scispace - formally typeset
Search or ask a question
Journal ArticleDOI

Understanding the midstream environment within a social change systems continuum

20 Jul 2016-Journal of Social Marketing (Emerald Group Publishing Limited)-Vol. 6, Iss: 3, pp 258-276
TL;DR: In this paper, a focus group and individual interview data from veterinarians were analyzed through the lens of the motivation, opportunity and ability (MOA) framework to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues.
Abstract: Purpose This paper aims to provide guidance on how midstream social marketing can be used to understand and address wicked problems through adopting a collaborative systems integration approach conceptualised from a macromarketing perspective. Design/methodology/approach Rothschild’s motivation, opportunity and ability (MOA) framework is applied in this study to understand veterinarians as midstream microactors in the macrosystem of wicked animal welfare issues. Focus group and individual interview data from veterinarians were analysed through the lens of the MOA framework to understand veterinarians’ as midstream microactors within a systems continuum. Findings The MOA of veterinarians to engage downstream targets – cat owners – in behaviour change are identified. Fresh insights reveal the challenges and barriers to simply focusing on veterinarians as the key microactor required to address the wicked problem of cat overpopulation. Challenges identified include the cost of sterilisation to both owners and veterinary practices, alongside vying beliefs about the capacity of individual veterinarians to persuade owners about the benefits of sterilisation to improve animal welfare. Additionally, insight into veterinarians’ perceptions of upstream strategies to address the problem – in terms of marketing, education and law – expose further complications on where regulation and law enforcement can be integrated in future social marketing strategies to address the cat overpopulation problem. Practical implications The application of the MOA framework improves understanding of the concept and practice of midstream social marketing. It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution. Originality/value Research and theorisation in this paper demonstrates an alternative pathway to address wicked problems via a collaborative systems integration approach conceptualised from a macromarketing perspective. Effective long-term change relies on understanding and coordinating a broad macrosystem of interconnected actors along a downstream, midstream and upstream continuum. This starts by understanding the microactions of individual actors within the macrosystem.
Citations
More filters
Journal ArticleDOI
TL;DR: The results indicate that social marketing interventions targeting tobacco cessation can be successful even when some of seven distinguishing and mutually exclusive features of social marketing are applied.
Abstract: This study provides a qualitative systematic review of social marketing tobacco cessation programs identify the extent to which seven major components of social marketing are used in social marketi...

56 citations

Journal ArticleDOI
TL;DR: In this paper, the authors identify issues that need to be addressed if social marketing is to become a more system-oriented means to positively influence societal change, including stakeholder voice and participation, the use and reporting of theories and models, the measurement of long-term intervention outcomes and the undesirable impacts of social marketing.
Abstract: Social marketing has gained widespread recognition as a means of motivating behaviour change in individuals for societal good. Many opinions have been shared regarding its potential to affect society or systems-wide change, leading to the macro-or systems social marketing (SSM) concepts and ideas. This paper aims to critically appraise the SSM literature, identify key features and highlight gaps for future research.,A search was conducted of peer-reviewed SSM articles published from 2000 to March 2018 inclusive. A number of online databases were mined, including but not limited to Google, Google Scholar, Scopus, PubMed, Cochrane and Medline. Key social marketing outlets (Social Marketing Quarterly and Journal of Social Marketing) were browsed manually. In total, 28 SSM articles were identified.,SSM adopts a dynamic systems thinking approach; it is an orientation, not a theory or model; it is multi-method; and it recognises that intervention can occur on multiple levels. Yet, greater attention should be given to the complexities of the systems context and the power structures and relations that exist between stakeholders. Significant issues also include stakeholder voice and participation, the use and reporting of theories and models, the measurement of long-term intervention outcomes and the undesirable impacts of SSM.,This paper identifies issues that need to be addressed if social marketing is to become a more system-oriented means to positively influence societal change. Implications for theoretical and practical development of the social marketing field are provided.

49 citations

Journal ArticleDOI
TL;DR: It is shown that using systems thinking can help social marketers to gain big picture thinking and develop strategy for responding to complex issues, while considering the consequences of interventions.
Abstract: Purpose This paper aims to use systems thinking, systems theory and Camillus’ framework for responding to wicked problems to provide social marketers with a theoretically based framework for approaching strategy formation for wicked problems. The paper treats fast fashion as an illustrative case and takes a step back from implementation to provide a framework for analysing and gaining understanding of wicked problem system structure for social marketers to then plan more effective interventions. The proposed approach is intended as a theory-based tool for social marketing practitioners to uncover system structure and analyse the wicked problems they face. Design/methodology/approach Following Layton, this work provides theoretically based guidelines for analysing the black box of how to develop and refine strategy as first proposed in Camillus’ (2008) framework for responding to wicked issues. Findings The prescription thus developed for approaching wicked problems’ system structure revolves around identifying the individuals, groups or entities that make up the system involved in the wicked problem, and then determining which social mechanisms most clearly drive each entity and which outcomes motivate these social mechanisms, before determining which role the entities play as either incumbent, challenger or governance and which social narratives drive each role’s participation in the wicked problem. Originality/value This paper shows that using systems thinking can help social marketers to gain big picture thinking and develop strategy for responding to complex issues, while considering the consequences of interventions.

