The need for responsible film marketing

Finola Kerrigan

doi:10.4324/9781003390671-21

The need for responsible film marketing

Finola Kerrigan^*

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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
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	https://doi.org/10.4324/9781003390671-21
Publication status	Published - 9 Apr 2024

Publication series

Name	Routledge Research Companions in Business and Economics
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.

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 5 Gender Equality

ASJC Scopus subject areas

General Economics,Econometrics and Finance
General Business,Management and Accounting

Access to Document

10.4324/9781003390671-21

Cite this

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title = "The need for responsible film marketing",

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.",

author = "Finola Kerrigan",

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The need for responsible film marketing. / Kerrigan, Finola.
Responsible Marketing for Well-being and Society: A Research Companion. ed. / Michael Saren; Louise M. Hassan; Miriam McGowan; N. Craig Smith; Emma Surman; Rohit Varman. 1st. ed. Routledge, 2024. p. 311-334 (Routledge Research Companions in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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AB - 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.

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The need for responsible film marketing

Abstract

Publication series

Bibliographical note

UN SDGs

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this