Bibliographic record
Abstract
How well known is the field of social marketing? Given the recent rise to prominence of social media, could there be name confusion between “social marketing” and “social media marketing?” To what extent do people believe that social change efforts are coercive or reflect a “nanny state?” We use a content analysis of newspaper coverage as a measure of public opinion to assess these issues. To investigate how much coverage social marketing efforts receive and how these efforts are portrayed in the mainstream media, a content analysis of the 10 largest circulation newspapers in the USA was conducted. A search examined the term “social marketing.” The results show that there is generally very limited coverage of social marketing. In fact, the term “social marketing” is currently being used primarily to describe social media marketing efforts. The results also show that there is a considerable amount of criticism of social change efforts, especially those with structural or “upstream” efforts. Finally, the likelihood of criticism depends on the orientation of the newspaper (with the Chicago Sun‐Times and the New York Times more typically supportive and the New York Post and the Wall Street Journal more critical of these efforts). Copyright © 2012 John Wiley & Sons, Ltd.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.036 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.008 | 0.006 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.004 | 0.004 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.006 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".