Abstract
In its struggle to find funding, non-profit organisations world-wide are increasingly using social marketing strategies. This approach potentially influences non governmental organisations (NGOs) and community based organisations (CBOs) in their communication with their “clients”, i.e. those persons and com-munities in need of development. Marketing strategies con-sequently become instruments in achieving social development, with as main premise that behaviour could be changed by means of persuasive, top-down communication. Social marketing, with its roots in marketing, has a strong focus on persuasion and favours top-down communication rather than dialogical communication strategies suggested by the par-ticipatory development communication approach. It is also questionable whether social marketing can be equated with the principles of a Biblically informed approach to communication. With these questions in mind, this article discusses Biblical views on communication and the participatory development communication approach. A critique of the social marketing approach is then offered. It is argued here that there is no clear-cut answer as to whether social marketing could be described as participatory. What is clear is that there are many different views on social marketing, as is the case with participatory approaches. It would thus seem more correct to place social marketing on a participation continuum, rather than to define it as being participatory and thus per definition ethical or not. Finally, a number of suggestions are made which could bring it more in line with the participatory communication approach as well as Biblical principles on com-munication.
Highlights
In its struggle to find funding, non-profit organisations world-wide are increasingly using social marketing strategies
Marketing strategies become instruments in achieving social development, with as main premise that behaviour could be changed by means of persuasive, top-down communication
Given the fundamentals of the marketing approach, it raises pertinent ethical questions about the nature of the communication employed by marketing influenced organisations. Some of these questions are informed by the participatory approach
Summary
In its struggle to find funding, non-profit organisations world-wide are increasingly using social marketing strategies This approach potentially influences NGOs and CBOs in their communication with their. Marketing strategies become instruments in achieving social development, with as main premise that behaviour could be changed by means of persuasive, top-down communication Those preferring the participatory communication approach, find the top-down approach a clear fallback to the discredited modernist approach. Given the fundamentals of the marketing approach, it raises pertinent ethical questions about the nature of the communication employed by marketing influenced organisations Some of these questions are informed by the participatory approach (with its strong emphasis on dialogical communication). The participatory approach seems more in line with basic fundamentals of a Christian approach to communication and development With this in mind, this article intends a critique of the social marketing approach. In order to set the scene for a critique of the social marketing approach, we will first discuss some points of departure regarding a Biblical approach to communication, followed by a brief overview of how development communication evolved
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