Collective reflexivity in social marketing through ethnographic film-making: The Yolngu story of tobacco in Yirrkala, Australia

Abstract

This article aims to extend the concept of collective reflexivity into marketing theory. We also identify the potential of ethnographic film-making as an approach for fostering collective reflexivity in social marketing. We focus on the making of an ethnographic film called Ngarali: The Tobacco Story of Arnhem Land, arguing that collective reflexivity is an important theoretical concept and practical objective in social marketing that can help address issues around creating social ties and social identity and of sharing metaphoric meaning. Conceptually, we argue that collective reflexivity encourages us to rethink reflexivity in social marketing and consumer research through a relational perspective. Furthermore, we extend current conceptualisations of collective reflexivity by identifying how sharing metaphoric meaning can act as a vehicle for its occurrence. We argue that facilitating collective reflexivity through ethnographic film-making can offer a more culturally respectful approach to social marketing.

Social marketing at 50: towards an epistemological expansion of the discipline to embrace diversity. A Viewpoint

“…"Decolonise" Global North-oriented funding models and practices that perpetuate an imbalance of power and resources between Global North and South countries; address structural factors that promote inequity; and involve in-country scientists and researchers in decisions around funding that affects their region (Erondu et al, 2021) Actively discourage "parachute science", the practice where researchers from Global North countries conduct research within Global South countries while failing to sufficiently engage and involve individuals and organisations from those countries, and then complete the research process in their home countries without communicating with representatives of the countries where the research was carried out (Stefanoudis et al, 2021) If conducting research or social marketing interventions in a country with a different language, take steps to learn the local language before engaging with stakeholders and partners or visiting the location Encourage the use of ethnography in formative research to gain a deep understanding of behaviour (Brennan et al, 2015;Kariippanon et al, 2020) and continue to develop and adopt novel research methods (e.g., customer journey mapping, Cateriano-Arévalo et al, 2021) Widen the repertory of social marketing approaches, techniques and tools in the Global North by incorporating those from the Global South Continue testing theory and practice of "traditional" social marketing approaches that have been proven to be effective in some Global South contexts, such as the 4Ps (Schmidtke et al, 2021), macro-marketing (Bastos et al, 2021), socio-cultural approaches (Martam, 2016) and others, while explicitly identifying where such approaches may need to be adapted or deemed inappropriate for the specific context (Nyundo et al, 2021) Table 3.…”

Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review

“…Another interesting finding in Table 4 shows that qualitative study is less popular in first semester of 2020. There are only three papers which implement qualitative methodology in their researches, which are ethnography study in collective reflexivity in social marketing (Kariippanon et al, 2020), portable technology and multidomain energy practices (Robinson & Arnould, 2020), and freedom and regulation in a market-friendly megachurch (Yip & Ainsworth, 2020). Those articles are published in Marketing Theory, a journal where qualitative study is also preferred to be published.…”

See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing

“…This could be achieved through joint forums, research and writing projects, for example, work that involves collaboration in joint efforts to decolonise marketing theory (e.g. Kariippanon et al, 2020). Prioritisation of research funds for studies focussing on philosophy, ethics, markets, marketing and consumers from Africa can add to the growing body of non-Western marketing literature (Appau et al, 2020; Martam, 2016).…”