Cultural capital, social capital and communities of practice insocial marketing

Abstract

The overall goal of this thesis is to examine three divergent literature streams, \ncultural capital, social capital and communities of practice (CoPs), in the \ncontext of social marketing theory. The thesis explores the means through \nwhich social and cultural capital are exchanged between two groups using \nsocial marketing techniques within a CoP framework and considers anti-social \nbehaviour, experiential marketing and relationship marketing literatures. \nFour theoretical propositions are examined using mixed method and \nlongitudinal action research approaches within a practical road safety \nintervention. The goal of the ‘live’ intervention sought to encourage the \nadoption of advanced driving practices in a group of young male drivers. \nBehaviour change was measured pre- and post- intervention using In Vehicle \nData Recorders (IVDRs), questionnaire surveys and measured driver \nassessments. Supplementary qualitative insights were generated using \nobservations, one-to-one interviews and focus groups. An understanding of \nadvanced driving practices was achieved through extensive participation in \nadvanced driver training by the researcher. \nThe results of the investigation identified two groups of road users each \nexhibiting distinct tastes and preferences within a framework of concepts \nderived from the work of French sociologist Pierre Bourdieu. The evidence \nsuggests that following intervention, and including the socialisation of these \ngroups, a positive shift occurred in the adoption of advanced driving practices. \nContribution is made to social marketing theory through the application of \nBourdieu’s cultural capital ‘taste zones’ applied to a social marketing context. \nSocial marketing is then portrayed as playing a ‘bridging’ function between \ntwo groups. This approach portrays the role of social marketing as a facilitator \nof positive ‘customer–customer’ interactions as opposed to a more traditional \n‘customer–change-agent’ orientation. Furthermore, the CoP concept is \nsuggested as a viable mechanism through which this modified orientation can \nbe achieved. \nKey words: social marketing, cultural capital, social capital, communities of \npractice, road safety, advanced driving.

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