Introduction to Sociology of Marketing Communication

1. Introduction to Sociology of Marketing Communication Zdenek Sloboda SMC_SS-2012 sloboda@mail.vsfs.cz

2. Missionof 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!)

3. Structureofthe 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.

4. Sectionalsociologies • 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

5. Whatis sociology ofsomething? • 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

6. 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

7. Content of relation between sociology and marketing communication structure of the sociology object, theory, history function research taken into account by MC X what is neglected theories, knowledge on the society, social structure, function of economic behavior, consumption; interest, values, lifestyles of individuals or groups 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

8. Sociologie marketingová komunikace Sociology of Marketing Communication SocialSciences general Sociology singularsocialsciences othersectionalsciences research everydaylife

9. 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)

10. Interestof 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 (ofours) • globalization, popular culture, consumption culture, media and persuasion • revise „whatis marketing communication“???

11. MC as a part of a socialsystem • 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