Best Laid Plans: Cultural Entropy and the Unraveling of AIDS - download pdf or read online

By Terence E. McDonnell

We see all of it the time: agencies attempt to cajole the general public to alter ideals or habit via pricey, expansive media campaigns. Designers painstakingly craft transparent, resonant, and culturally delicate messaging that may inspire humans to shop for a product, aid a reason, vote for a candidate, or take lively steps to enhance their wellbeing and fitness. yet as soon as those campaigns depart the managed environments of concentration teams, ads businesses, and stakeholder conferences to circulation, the general public translates and distorts the campaigns in methods their designers by no means meant or dreamed. In Best Laid Plans, Terence E. McDonnell explains why those makes an attempt at mass persuasion usually fail so badly.

            McDonnell argues that those well-designed campaigns are present process “cultural entropy”: the method during which the meant meanings and makes use of of cultural items fracture into substitute meanings, new practices, failed interactions, and blatant fail to remember. utilizing AIDS media campaigns in Accra, Ghana, as its significant case examine, the publication walks readers via best-practice, evidence-based media campaigns that fall completely flat. lady condoms are became bracelets, AIDS posters turn into domestic undefined, pink ribbons fade into purple less than the sun—to identify a couple of mess ups. those destructive cultural misfires are usually not random. relatively, McDonnell makes the case that those disruptions are patterned, common, and inevitable—indicative of a broader technique of cultural entropy.

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Best Laid Plans: Cultural Entropy and the Unraveling of AIDS Media Campaigns by Terence E. McDonnell


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