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

• DOI: 10.1177/1470593119870215
• Publication Date: 2019-08-20T04:04:19Z
• Authors: Kishan Kariippanon; Ross Gordon; Laknath Jayasinghe; Glen Gurruwiwi
• Keywords: Reflexivity

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