Social Marketing: Perspectives and Viewpoints

By William Lazer; Eugene J. Kelley | Go to book overview

mass communications can be used to manipulate people's buying habits or intimidate them politically by government surveillance and data- banks; so they can be used to rewire the individual citizen back into the central nervous system of the body politic through electronic town meetings, instantaneous polling, and eventually voting in referenda, modeling public problems and issues, as the very hardware of participatory democracy. Reformulating our concepts of "capital," "return on investment," and "resources" will help us see that all such uses of technology to inform our citizens and improve public decision making are more profitable than, for example, government funding of the development of machinery to automate tobacco harvesting, which has served to worsen rural unemployment and increase migration into already overcrowded inner cities. The new consumers are aware how narrowly based economic decisions control current allocations of resources and that large corporations and the business system in general is a predominant force in our society and much of the rest of the world. Therefore they also understand that they must deal with it and work within it because they are, in reality, within it and a part of it. But they also believe that with sufficient creative, vigorous, and uncomfortable public pressure, the productive forces within capitalism can be adapted to the needs of the immediate present as well as the next two decades, and redeployed away from their current preoccupation with our "death-industrial complex" toward a new "life-industrial complex."

What is the relationship between the arts and the modern corporation? How can this seemingly unique relationship grow and prosper? The author explains that the concepts of relevance, recruitment, and respect will be influential in this ongoing relationship.


23. THE ARTS AND THE CORPORATION*

Arnold Gingrich

That business and the arts are not natural enemies is a latterday discovery. Before the 1965 publication of the Rockefeller Panel Report, The Performing Arts: Problems and Prospects, there was little general awareness of any useful relationship between business and the arts, and it was certainly not a topic of frequent discussion.

____________________
*
Reprinted from "The Arts and the Corporation," The Conference Board Record ( March 1969), pp. 29-32.
Esquire Magazine.

-258-

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