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Ethnography and filmmaking for Indigenous anti tobacco social marketing

Conference Paper


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Abstract


  • The smoking rates of 82% in Aboriginal communities of North East

    Arnhem Land in the Northern Territory of Australia are the highest in

    the country (Robertson et al. 2013). Macassan traders introduced

    tobacco as a trading commodity (Berndt, 1954) in Aboriginal

    communities in the 18th century and has since become part of

    culture. The influence of the Methodist Mission (Cole 1979) has also

    had a profound effect on tobacco consumption. Anti tobacco social

    marketing that is sensitive to Indigenous culture and history supports

    a more complex and gradual approach to reducing uptake amongst

    young people. The limitations of the Health Belief Model and the

    Theory of Planned Behaviour commonly used for social marketing in

    this context are due to the cultural value of tobacco in traditional

    reciprocal relationships and ceremonial practice. Through a

    combination of ethnography and filmmaking, this project was able to

    capture and showcase the cultural and historical factors of smoking

    in a format that is respectful to local culture, specifically in Indigenous

    anti tobacco social marketing. The use of ethnography and Consumer

    Culture Theory (CCT) (Arnould and Thompson 2005) for social

    marketing in this context, addresses the dynamic relationships

    between consumer actions, the marketplace, and cultural meanings

    in a culturally relevant and conceptually meaningful manner. The ethnographic film is a collection of interviews as a result of

    introspection found in postmodern consumer research and combines

    insider and outsider views to provide deeper insights (Goulding,

    2005) into the challenge of tackling smoking in the region.

Authors


  •   Kariippanon, Kishan A.
  •   Garrawirtja, Datjarranga (external author)
  •   Senior, Kate
  •   Kalfadellis, Paul (external author)
  •   Narayan, Vidad (external author)
  •   Mccoy, Bryce (external author)

Publication Date


  • 2015

Citation


  • Kariippanon, K., Garrawirtja, D., Senior, K., Kalfadellis, P., Narayan, V. & McCoy, B. (2015). Ethnography and filmmaking for Indigenous anti tobacco social marketing. World Social Marketing Conference Sydney 2015 (pp. 21-23). Lichfield, United Kingdom: Fuse Events.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3517&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/2516

Start Page


  • 21

End Page


  • 23

Place Of Publication


  • Lichfield, United Kingdom

Abstract


  • The smoking rates of 82% in Aboriginal communities of North East

    Arnhem Land in the Northern Territory of Australia are the highest in

    the country (Robertson et al. 2013). Macassan traders introduced

    tobacco as a trading commodity (Berndt, 1954) in Aboriginal

    communities in the 18th century and has since become part of

    culture. The influence of the Methodist Mission (Cole 1979) has also

    had a profound effect on tobacco consumption. Anti tobacco social

    marketing that is sensitive to Indigenous culture and history supports

    a more complex and gradual approach to reducing uptake amongst

    young people. The limitations of the Health Belief Model and the

    Theory of Planned Behaviour commonly used for social marketing in

    this context are due to the cultural value of tobacco in traditional

    reciprocal relationships and ceremonial practice. Through a

    combination of ethnography and filmmaking, this project was able to

    capture and showcase the cultural and historical factors of smoking

    in a format that is respectful to local culture, specifically in Indigenous

    anti tobacco social marketing. The use of ethnography and Consumer

    Culture Theory (CCT) (Arnould and Thompson 2005) for social

    marketing in this context, addresses the dynamic relationships

    between consumer actions, the marketplace, and cultural meanings

    in a culturally relevant and conceptually meaningful manner. The ethnographic film is a collection of interviews as a result of

    introspection found in postmodern consumer research and combines

    insider and outsider views to provide deeper insights (Goulding,

    2005) into the challenge of tackling smoking in the region.

Authors


  •   Kariippanon, Kishan A.
  •   Garrawirtja, Datjarranga (external author)
  •   Senior, Kate
  •   Kalfadellis, Paul (external author)
  •   Narayan, Vidad (external author)
  •   Mccoy, Bryce (external author)

Publication Date


  • 2015

Citation


  • Kariippanon, K., Garrawirtja, D., Senior, K., Kalfadellis, P., Narayan, V. & McCoy, B. (2015). Ethnography and filmmaking for Indigenous anti tobacco social marketing. World Social Marketing Conference Sydney 2015 (pp. 21-23). Lichfield, United Kingdom: Fuse Events.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3517&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/2516

Start Page


  • 21

End Page


  • 23

Place Of Publication


  • Lichfield, United Kingdom