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Consciência crítica e marketing social
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Orientador(es)
Resumo(s)
O Marketing Social, desde a sua definição inicial (1971), é um campo multidisciplinar de referência na conceptualização e implementação de intervenções de
melhoria de comportamentos sociais (behavior change), motivo para o seu desenvolvimento e para o das suas instituições, em inúmeros países. Adoptando abordagens provenientes do marketing comercial, o Marketing Social tem, contudo, um
significativo espaço de conexão com a Conscientização (Critical Consciousness), tal
como Freire a concebeu e implementou. Esta comunicação procura identificar essa
conexão e as suas incidências. Procede-se a uma caracterização da Conscientização
e do Marketing Social, bem como à revisão dos estudos de Marketing Social (com
base nos seus principais journals), que apresentam várias conexões com a Conscientização. Conclui-se que existe uma considerável dimensão de aproximações,
em conceitos e processos, e que há espaço para uma produtiva interconexão entre
os dois campos.
Este texto dos autores decorre do seu trabalho (Critical Consciousness Raising)
publicado in Chahid Fourali and Jeff French (Eds.), The Palgrave Encyclopedia of So cial Marketing, London, Palgrave Macmillan, 2021.
Since its definition (1971), Social Marketing is a multi-disciplinary field, a reference as a concept and a process for social behavior change developed in several countries and by several institutions. Adopting marketing’s concepts and tools, Social Marketing is interconnected with Critical Consciousness, as this was conceived and implemented by Freire. This communication seeks to identify that connection and its implications. It characterizes Critical Consciousness and Social Marketing and reviews Social Marketing studies (published in its main journals) according to their connections with Critical Consciousness. It is concluded that several relations exist, some concepts are similar, and there is space for a much stronger interconnection between both approaches. This paper is a result of the authors’ work (Critical Consciousness Raising) published in Chahid Fourali and Jeff French (Eds.), The Palgrave Encyclopedia of Social Marketing, London, Palgrave Macmillan, 2021.
Since its definition (1971), Social Marketing is a multi-disciplinary field, a reference as a concept and a process for social behavior change developed in several countries and by several institutions. Adopting marketing’s concepts and tools, Social Marketing is interconnected with Critical Consciousness, as this was conceived and implemented by Freire. This communication seeks to identify that connection and its implications. It characterizes Critical Consciousness and Social Marketing and reviews Social Marketing studies (published in its main journals) according to their connections with Critical Consciousness. It is concluded that several relations exist, some concepts are similar, and there is space for a much stronger interconnection between both approaches. This paper is a result of the authors’ work (Critical Consciousness Raising) published in Chahid Fourali and Jeff French (Eds.), The Palgrave Encyclopedia of Social Marketing, London, Palgrave Macmillan, 2021.
Descrição
Palavras-chave
Conscientização Mudança social Marketing social Critical consciousness Social behavior change Social marketing . Faculdade de Ciências Sociais
Contexto Educativo
Citação
Editora
Centro de Investigação em Educação da Universidade da Madeira (CIE-UMa)