Community Based Marketing for Social Inclusion. Lessons from a Participatory Media Project

Abstract This research focuses on the intersection of three areas: community-based marketing, participatory media and social inclusion. The study investigates the mechanisms through which co-creation process in media projects involving marginalized populations, can dismantle systemic barriers and foster a sense of belonging, framing it as a strategic tool for systemic change rather than just audience engagement. The research employs an instrumental case study methodology based on a single, multi-country participatory media initiative created by media and academic organizations and directly involving populations experiencing social exclusion. The paper is guided by two central questions: how do co-creation processes in these type of initiatives work to promote social inclusion?; what transferable insights can be drawn from this case to advance the theory and practice of community-based marketing?