Abstract
This chapter takes an interdisciplinary approach to understanding the need for a responsible approach to film marketing. In doing so, research from film studies, sociology, anthropology, feminism, and critical race theory is reviewed in order illustrate how film as a cultural product shapes our sense of self and understanding of others. The chapter places the discussion of the need for a responsible approach to film marketing within the broader field of marketing ethics, before highlighting key challenges that require a responsible approach to film marketing. The chapter takes a historical approach to understanding the evolution of the film industry and to justify the need for a more ethical and responsible approach to film marketing and outlines key areas of marketing activity in which responsible film marketers need to focus.
Original language | English |
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Title of host publication | Responsible Marketing for Well-being and Society |
Subtitle of host publication | A Research Companion |
Editors | Michael Saren, Louise M. Hassan, Miriam McGowan, N. Craig Smith, Emma Surman, Rohit Varman |
Publisher | Routledge |
Chapter | 17 |
Pages | 311-334 |
Number of pages | 23 |
Edition | 1st |
ISBN (Electronic) | 9781003390671, 9781040015896 |
ISBN (Print) | 9781032487625, 9781032487632 |
DOIs | |
Publication status | Published - 9 Apr 2024 |
Publication series
Name | Routledge Research Companions in Business and Economics |
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Publisher | Routledge |
Bibliographical note
Publisher Copyright:© 2024 selection and editorial matter, Michael Saren, Louise M. Hassan, Miriam McGowan, N. Craig Smith, Emma Surman and Rohit Varman; individual chapters, the contributors.
ASJC Scopus subject areas
- General Economics,Econometrics and Finance
- General Business,Management and Accounting