Introducing social practices theory to the social marketing agenda

Spotswood, F. (2015) Introducing social practices theory to the social marketing agenda. In: World Social Marketing Conference 2015, Sydney, Australia, 19-21 April 2015. Available from: http://eprints.uwe.ac.uk/24616

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Publisher's URL: http://wsmconference.com/sydney-2015/programme/

Abstract/Description

This paper introduces Social Practices Theory (SPT) as a way of facilitating necessary evolution in social marketing. SPT conceptualises individuals as carriers of practices comprising materials, competences and meanings (Shove et al., 2012). The theory enables problem ‘practice’ to be analysed in the abstract through the detailed consideration of the links between elements. Thus social marketers can use SPT to frame their contribution to the strategic planning of interdisciplinary solutions, which has been identified as the future of effective behaviour change (House of Lords, 2011). Secondly, SPT removes the individual from the focus of enquiry, distancing social marketing from its criticisms of myopic individualism. Both disciplinary evolutions are required for social marketing to survive.

Item Type:Conference or Workshop Item (Speech)
Uncontrolled Keywords:social practices theory, social marketing
Faculty/Department:Faculty of Business and Law
ID Code:24616
Deposited By: Dr F. Spotswood
Deposited On:08 Jan 2015 08:48
Last Modified:10 Jan 2017 05:02

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