Social marketing and social movements: creating inclusive social change coalitions

Abstract

Purpose: This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas. Design/methodology/approach: Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative ..