The need for responsible film marketing

Finola Kerrigan*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

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 languageEnglish
Title of host publicationResponsible Marketing for Well-being and Society
Subtitle of host publicationA Research Companion
EditorsMichael Saren, Louise M. Hassan, Miriam McGowan, N. Craig Smith, Emma Surman, Rohit Varman
PublisherRoutledge
Chapter17
Pages311-334
Number of pages23
Edition1st
ISBN (Electronic)9781003390671, 9781040015896
ISBN (Print)9781032487625, 9781032487632
DOIs
Publication statusPublished - 9 Apr 2024

Publication series

NameRoutledge Research Companions in Business and Economics
PublisherRoutledge

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

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