47 citations


Cites background from "Understanding the midstream environ..."

  • ...…social marketing acknowledges that stakeholders across the full ecosystem of society must be coordinated and integrated in the societal change process including legislators, business, media, other organisation and the community as an entity itself (Andreasen, 2006)” (May and Previte, 2016: p 260)....

    [...]

  • ...…starting to provide theoretical approaches to solution implementation including macro-social marketing (Kennedy, 2015), behavioural ecology (May and Previte, 2016; Brennan, Previte and Fry, 2016) and variations on Rothschild’s Motivation, Opportunity, Ability model (1999; Parkinson, Schuster and…...

    [...]

  • ...There are multiple socio-cultural models that can be used to address these multitude of facets within wicked problems (Brennan et al., 2014), however it is generally held that they are complementary (May and Previte, 2016)....

    [...]

  • ...…alcohol sales and consumption and posit that the first step in analysis of wicked problems is understanding all actors in the environment and their drivers, a view that is repeated by other social marketers (e.g. Sauders et al., 2015; May and Previte, 2016; Andreasen, 2006; Parkinson et al., 2016)....

    [...]

Journal ArticleDOI
TL;DR: In this article, the authors present an explanation of the key facets of systems literature, a macro-social marketing philosophy and a macrosocial marketing methodology to show the benefits of combining systems thinking and systems theory, thus alleviating conflict within the field.
Abstract: Macro-social marketing is the use of social marketing – up, mid and downstream – to affect holistic systemic change (Kennedy 2016). Presently, fragmented views within macro-social marketing threaten to divide the field. Much of this fragmentation is due to a confusion between systems thinking and systems theory, the basis for macro-social marketing. This article presents an explanation of the key facets of systems literature, a macro-social marketing philosophy and a macro-social marketing methodology to show the benefits of combining systems thinking and systems theory, thus alleviating conflict within the field.

34 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies through three modes or learning infrastructures: engagement, imagination and alignment, enabling a collective sense of connection in the creation of new alcohol-related rituals and traditions.
Abstract: Purpose – The purpose of this paper is to explore how members of an online alcohol reduction community learn, construct and engage in alcohol reduction consumption consistencies. Design/methodology/approach – Blog data from 15 individuals participating in the online community of Hello Sunday Morning were collected and analysed. Informants also participated in a series of in-depth interviews to gain a self-reflective perspective of alcohol reduction action, activities and interactions. Findings – The findings indicate learning of new alcohol reduction consumption consistencies occurs through three modes or learning infrastructures: engagement, imagination and alignment, enabling a collective sense of connection in the creation of new alcohol-related rituals and traditions, competency of practices and transmission of values and norms beyond the community. Research limitations/implications – The results underscore the need for social marketers to recognise learning of alcohol reduction behaviour is continual...

34 citations

References
More filters
Journal ArticleDOI
TL;DR: Thematic analysis is a poorly demarcated, rarely acknowledged, yet widely used qualitative analytic method within psychology as mentioned in this paper, and it offers an accessible and theoretically flexible approach to analysing qualitative data.
Abstract: Thematic analysis is a poorly demarcated, rarely acknowledged, yet widely used qualitative analytic method within psychology. In this paper, we argue that it offers an accessible and theoretically flexible approach to analysing qualitative data. We outline what thematic analysis is, locating it in relation to other qualitative analytic methods that search for themes or patterns, and in relation to different epistemological and ontological positions. We then provide clear guidelines to those wanting to start thematic analysis, or conduct it in a more deliberate and rigorous way, and consider potential pitfalls in conducting thematic analysis. Finally, we outline the disadvantages and advantages of thematic analysis. We conclude by advocating thematic analysis as a useful and flexible method for qualitative research in and beyond psychology.

103,789 citations


"Understanding the midstream environ..." refers methods in this paper

  • ...Data analysis for the qualitative research interviews used an iterative and emergent process using a thematic analytic framework to identify predominant themes (Braun and Clarke, 2006)....

    [...]

Journal ArticleDOI
TL;DR: In this paper, the authors present a framework that considers public health and social issue behaviors and is based on self-interest, exchange, competition, free choice, and externalities.
Abstract: The author presents a framework that considers public health and social issue behaviors and is based on self-interest, exchange, competition, free choice, and externalities. Targets that are prone,...

579 citations


"Understanding the midstream environ..." refers background in this paper

  • ...Rothschild (1999) proposes the relative appropriateness of various combinations of three classes of strategic tools – education, marketing and law – depending on the MOA profile of the targets....

