Social Marketing

Definition: The use of marketing techniques to encourage behavior change. Television advertisements about making responsible choices are just one example. The problem is, of course, that all marketing is about behavior change, and, in many ways, all media is marketing. The issues that the media calls our attention to, and how they are framed, affect the ways in which we move through the world. Focus on teen pregnancy, and all of a sudden birth control is the issue instead of condoms.