Towards a reflexive turn: social marketing assemblages

• DOI: 10.1108/jsocm-02-2014-0015
• Publication Date: 2014-10-17T10:13:54Z
• Authors: Ross Gordon; Lauren Gurrieri
• Keywords: Reflexivity; Introspection; Value (mathematics); Relevance; Positivism

Purpose – The purpose of this article is to demonstrate why the time ripe for a reflexive turn in social marketing, response criticisms marketing as neo-liberal, positivist and lacking critical introspection. Design/methodology/approach paper traces development three paradigms field, highlighting entrenchment traditionalist paradigm that heretofore has stifled debate practice. However, emergence ecologist stimulated imperative turn. Insights into reflexivity, its relevance applicability researchers, participants other stakeholders are considered. Findings offers conceptualisation assemblages using lens actor-network theory identifies how can stimulate engagement practice (such non-governmental organisations Government departments involved delivering programmes). Originality/value presents relevant theoretical practical benefits from will furthermore contribute discipline building.