Introduction to sociology of marketing communication
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Introduction to Sociology of Marketing Communication. Zdenek Sloboda SMC_SS-2012 [email protected] Mission of sociology. Critical perspective on the society and the place of an individual within the society. This means new, other way of thinking.

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Introduction to Sociology of Marketing Communication

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Introduction to Sociology of Marketing Communication

Zdenek Sloboda


[email protected]

Missionof 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!)

Structureofthe 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.


  • 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

Whatis sociology ofsomething?

  • 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



taken into account by MC X what is neglected

theories, knowledge on the society, social structure, function of economic behavior, consumption; interest, values, lifestyles of individuals or groups

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


general Sociology





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)

Interestof 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 (ofours)

    • globalization, popular culture, consumption culture, media and persuasion

  • revise „whatis marketing communication“???

MC as a part of a socialsystem

  • 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

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