Can Social Marketing Principles aid the Resolution of Territorial Conflict? An Analysis of the Kashmir Situation

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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Date: _________________________________________________

ABSTRACT

In this study, we tried to explore the notion of social marketing in a holistic context. The phenomenon of social marketing had been considered really important from a marketing perspective, however, this study tried to explore newer avenues of social marketing where it can be of great advantage. Here, we tried to establish a link between social marketing and conflict resolution. In this research, we assessed the perceptions of Pakistanis and Indians regarding each other's countries and people we established that if social marketing alters perceptions, it can lead to conflict resolution as people would perceive each other differently and that would, in turn, promote better trade relations too.

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Historical context2

Psychological Context4

Problem statement4

Research questions5

Research Objectives5

CHAPTER 2: METHODOLOGY6

Research Design6

Literature Search6

Research Method7

Objectives of discourse analysis9

Objective11

Philosophical Framework or Paradigm12

Rationale for a Qualitative Study16

Difference16

Ethical Concerns17

Role of the Researcher18

Quality and Verification19

Reliability/Dependability20

Validity22

CHAPTER 3: LITERATURE REVIEW25

The Concept of Social Marketing25

Evolution of Social Marketing26

Principles of Social Marketing27

The marketing of "social causes"29

Social Marketing as a Management Tool30

Characteristics, Concepts, and Components31

Common Theories and Models Used in Social Marketing37

Benefits and Successes40

Problems and Criticisms41

Technical Problems41

CHAPTER 4: NATIONAL CONFLICT43

International Conflict44

Contemporary international conflicts: a review of popular conceptions48

Gultang's model for conflict50

Social Marketing in Chechnya - A Case Study51

CHAPTER 4: DISCUSSION AND ANALYSIS53

Social Marketing and Peacebuilding53

Understanding the Use of Media for Building Peace56

The important channels of Communication56

Perceptions of Governments toward the Kashmir conflict58

Examples from other regions of the World60

CHAPTER 5: CONCLUSION63

Analysis of social change campaigns65

REFERENCES67

APPENDICES76

CHAPTER 1: INTRODUCTION

Background

Researchers in the conflict resolution field have been constantly studying the motivations and predictors of human behaviors affecting the environment, and proposing strategies that attempt to modify them. The results of these strategies are diverse and are linked to other variables including demographic characteristics and the elements of the behavior in question. Generally speaking, the results of psychology in the environmental field are noticeable, but still falls outside of the mainstream. This dissertation would be focusing on the ongoing conflict between India and Pakistan regarding the disputed territory of Kashmir, which has been a bone of contention between the two states (India and Pakistan) ever since the two countries attained their independence from the British ...