Establish moral

sentiment
 Encourage moral sentiment among public

• Promotion and education in the community

• To arouse public awareness of what monopoly
is and persuade them to support small stores.
Explain how their purchase behavior will
support the the small store

Community
Establish
morality
among public

• Education
through school,
explaining the
definition and
impact of
monopoly and
current retail
market in Hong
Kong.
Benefit of education

• Explicitly states what is the

expected social norm
• provide “explicit” norms of
morality
• People Tend to be more sensitive
and cautious to any change to
them
• Guide them with virtue ethics and
build up their sense of morality
Cultural advertisement
(e.g. poster and lightbox
on transportation)
• MTR becomes the most
popular means of
transportation
• E.g. bus, minibus
•  public transport
• MTR advertisements are
expected to be one of the most
popular advertising
platforms(Nielsen’s Hong Kong
Media Index,2016).
Propaganda through
media
• Amidst rising challenges from the
internet, TV continues to remain as the
top media channel (92%) in Hong Kong.
• Promotion through news documentary
program such as Sunday Report from
TVB, Hong Kong Connection from RTHK
and Now Report from Now TV
Promotion through
internet(Key opinion
leader)
• Today’s internet serves the largest and most
diverse community of network users in the
digital world. 
• Promotion through social media by facilitation
of Key opinion leaders(i.e. Youtuber, Instagram
KOL)
• Some youtubers are willing to document and
show the currents situation of Hong Kong.(e.g.
Mario Hau, TV most)
 More interactive (comment and reply ,
stream)

Social media lower cost

vs poster
(Benefit) bigger audience

faster
Benefit of promotion of moral sentiment
through social media

MEDIA SHAPED THE MOST POWERFUL MEDIA SILENTLY GREAT

VALUES OF PEOPLE TOOLS OF CHANGE OUR INFLUENCE ON
BUILDING IT
SENSE OF GUILT OUR BEHAVIOUR
THROUGH DAILY
BEHAVIOUR AND
AND SENSE OF SUPPORT SMALL
INTERACTION MORALITY STORES
Benefit of promotion of moral
sentiment through social
media(cont’d)

• Enhancement of people’ intrinsic

motivation
• Enjoyment of advocating equality
• Promotion of their personal
satisfaction
• Better than extrinsic motivation