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Social Marketing as Global Communication Technology: The Power and Limits of Narrowcasting

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Abstract:

This paper will look at social marketing as the current media-based approach of choice for translating public health and development agendas into community practices and promoting healthy behaviors in underserved populations. Social marketing is a flexible systems approach that presents itself as a universal communication technology of global application that effectively studies and intervenes in local sites in all their singularity and specificity. The paper will analyze its preferred strategy of narrowcasting to well-defined, targeted audiences through smaller, more community-based channels (now potentially more enabled by new digital technologies) and how narrowcasting provides a technique for articulating (neoliberal) ethical subjects in the mediasphere in relation to projected communities. This analysis builds on earlier work done in a published book anti-smoking campaigns in California, France, and Japan in the context of globalization and neoliberal governance.
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p171245_index.html
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MLA Citation:

Reid, Roddey. "Social Marketing as Global Communication Technology: The Power and Limits of Narrowcasting" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p171245_index.html>

APA Citation:

Reid, R. "Social Marketing as Global Communication Technology: The Power and Limits of Narrowcasting" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA <Not Available>. 2013-12-15 from http://citation.allacademic.com/meta/p171245_index.html

Publication Type: Session Paper
Abstract: This paper will look at social marketing as the current media-based approach of choice for translating public health and development agendas into community practices and promoting healthy behaviors in underserved populations. Social marketing is a flexible systems approach that presents itself as a universal communication technology of global application that effectively studies and intervenes in local sites in all their singularity and specificity. The paper will analyze its preferred strategy of narrowcasting to well-defined, targeted audiences through smaller, more community-based channels (now potentially more enabled by new digital technologies) and how narrowcasting provides a technique for articulating (neoliberal) ethical subjects in the mediasphere in relation to projected communities. This analysis builds on earlier work done in a published book anti-smoking campaigns in California, France, and Japan in the context of globalization and neoliberal governance.

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