A social marketer, a geographer, and an engineer walk into a bar: Reflections on energy + Illawarra and undertaking interdisciplinary projects
ISSN: 2042-6763
Article publication date: 9 October 2017
Issue publication date: 12 October 2017
Abstract
Purpose
This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human geographer and an engineer on working across disciplines in an Australian community energy efficiency intervention – Energy + Illawarra. The paper also aims to identify challenges, practicalities and learning that emerge from collaborating on interdisciplinary projects. It also aims to provide some suggestions and guidelines for researchers in the interdisciplinary space.
Design/methodology/approach
The paper uses a case study approach and presents the critical reflections of a social marketer, a human geographer and an engineer on working together on the Energy + Illawarra project – a community energy efficiency social marketing intervention.
Findings
Challenges in interdisciplinary projects that are presented by differences in ontology, methodology, language and discourse are identified. The importance of being critically reflexive and openness to alternative perspectives are examined. Concerns over publishing interdisciplinary research are considered. The value of experimenting and developing partnerships through pilot projects is discussed. The potential of leveraging existing synergies and the opportunity to learn from clashes in ontology are also highlighted.
Originality/value
This paper contributes to the discussion about being interdisciplinary in social marketing by identifying subjectivities, practicalities and opportunities from collaborating on cross-disciplinary projects. Guidance for researchers on working on interdisciplinary projects offers value for social marketers working in this area.
Keywords
Acknowledgements
The research is an outcome of a project that involves partnerships between University of Wollongong (UOW), Macquarie University, Regional Development Australia Illawarra (RDAI), Warrigal, IRT Group, Royal Freemasons’ Benevolent Institution (RFBI), Illawarra Forum, WEA Illawarra and the Illawarra Joint Pilot Organisation. This activity received funding from the Australian Government, Department of Industry, Innovation and Science, through the low-income energy-efficiency program. The views expressed herein are not necessarily the views of the Commonwealth of Australia, and the Commonwealth does not accept responsibility for any information or advice contained herein. The authors would like to thank all of their colleagues who worked on the Energy + Illawarra, and their community participants, for all of their contributions to the project.
Citation
Gordon, R., Waitt, G. and Cooper, P. (2017), "A social marketer, a geographer, and an engineer walk into a bar: Reflections on energy + Illawarra and undertaking interdisciplinary projects", Journal of Social Marketing, Vol. 7 No. 4, pp. 366-386. https://doi.org/10.1108/JSOCM-04-2017-0029
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited