| Abstrakt: |
This paper will look at the origins and claims of social marketing that since the 1990s has become the preferred communication technology in international development, public health, and community empowerment programs. Born and bred in the U.S. marketing world, it subsequently underwent elaboration in postcolonial programs of development and health education promoted by the USAID working in family planning and child nutrition programs in South Asia, Indonesia, Africa, and Latin America in the 1960s and 1970s. Much of the value of social marketing campaigns was also confirmed by community intervention studies and antismoking campaigns in the industrialized world in the 1980s and 1990s. From the time of its inception in the late 1960s, its proponents have claimed that social marketing to be a very effective way to voice the needs of marginal populations to themselves and to make available possible solutions in the form of behavioral change. In its promotion of citizens and residents as self-acting agents and enterprising consumers who in realizing their personal goals enhance community welfare, it intersects with market-based neo-liberal policy agendas that have stressed tax cuts, the reduction and privatization of state services, the introduction of corporate management and marketing techniques into the public and non-profit sectors and the recruitment of citizens as responsible community members. Its success has been such that social marketing has now positioned itself for many communities, NGOs, and social movements as an obligatory point of access not only to the public media sphere but also to future health and development. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR] |
