Robinson, M. and Robertson, S. orcid.org/0000-0002-5683-363X (2010) The application of social marketing to promoting men's health: A brief critique. International Journal of Men's Health, 9 (1). pp. 50-61. ISSN 1532-6306
Abstract
This article introduces a critical view of some social marketing approaches in men's health policy and practice. The key concepts of social marketing are introduced, and the application of marketing approaches to men's health reviewed with specific examples. From a men's health perspective, we suggest social marketing becomes problematic if it uses homogenised images of hegemonic masculinity consistently as a promotional tactic to influence individual men's behaviour, in place of rigorous social marketing planning procedures, critically informed by current men's health research. The article concludes with a call to develop a critical social marketing practice more consistent with current men's health research, and more closely aligned with current models of health literacy, and for further research on sophisticated SM strategies promoting alternative models of masculinity. © 2010 by the Men's Studies Press, LLC. All rights reserved.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2010 by the Men’s Studies Press, LLC. |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Medicine, Dentistry and Health (Sheffield) > School of Nursing and Midwifery (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 30 Aug 2018 14:58 |
Last Modified: | 30 Aug 2018 14:58 |
Published Version: | https://doi.org/10.3149/jmh.0901.50 |
Status: | Published |
Publisher: | Men’s Studies Press |
Refereed: | Yes |
Identification Number: | 10.3149/jmh.0901.50 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:132249 |