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Communication Today
|
2019
|
vol. 10
|
issue 2
4–15
EN
Drawing on the concepts of ‘conspiracy of silence’ and of ‘conspiracy of courtesy’ coined and developed by Joseph Ascroft, the author analyses the consequences of social media on development communication. Adopting a method of conceptual analysis of both concepts as well as using an analogy between development communication mediated by professional journalists and by online publishing laity, this investigation foregrounds the self-marginalisation of a vast chunk of the population which has emerged even in developed countries of the West and which tends to the self-conspiracy. The Western population, that imprisons itself in the national-identity (or ethnocentric) media ‘bubbles’, feels itself to be misunderstood by its own state authorities, and feels socially ignorant, illiterate, uneducated and dependent, in short marginalised in questions of multiculturalism and self-identity. As a result, development communication in the field of social change must take a twofold effort – to overcome the barriers of silent mistrust or of uncooperative courtesy firstly ‘inside the Western society’ facing media ‘bubbles’ as well as ‘outside’ facing real conspiracy of silence or courtesy. The aim of this study is clarifying the role of development communication in processes of social change in the online era and assessing its ability to facilitate active participation of (self-) marginalised groups at all stages of the development process.
Communication Today
|
2016
|
vol. 7
|
issue 2
5–17
EN
One of the latest and very important trends in contemporary advertising is ‘goodvertising’, i.e. the inclination of brands to communicate about topics of goodness for the whole of society, and even on social change. Those topics are not directly related to their business strategies in the strict sense of the term. The companies, corporations and businesspeople behind these brands are making their advertising say that they are interested in something more than just sales curves. Goodvertising expresses a new type of marketing and branding: cause marketing and ‘brands that care’. This is the sign of great changes underway in corporate business and communication strategies. The article is based on an assumption that these changes have been the reaction to the generation of so-called Millennials and their lifestyles and preferences. This is a generation which has also brought – along with its perception of the world – a complex change in the economic as well as cultural setup of society as a whole. Millennials demand ‘purpose’ from companies and corporations, and therefore prefer brands that care. This is the reason for the birth of goodvertising, as a brand’s statement on serious issues which affect society, often with the intention of changing the world and human thinking. In advertising, to which the metaphor of “mirror of the society” can be applied, the attempt to change the world is a matter of paradigmatic change which has the potential to bring about a fundamental re-definition of life, both in economic terms and in terms of culture and civilisation.
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