    [...]

  • ...Motivation refers to the target’s desire or readiness to perform the target behaviour, and it strongly encompasses the concept of self-interest – where individuals are motivated to behave when they can see clear personal relevance (Rothschild, 1999)....

    [...]

  • ...Ability essentially refers to the target’s capabilities to perform the target behaviour, including the skills, knowledge and problem-solving proficiency of the target audience, which allows them to engage in the target behaviour (Rothschild, 1999)....

    [...]

  • ...Rothschild’s motivation, opportunity an ability framework Rothschild (1999) presents a framework that explores a target’s MOA to perform a defined behaviour....

    [...]

Journal Article
TL;DR: Government officials and public managers are encountering a class of problems that defy solution, even with the authors' most sophisticated analytical tools.
Abstract: Government officials and public managers are encountering a class of problems that defy solution, even with our most sophisticated analytical tools. These problems are called “wicked” because they have the following characteristics: 1). There is no definitive statement of the problem; in fact, there is broad disagreement on what ‘the problem’ is. 2). Without a definitive statement of the problem, the search for solutions is open ended. Stakeholders – those who have a stake in the problem and its solution – champion alternative solutions and compete with one another to frame ‘the problem’ in a way that directly connects their preferred solution and their preferred problem definition. 3). The problem solving process is complex because constraints, such as resources and political ramifications, are constantly changing. 4). Constraints also change because they are generated by numerous interested parties who “come and go, change their minds, fail to communicate, or otherwise change the rules by which the problem must be solved” (Conklin and Weil, no date: 1).

486 citations


"Understanding the midstream environ..." refers background in this paper

  • ...Regardless of the specific models social marketing practitioners utilise, it is evident that wicked problems involve multiple environments, multiple levels and stakeholders, making them difficult to address (McHugh and Domegan, 2013; Roberts, 2000)....

    [...]

  • ...The socially complex nature of wicked problems means that responsibility and power lies within an elaborate stakeholder network, so long-term change relies on understanding and coordinating a broad system of influence (Kennedy and Parsons, 2012; Roberts, 2000)....

    [...]

  • ...Social problems are described as wicked when their complexity makes the problem difficult to define and the complicated, fluid network of interdependent factors causing effects makes them difficult to address (Kennedy and Parsons, 2012; Roberts, 2000)....

    [...]

Book
30 Nov 2005
TL;DR: This chapter discusses social change, social problems and 21st Century Social Marketing, as well as the role of social marketing in the media and health-Care communities.
Abstract: Preface I. Introduction Chapter 1: Social Change, Social Problems and 21st Century Social Marketing Chapter 2: Creating and Framing the Agenda II. Social Problems and the Role of Social Marketing Chapter 3: The Structure of Social Problems Chapter 4: The Role of Social Marketing Chapter 5: Setting Priorities with Social Marketing III. Upstream Applications Chapter 6: Beyond Downstream Interventions: Influencing Communities Chapter 7: Structural Change: Influencing Law Makers and Regulators Chapter 8: Structural Change: Recruiting Business Allies Chapter 9: Recruiting Allies in the Media and Health-Care Communities IV. Conclusions Chapter 10: Repositioning Social Marketing for the 21st Century

390 citations


"Understanding the midstream environ..." refers background in this paper

  • ...Inspired by this, a holistic approach to social marketing acknowledges that stakeholders across the full ecosystem of society must be coordinated and integrated in the societal change process, including legislators, businesses, media, other organisations and the community as an entity itself (Andreasen, 2006)....

    [...]

  • ...…this, a holistic approach to social marketing acknowledges that stakeholders across the full ecosystem of society must be coordinated and integrated in the societal change process, including legislators, businesses, media, other organisations and the community as an entity itself (Andreasen, 2006)....

    [...]

Journal ArticleDOI
TL;DR: In this article, a new social marketing model was proposed to remove upstream causes of target social problems, and a model was developed to guide social marketing strategic planning to improve program outcomes.
Abstract: Purpose – The reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to improve program outcomes.Design/methodology/approach – This is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.Findings – It appears that social marketing planning may be limited by over‐reliance on commercial marketing tactics and an over‐emphasis on individual behavior change. Finding upstream sources of social problems is a first step. However, social marketers must be willing to employ tactics to ameliorate structural, upstream causes of social problems.Research limitations/implications – The social marketing field needs to further its developmental progress by reducing its use of commercial marketing concepts and increasing its use of concepts from other fields like public health, political science, and social movements.Practical implications – Prac...

216 citations


"Understanding the midstream environ..." refers background in this paper

  • ...As such, they have come under scrutiny for placing unfair blame and responsibility on individuals (McHugh and Domegan, 2013; Wymer, 2011)....

    [...]

Trending Questions (1)
How hard is it to change your social?

It provides a practical and strategic tool that social marketers can apply when approaching behaviour change that leverages midstream actors as part of the social change solution.