Purpose

This paper aims to explore four disruptions that practice theory makes to traditional social marketing approaches to school physical activity (PA) intervention.

Design/methodology/approach

The paper draws on existing literature from sustainable consumption, sociology of health and illness and the authors’ experiences working with primary schools in the UK to plan and execute social marketing approaches to PA, targeting interconnected social practices from which PA emerges or fails to emerge. The paper explores a practice-oriented theoretical framing, engaging with calls from interdisciplinary areas for PA interventions to shape the PA emerging from a school’s everyday routines, rather than promote PA participation at an individual level.

Findings

The paper argues first that a practice perspective would focus on situation research rather than audience research, with practices rather than people as the focus. Second, the purpose of practice-oriented social marketing would be to achieve transitions in practices rather than behaviour change. Third, the planning and management approach of practice-oriented social marketing would account for unintended consequences and complex interconnections between practices. Finally, an evolved evaluation approach to practice-oriented social marketing would take a longer term approach to understand how cultural transitions are emerging.

Originality/value

This paper contributes to an important stream of critical social marketing scholarship that seeks to advance social marketing away from its individualist routes. It sets an agenda for further research that considers the ontological and practical possibilities for practice informed approach to social marketing.

中文翻译：

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通过以实践为导向的方法扰乱社会营销

目的

本文旨在探讨实践理论对学校体育活动 (PA) 干预的传统社会营销方法造成的四种破坏。

设计/方法/方法

该论文借鉴了可持续消费、健康和疾病社会学的现有文献，以及作者与英国小学合作规划和执行 PA 的社会营销方法的经验，针对 PA 出现或未能出现的相互关联的社会实践。本文探讨了一个以实践为导向的理论框架，结合跨学科领域对 PA 干预的呼吁，以塑造从学校日常生活中出现的 PA，而不是促进个人层面的 PA 参与。

发现

本文首先认为，实践视角将关注情境研究而不是受众研究，以实践而不是人为重点。其次，以实践为导向的社会营销的目的是实现实践的转变而不是行为的改变。第三，以实践为导向的社会营销的规划和管理方法将解释实践之间的意外后果和复杂的相互联系。最后，以实践为导向的社会营销的进化评估方法需要更长期的方法来了解文化转型是如何出现的。

原创性/价值

本文为重要的社会营销学术流做出贡献，旨在推动社会营销远离其个人主义路线。它为进一步研究设定了议程，考虑了社会营销实践知情方法的本体论和实践可能性。