Cultural capital, social capital and communities of practice in social marketing

The overall goal of this thesis is to examine three divergent literature streams, cultural capital, social capital and communities of practice (CoPs), in the context of social marketing theory. The thesis explores the means through which social and cultural capital are exchanged between two groups using social marketing techniques within a CoP framework and considers anti-social behaviour, experiential marketing and relationship marketing literatures. Four theoretical propositions are examined using mixed method and longitudinal action research approaches within a practical road safety intervention. The goal of the ‘live’ intervention sought to encourage the adoption of advanced driving practices in a group of young male drivers. Behaviour change was measured pre- and post- intervention using In Vehicle Data Recorders (IVDRs), questionnaire surveys and measured driver assessments. Supplementary qualitative insights were generated using observations, one-to-one interviews and focus groups. An understanding of advanced driving practices was achieved through extensive participation in advanced driver training by the researcher. The results of the investigation identified two groups of road users each exhibiting distinct tastes and preferences within a framework of concepts derived from the work of French sociologist Pierre Bourdieu. The evidence suggests that following intervention, and including the socialisation of these groups, a positive shift occurred in the adoption of advanced driving practices. Contribution is made to social marketing theory through the application of Bourdieu’s cultural capital ‘taste zones’ applied to a social marketing context. Social marketing is then portrayed as playing a ‘bridging’ function between two groups. This approach portrays the role of social marketing as a facilitator of positive ‘customer–customer’ interactions as opposed to a more traditional ‘customer–change-agent’ orientation. Furthermore, the CoP concept is suggested as a viable mechanism through which this modified orientation can be achieved. Key words: social marketing, cultural capital, social capital, communities of practice, road safety, advanced driving

Social marketing and social influences: Using social ecology as a theoretical framework

Social marketing has traditionally been dominated by an individualistic model of design. In this work, the authors apply a social ecology model to the theory and practice of social marketing, demonstrating that a multilevel framework is required to fully expose and account for the complexity of sociocultural and environmental effects. The authors have generated a diagnostic tool for this use. The paper then provides a detailed demonstration of the potential power of the tool by applying it to three illustrative case studies: one on encouraging safer driving, the second promoting sustainable travel, and the third increasing early detection of lung cancer. © 2010 Westburn Publishers Ltd

Wheels, skills and thrills: A social marketing trial to reduce aggressive driving from young men in deprived areas

Young men from poorer backgrounds are associated with high road traffic collision levels. However, solving this problem has proven very difficult. Hence this paper summarises the findings of a UK government funded two-year trial of a cross-discipline intervention to reduce aggressive driving amongst this group. The intervention reported on here departed from traditional approaches such as fear appeals, standalone educational approaches, or punitive measures. Instead, the discipline of social marketing was used to provide overarching direction and structure for the trial, with a key focus on motivation and engagement. The project rested on a strong education and training platform and included a bespoke coaching programme, incentives, and an in-vehicle measurement and feedback device. The project had three development phases leading to the final trial. First, a literature and case study review identified possible design strategies. Second, these strategies were explored using primary research in the form of a qualitative inquiry. Third, a pre-trial design phase sought to introduce key components of the intervention to the trial cohort, retaining some flexibility before committing to the final design. Young males with a history of challenging behaviour (e.g. criminal records, driving convictions) from an economically deprived area within a UK city were recruited. Of 42 recruits, 23 successfully completed the trial. Behaviour changes were measured pre-, during and post-trial through a combination of driver performance data measured by in-vehicle data recorders (IVDRs), assessments of driving undertaken by trained observers, and self-assessment surveys and interviews with trial participants. Results indicate a significant average improvement in driving skills amongst participants who completed the trial. Given the difficulty in engaging and changing behaviour of this specific group, this is regarded as a significant finding. In summary the study provides an indication of proof of concept for the intervention in improving driving skills. However the limited sample size and lack of control group mean that further work will be required to validate these findings. It is recommended that a feasibility study with higher cohort volumes is undertaken, before attempting a full scale trial. © 2013 Elsevier Ltd. All rights reserved