Toward better regulation of breast cancer cause-related marketing campaigns

更好地监管与乳腺癌相关的营销活动

• 批准号: ES/S011633/1
• 负责人: Clare Patton
• 金额: $ 10.96万
• 依托单位: Queen's University Belfast
• 依托单位国家: 英国
• 项目类别: Fellowship
• 财政年份: 2018
• 资助国家: 英国
• 起止时间: 2018 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=ES%2FS011633%2F1
• 关键词: Toward; better; regulation; breast; cancer

CONTEXTMy PhD is the first UK socio-legal study of MNCs who engage in breast CRM campaigns. Focusing on the websites of four MNCs operating in the UK (Asda, Avon, Debenhams and M&S), it asked whether large-scale MNC CRM campaigns can influence the expected behaviour of women with breast cancer. The PhD situated findings from the websites with themes which emerged from an extensive review of material detailing the experiences of women with breast cancer (in relation to their perception of the corporate interest in and influence on breast cancer patients). The PhD used an original adaptation of the well-known frame analysis methodology (Goffman 1974/1986; 1976) to identify a typology of breast cancer patients preferred by MNCs: white, positive in outlook, heterosexual, and willing to take part in fundraising activities which can be infantile and/or hyper-feminine. The PhD argues that there is value in corporate-charity partnerships but the negative outcome of some campaigns is that there is a 'corporate takeover' of sorts. The cause becomes so valuable to the company that it becomes an asset and, like all assets, must be managed. The company manages a cause like breast cancer through marketing, and when marketing breast cancer it will aim for the most marketable 'type'. This breast cancer type is highly exclusionary to all women who do not conform to the corporate typology, eg, lesbian women, black women and women who do not hold themselves to be typically 'feminine' or comfortable engaging in activities such as fancy-dress or bake-sales. Another negative consequence is that breast cancer can be viewed as a less serious disease to contract, eg, it is seen as 'girly', and this can result in 'cancer envy', making those with other cancers feel envious of those with breast cancer. AIMS OF PROPOSED RESEARCHThe PhD is based on secondary data, and its analysis of the experiences of women with breast cancer is largely based on research done in North America (eg, King 2006, Sulik 2010). The PDF will allow me to undertake interviews with women throughout the UK, building insight into how they see the language and imagery used in large-scale MNC breast cancer CRM campaigns and how they understand the impact of these campaigns. The data from the interviews will be used to inform a Best Practice report on the governance of MNC CRM campaigns in the UK so that the interests of those who are the focus of these highly profitable campaigns are not forgotten and their social roles do not become defined by corporate interests. The interview data will also be used to write a chapter in the monograph based on my PhD research (due for completion April 2020). OBJECTIVES (a) To gather empirical data on the lived experience of women with breast cancer in the UK in relation to how they believe MNC CRM campaigns affect their expected behaviour (b) To develop the adaptation of my PhD research methodology (frame analysis) for use in analysing the interview findings (c) To use the interview findings to inform a Best Practice report which will consider better governance of MNC CRM campaigns in the UK. The report will consider revisions of both hard-law (Charity Act 1992) and soft-law (Fundraising Regulator), and my working assumption is that it will propose a CRM ethical mark (d) To use the interview findings to write a chapter for a monograph based on my PhD research which will link the theoretical hinterland of the PhD, the findings from the analysis of the MNC CRM campaign websites and the empirical data gathered from the interviews(e) To disseminate the findings of the research project at an international conference which I will host at QUB

我的博士学位是英国第一个从事乳房CRM活动的跨国公司的社会法律研究。研究聚焦于在英国运营的四家跨国公司（阿斯达、雅芳、德本汉姆和玛莎百货）的网站，询问大规模的跨国公司客户关系管理活动是否会影响乳腺癌女性的预期行为。博士将网站上的调查结果与对详细介绍乳腺癌妇女经历的材料（与她们对企业对乳腺癌患者的兴趣和影响的看法有关）进行广泛审查后得出的主题联系起来。博士使用了著名的框架分析方法（Goffman 1974/1986; 1976）的原始改编，以确定跨国公司偏爱的乳腺癌患者类型：白人，乐观，异性恋，愿意参加筹款活动，可能是婴儿和/或超女性化。这位博士认为，企业与慈善机构的合作是有价值的，但一些活动的负面结果是出现了某种形式的“企业接管”。事业对公司来说变得如此有价值，以至于它成为一种资产，像所有资产一样，必须加以管理。该公司通过营销来管理像乳腺癌这样的事业，当营销乳腺癌时，它将瞄准最具市场价值的“类型”。这种类型的乳腺癌对所有不符合公司类型的女性来说都是高度排斥的，例如，女同性恋女性、黑人女性和那些不认为自己是典型的“女性化”的女性，或者不喜欢参加化妆舞会或烘焙销售等活动的女性。另一个负面后果是，乳腺癌可能被视为一种不那么严重的疾病，例如，它被视为“少女”，这可能导致“癌症嫉妒”，使患有其他癌症的人嫉妒患有乳腺癌的人。拟议研究的目的博士学位是基于二手数据，其对乳腺癌妇女经历的分析主要基于北美的研究（例如，King 2006, Sulik 2010）。PDF将允许我对英国各地的女性进行采访，深入了解她们如何看待大型跨国公司乳腺癌CRM活动中使用的语言和图像，以及她们如何理解这些活动的影响。来自访谈的数据将用于英国跨国公司CRM活动治理的最佳实践报告，以便这些高利润活动的焦点不会被遗忘，他们的社会角色不会被公司利益所定义。访谈数据还将用于根据我的博士研究（将于2020年4月完成）撰写专著中的一章。目标(a)收集英国乳腺癌女性的生活经历的经验数据，这些数据与她们认为跨国公司CRM活动如何影响她们的预期行为有关(b)开发我的博士研究方法（框架分析）的适应性，用于分析访谈结果(c)使用访谈结果为最佳实践报告提供信息，该报告将考虑更好地治理英国的跨国公司CRM活动。该报告将考虑对硬法（1992年慈善法案）和软法（筹款监管机构）的修订，我的工作假设是，它将提出一个CRM道德标志(d)使用访谈结果为基于我的博士研究的专著撰写一章，该专著将连接博士的理论腹地，(e)在我将在昆士兰大学主持的一次国际会议上传播研究项目的结果