Introduction to Sociology of Marketing Communication Zdenek Sloboda SMC_SS-2014

Thinking sociologically Common sense: day-to-day, seemingly self-evident truths X not based on evidence, is uncritical, often inappropriately generalized or used in other context. 1.Evidence of social phenomena based on rigorous, reliable and valid scholarly research, use of references. 2.Sociological knowledge has wider base than everyday/common sense knowledge; sufficient sources of information. 3.Socg. thinking is responsible, refers to source of knowledge (c.s.: „as we all know“, „it is said“, „Mrs. Vomáčková said that…“). 4.Critical perspective, critical to accept world at face value, to ‚easy solutions‘; searching for sources and hidden influences. 5. Finding connections between the individual and the world individuals live in. ‚Sociological imagination‘ sees the complexity of life and doesn‘t separates personal and social phenomena. 6.Sociological interest can start in common sense but transcends it. Sociological findings can become a common sense (this is but more often the case of other disciplines: psychology, genetics, neurology etc.)

Is Sociology a social engineering? Social engineering is practical discipline that produces recommendations, directives, tries to persuade and influence attitudes, value system, etc. ▫Main instruments: law, social politics, human resources, common sense (totalitarian regimes) ▫Popper – critique of historicism (= presumption that society evolves on the basis of laws, trends, models that can be found in history and can be applied to anticipate future social development) ▫von Hayek – supports laissez-fair development, (free market, classical capitalism), spontaneous order (not bureaucratically given, disagrees with the theory of social justice)

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 sociology object, theory, history function research 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 Sciences general 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