Introducing social practices theory to the social marketing agenda

Spotswood, Fiona

Abstract

This paper introduces Social Practices Theory (SPT) as a way of facilitating necessary evolution in social marketing. SPT conceptualises individuals as carriers of practices comprising materials, competences and meanings (Shove et al., 2012). The theory enables problem ‘practice’ to be analysed in the abstract through the detailed consideration of the links between elements. Thus social marketers can use SPT to frame their contribution to the strategic planning of interdisciplinary solutions, which has been identified as the future of effective behaviour change (House of Lords, 2011). Secondly, SPT removes the individual from the focus of enquiry, distancing social marketing from its criticisms of myopic individualism. Both disciplinary evolutions are required for social marketing to survive.

Citation

Spotswood, F. (2015, April). Introducing social practices theory to the social marketing agenda. Presented at World Social Marketing Conference

• Presentation Conference Type: Speech
• Conference Name: World Social Marketing Conference
• Start Date: Apr 19, 2015
• End Date: Apr 21, 2015
• Publication Date: Apr 1, 2015
• Peer Reviewed: Peer Reviewed
• Keywords: social practices theory, social marketing
• Publisher URL: http://wsmconference.com/sydney-2015/programme/
• Additional Information: Title of Conference or Conference Proceedings : World Social Marketing Conference 2015