Comunicazione Sociale: Persuasione o Conoscenza? (Social Communication: Persuasion or Social Knowledge?)
In: "Secondo Rapporto sulla comunicazione sociale in Italia", eds. E. Cucco, R. Pagani, M. Pasquali, A. Soggia. Roma, Carocci, 2011, pp. 57-79
25 Pages Posted: 25 Jun 2012
Date Written: February 1, 2011
The paper proposes a discussion on some common definitions of social marketing and social communication. The author considers unconvincing that this communication would relate only to "good" issues, which would be not controversial because not inspired by declared partisan interests or apparently lacking of explicit opponents. We can take advantage to deepen our perspective if we refer to a constructivist approach, where we discover the building process of social problems in many different public arenas. Social marketers and communicators can be seen in their role of (moral) gatekeepers, connected to and in close relationship with social actors and institutions. The goals of the social communication are different if it is mainly aimed to individual persuasion or to a broader and more equal distribution of social knowledge. The paper relates some examples in the field of health communication to argue the implicit and explicit effects of this building process of social issues, i.e. legitimizing the shift towards an individualistic management of health's risks.
Note: Downloadable document is in Italian.
Keywords: Social Marketing, Social Communication, Social Problems, Health Communication
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