The social marketing of peace: grassroots movements, US foreign policy and the Israeli-Palestinian conflict

摘要

This article draws on research from social marketing, psychology, and public opinion to suggest a strategic communications planning process appropriate to this context. It is organized around a case study of Brit Tzedek v'Shalom, an American Jewish organization that successfully built a grassroots movement in support of a negotiated two-state solution. Consistent with a social marketing approach, the case study illustrates how (a) an audience (in this case the American Jewish community) can be described in terms of political opinion segments, (b) how an organization can select one or more of these segments to focus on, and (c) how a tool called the five-box positioning statement can be used to craft a core message for the organization. Part (a) of this case study includes a description of opinion segments within the American Jewish community. This description is based on polling data combined with seven years of semi-formal ethnographic research by the author. Finally, the implications of this case study for the Minds of Peace Experiment are explored.View full textDownload full textKeywordsIsraeli-Palestinian conflict, social marketing, political persuasionRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/13537121.2012.634272