Religion in Mass Media Social Marketing Campaigns: A Paradox

  •  Patrick van Esch    


Religion and mass media social marketing (MMSM) are considered major influencing factors within popular culture. Unfortunately, both researchers and practitioners of MMSM campaigns either lack religious intellect or intentionally mitigate against its logical use whilst on the other hand; empirical research into healthy behaviours indicates an efficacy between religion and desired behaviours/outcomes, however; these elements receive minimal attention from health campaign researchers and practitioners. Remarkably, other social marketing research has used different models/theories of behaviour change, some acknowledge the ‘religion’ concept and its application, yet they fail to recognise and address it as a variable during the data analysis phase. As a result, discussions about the possible intersect and/or inter-relationship of religion and MMSM is often disputed, intentionally abandoned and generally not well informed.

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