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

Pressley, Ashley 2015. Cultural capital, social capital and communities of practice in social marketing. PhD Thesis, Cardiff University.
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Abstract

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.

Item Type: Thesis (PhD)
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
H Social Sciences > HT Communities. Classes. Races
Funders: ESRC
Date of First Compliant Deposit: 30 March 2016
Last Modified: 10 Oct 2017 16:13
URI: http://orca-mwe.cf.ac.uk/id/eprint/69685

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