ABSTRACT

Socially stigmatized service workers (SSWs) like probation officers, social workers, and even aged care workers are often subject to negative media scrutiny when a crisis occurs, leading to public outrage and subsequent high attrition rates. The primary focus of this study is to examine the potential for marketing communication to generate a state of empathic concern amongst the public towards SSWs because an empathic public is less likely to want to punish, despite media calls to do so. A case is presented for the use of marketing communication explained through the lens of narrative execution and the general theory of emotion. Using a content analysis of public service announcements from representative bodies of social workers, in the US, UK and Australia we find little evidence of strategic intent to use narrative format or elicit empathic concern. A call and direction for further research is made in light of this finding.

摘要

当危机发生时，受社会污名化的服务人员 (SSW)，如缓刑官员、社会工作者，甚至老年护理人员，往往会受到媒体的负面审查，从而导致公众愤怒和随之而来的高流失率。本研究的主要重点是检查营销传播在公众中产生对 SSW 的移情关注状态的潜力，因为尽管媒体呼吁这样做，移情的公众不太可能想要惩罚。通过叙述执行的镜头和情感的一般理论来解释营销传播的使用案例。使用美国社会工作者代表机构的公共服务公告的内容分析，在英国和澳大利亚，我们几乎没有发现使用叙事格式或引起移情关注的战略意图的证据。鉴于这一发现，提出了进一步研究的呼吁和方向。