Abstract
<p>Religion and mass media social marketing (MMSM) are considered major influencing factors within popular culture. Unfortunately, both researchers and practitioners of MMSM campaigns either lack religious intellect or intentionally mitigate against its logical use whilst on the other hand; empirical research into healthy behaviours indicates an efficacy between religion and desired behaviours/outcomes, however; these elements receive minimal attention from health campaign researchers and practitioners. Remarkably, other social marketing research has used different models/theories of behaviour change, some acknowledge the ‘religion’ concept and its application, yet they fail to recognise and address it as a variable during the data analysis phase. As a result, discussions about the possible intersect and/or inter-relationship of religion and MMSM is often disputed, intentionally abandoned and generally not well informed.</p>
Highlights
The possible link between mass media social marketing (MMSM) campaigns and the dimensions of religion: (1) Practical and ritual, (2) Experiential and emotional, (3) Narrative or mythic, (4) Doctrinal and philosophical, (5) Ethical and Legal, (6) Social and institutional and (7) The material; merits investigation, as this could be one technique to reach people on a large scale to drive mass voluntary behaviour change
While a substantial body of work is available for both concepts, there is limited, literature on this intersect. It is unclear whether and how the dimensions of religion are used in MMSM campaigns. It is unclear if social marketing practitioners can identify and accept the link between the dimensions of religion and social marketing and their willingness to apply the dimensions of religion to MMSM campaigns
Using a qualitative research methodology under an interpretive paradigm within a social science setting, five MMSM practitioners who were identified from government and/or private agencies located in Australia that specialise in the design, creation and evaluation of MMSM campaigns and who have been directly related to or have experienced the topic under investigation formed the sample to participate in recorded semi-structured interviews against eight questions (Table 1)
Summary
The possible link between MMSM campaigns and the dimensions of religion: (1) Practical and ritual, (2) Experiential and emotional, (3) Narrative or mythic, (4) Doctrinal and philosophical, (5) Ethical and Legal, (6) Social and institutional and (7) The material; merits investigation, as this could be one technique to reach people (a targeted social audience) on a large scale to drive mass voluntary behaviour change. While a substantial body of work is available for both concepts, there is limited, literature on this intersect. It is unclear whether and how the dimensions of religion are used in MMSM campaigns. It is unclear if social marketing practitioners can identify and accept the link between the dimensions of religion and social marketing and their willingness to apply the dimensions of religion to MMSM campaigns
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