A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion
A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion
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DOI：
10.1016/j.amepre.2006.06.018
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发表时间：
2006-10-01
影响因子：
5.5
通讯作者：
Buller, David B.
中科院分区：
文献类型：
--
作者：
Dearing, James W.;Maibach, Edward W.;Buller, David B.
本文采用了创新传播和社会营销的方法，提出了促进和加强循证体育活动项目传播的有效方法。虽然这两种方法传统上都被概念化为自上而下、从中心到外围、集中的社会变革努力，但它们的操作方法通常不同。扩散理论的操作方法强调关系，而社会营销的操作方法强调交易。在这里，我们主张创新的传播和社会营销原则的融合，以刺激有效方案的有效传播。总的来说，我们鼓励把重点放在社会部门，作为加强传播努力影响的合理和有效的手段。这需要理解复杂的组织和不同个体在这些组织中所扮演的功能角色。具体而言，提出了十项原则，以便在社会部门内有效开展工作，并加强用户对采用和执行过程的参与。
Approaches from diffusion of innovations and social marketing are used here to propose efficient means to promote and enhance the dissemination of evidence-based physical activity programs. While both approaches have traditionally been conceptualized as top-down, center-to-periphery, centralized efforts at social change, their operational methods have usually differed. The operational methods of diffusion theory have a strong relational emphasis, while the operational methods of social marketing have a strong transactional emphasis. Here, we argue for a convergence of diffusion of innovation and social marketing principles to stimulate the efficient dissemination of proven-effective programs. In general terms, we are encouraging a focus on societal sectors as a logical and efficient means for enhancing the impact of dissemination efforts. This requires an understanding of complex organizations and the functional roles played by different individuals in such organizations. In specific terms, ten principles are provided for working effectiveh within societal sectors and enhancing user involvement in the processes of adoption and implementation.