affordable drugs movement in the USA (Holdford, 2005). This has led to calls for assimilation of ideas and a joining of forces between social marketing and social movements (Daellenbach and Parkinson, 2017;Wymer, 2011). Researchers working in public health have identified how the use of social marketing tactics such as advertising and media advocacy can be used to raise awareness about health inequalities as a precursor to developing social movements to improve child health in the USA (see Rienks and Oliva, 2013).…”

“…Drawing on ideas from social movement theory could involve building and deploying social capital, provision or changes to infrastructure and the environment in which people live and work or framing ideologies and messaging around particular social issues to encourage social cohesion and collective action towards pro-social change (Mirabito and Berry, 2015). Daellenbach and Parkinson (2017) advance understanding by examining how the concept of collective action frames from the social movement literature could be used in social marketing to motivate groups to act towards pro-social outcomes. They explain that collective action frames are schemas that guide and structure our use of language, transmit rhetoric, and shape the ideologies and action that language evokes.…”

“…One area that has garnered particular consideration is the role that social movementsa type of group actions that carry out, resist or undo social changecould play in social marketing (Hastings and Domegan, 2013). Daellenbach and Parkinson (2017) recently argued that ideas relating to collective action frames from social movement theory can help inform how social marketing problems are framed in a more socially cohesive and powerful way. However, they also point out that despite support for the idea of aligning social movements and social marketing, there is little conceptual or practical discussion on this in the existing social marketing literature.…”

“…The social movements literature and theoretical foundations are vast. This means that although Daellenbach and Parkinson (2017) make a welcome contribution by identifying how collective action frames from social movement theory can be integrated into social marketing, there remains a paucity of inquiry on how social movements and social marketing may inform one another and help achieve pro-social change. In particular, there is little consideration in the social marketing literature from a critical perspective on some of the issues, challenges and tensions in mobilising and working with social movements.…”