Introduction to Sociology of Marketing Communication

Zdenek SlobodaSMC_SS-2012sloboda@mail.vsfs.cz

Mission of sociology•Critical perspective on the society and the

place of an individual within the society.•This means new, other way of thinking.

•An instrument for description and exploration of the society.

•Sometimes a mirror image of the society and sometimes with the ambition of changing it. (Discussion on social engigeering!)

Structure of the sociology•Sociology as a science of the society

focusing on social relations▫General sociology▫Sectional sociology (middle-range theories)▫Empirical sociology

▫On the example of education: General level: role of education within

reproduction of social structure Specialized: theory of knowledge society, role

of institutions Empirical: effectivity of education process,

social profile of students at VŠFS etc.

Sectional sociologies• are interested in partial, relatively independent

fragments of social life.

• Can be divided for example:▫Sociology of action – soc. of work, politics, law,

education, sports, art, transport … marketing communication

▫Sociology of social groups – soc. of youth, family, generations, classes, gender, etc.

▫Sociology of the city (urban sociology)▫Sociology of lifestyle, leisure time▫Sociology of health, religion, mass communication

What is sociology of something?• Defined by the object – section of reality, life,

institutionalized action of individuals etc.• Such sociology explores:

▫structures of an object, content of the actions, incl. its effects

▫results of human action both individual and social▫ institutions and organizations – all action leads to

an organization▫ the object from the perspective of social

structure – i.e. how are different social groups, or institutions involved

▫place and function in the actions of the society▫actors involved

Marketing communication as a section of the society •MC is complex human action and part of

economics•is institutionalized – realized by specified

organizations that are associated, •and rules are applied (codes, legislation,

etc.)•various professions and individual

specializations are involved•is using sources of the culture and society•has a specific impact on the society

Content of relation between sociology and marketing communication

structure of the sociologyobject, theory, history

functionresearch

taken into account by MC X what is neglected

1. theories, knowledge on the society, social structure, function of economic behavior, consumption; interest, values, lifestyles of individuals or groups

2. methods of understanding of the society, research

• impact on the society and individual(s)• unintended influence• use of MC as a governing mechanism and for active formation of the society• MC as a part of whole social system

Sociologie marketingová komunikace

Sociology of Marketing Communication

Social Sciencesgeneral Sociology

research

everyday life

other sectional sciences

singular social sciences

Sociology of MC - summary• part of human action• part of economics• structure & focuses of Sociology of MC:

▫on object of the action (marketing communication)▫place and function (advertising, information,

manipulation, etc.) – MC as an intervening factor▫results of MC – intended, unintended; ▫MC as a branch – laws, rules, professional codes,

organizations involved▫ individual executors of MC – marketers (their

individual psychological, social, morale profile▫object of MC – individuals, institutions, companies &

from the perspective of social structure (social segmentation)

Interest of sociology in MC•attitudes of individuals and his behavior

that are rooted in the intervention of MC•lifestyles of individuals, groups and sub-

cultures•value orientations and norm structure of

individuals and society•critical analysis of MC influences

•particular interest (of ours)▫globalization, popular culture, consumption

culture, media and persuasion •revise „what is marketing

communication“???

MC as a part of a social system

•intervenes into individual behavior and actions; steps into everyday life giving guidelines

•therefore often done automatically, based on „hidden“ social norms

•constructs meaning of specific social/cultural phenomena (such as friendship, love, family, etc.)

• is part of whole social structure and whole societal communication process

•stressing the aspect of consumption and economical mechanisms