Technique that uses entertainment through mass media to change individuals’, social groups’, or societies’ attitudes and behaviors in a favorable way.
Published in Chapter:
Rising Against LGBT Taboos Through Communication and Social Marketing Strategies: Using Web TV Series to Challenge Discriminatory Behavior
Mafalda Nogueira (IPAM, Portugal), Mariana Gaspar (IPAM, Portugal), and Sandra Gomes (IPAM, Portugal)
Copyright: © 2022
|Pages: 24
DOI: 10.4018/978-1-7998-9125-3.ch008
Abstract
This chapter builds on how social marketing and its techniques, working on interdisciplinary solutions such as new television formats and narratives, such as web series and transmedia content, become relevant in the fight against LGBT prejudice, stereotypes, and taboos. Hence, the purpose of this chapter is to present the results of a research project aimed at exploring the potential of a web series with LGBT characters, using digital content and fictional narratives with persuasive messages, to alter consumers' attitudes and behaviors in desirable ways and minimize this social problem. The study contributes the literature on social marketing, addressing LGBT taboos and prejudices, a theme that has been scarcely explored in the area. Furthermore, a connection is made between the theme of entertainment-education content and the potential of digital platforms as social marketing tools.