Conceptualizing the role of Social Marketing in Communication for Development : For the convergence of approaches and methods

Résumé 0

The paper presents the theoretical analysis of the role of Social Marketing in Communication for Development and Social Change. The idea defended here is that the different C4D paradigms (Persuasive vs Participatory) are not contradictory but rather complementary. We present a two-dimensional grid that integrates the Social Marketing along with other persuasive and participatory communicative approaches for Development and Social Change, depending on their : "Communication Mode" and "Object of Change". Thus, the paper provides additional support and argumentation in favor of the Convergent Communication for Development. Research paper accepted for presentation at the Social Marketing World Conference Toronto 2013. Extended abstract available from: researchgate.net/publication/235937705_Conceptualizing_the_role_of_Social_Marketing_in_Communication_for_Development_For_the_convergence_of_approaches_and_methods