打破社会刻板印象:Fundación西班牙吉塔诺秘书处的案例

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-08-01 DOI:10.1002/NVSM.422

Rosa Melero, M. Montero, Rafael A. Araque, B. Gutierrez

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引用次数: 2

摘要

在过去几年中，吉塔诺秘书处基金会组织了几次提高认识运动，旨在改善吉普赛社区的公众形象，打破陈规定型观念，并提供一个更可信的西班牙吉普赛社区概念。这些运动旨在保证这一群体的平等待遇和机会。其最初的活动之一是大规模宣传运动，目的是使公众意识到一概而论是多么不公平。通过这种方式，吉普赛人遭受的社会形象问题的根源得到了解决。这项名为“先了解他们，再判断他们”的活动是对这一案件的客观研究，其中分析了各种因素，并遵循了决策步骤。版权所有©2011 John Wiley & Sons, Ltd

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Breaking down social stereotypes: the case of the Fundación Secretariado Gitano in Spain

Over the last few years the Fundacion Secretariado Gitano has organised several awareness campaigns aimed at improving the public image of the gypsy community, breaking down the stereotypes and providing a more credible concept of the Spanish gypsy community. These campaigns are intended to guarantee equal treatment and opportunities for this group. One of its first activities was a mass publicity campaign aimed at making the general public aware of how unfair it is to generalize. In this way the origins of the social image problem suffered by gypsies was tackled. The campaign titled ‘Get to know them before you judge them’ is the objective study of this case in which elements are analysed and decision-making steps are followed. Copyright © 2011 John Wiley & Sons, Ltd.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.