Abstract
A qualitative data analysis software package NVivo was used to analyse mass media social marketing campaigns to identify if the dimensions of religion were present. The analysis of each campaign included word frequency, a tree map analysis of the campaign as a whole and a tree map analysis of the different campaign mediums. The results indicate that whilst the Material and Narrative or Mythic dimensions had little to no presence across the five (5) campaigns, the following five (5) dimensions were visible across the campaigns: (1) Doctrinal and Philosophical (2) Ethical and Legal (3) Experiential and Emotional (4) Practical and Ritual and (5) Social and Institutional. However, not all of the identifiers within these dimensions were present. The emerging and abstract findings from the textual analysis require further clarification, distilling, elaboration and enhancement. Therefore, a series of questions were developed and in-depth interviews have been recommended to triangulate the findings and add validity when drawing meaningful conclusions.
Highlights
The analysis and review of mass media social marketing campaigns is a continuation of the body of work outlined in Van Esch et al (2013) and Van Esch and Van Esch (2013)
The results indicate that the slogan appears in both speech and text across all of the different campaign mediums
The results indicate that the slogan appears in either speech or text across all of the different campaign mediums
Summary
The analysis and review of mass media social marketing campaigns is a continuation of the body of work outlined in Van Esch et al (2013) and Van Esch and Van Esch (2013). In terms of the different mass media mediums, the samples included but were not limited to: TV commercials, radio, print (e.g., posters) and outdoors (e.g., bus shelters, shopping trolleys) (Van Esch & Van Esch, 2013). In a review of the literature, seven (7) sources provide practical guidelines for sample sizes (Table 2). 228–229) Source: Adapted from Mason (2010); Van Esch and Van Esch (2013). Using qualitative software (i.e., NVivo 10), the data was subjected to coding and categorisation in accordance with the research methodology outlined in Van Esch and Van Esch (2013) and an analysis conducted that included: 1) Word frequency; 2) Tree map analysis—Campaign as a whole; 3) Tree map analysis—The different campaign mediums
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