Suggests that although social marketing has long been seen as the modern way of communicating social agendas, it may be displaced by a more polemical and manipulative paradigm, social propaganda, and that this rivalry is intimately connected with the rise of single issue pressure groups and concomitant decline in conventional political participation. While this thesis is not proved in any rigorous sense, does attempt to achieve a secondary objective, that of sorting out a very real conceptual confusion between social marketing and social propaganda, establishing their boundaries and nuancing the subtleties of each by comparison with a conceptually distinct other.
CitationDownload as .RIS
MCB UP Ltd
Copyright © 1996, MCB UP Limited