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

By Terence E. McDonnell

ISBN-10: 022638201X

ISBN-13: 9780226382012

ISBN-10: 022638215X

ISBN-13: 9780226382159

We see all of it the time: businesses try to cajole the general public to alter ideals or habit via dear, expansive media campaigns. Designers painstakingly craft transparent, resonant, and culturally delicate messaging that would inspire humans to shop for a product, help a reason, vote for a candidate, or take energetic steps to enhance their future health. yet as soon as those campaigns go away the managed environments of concentration teams, ads businesses, and stakeholder conferences to move, 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 frequently fail so badly.

            McDonnell argues that those well-designed campaigns are present process “cultural entropy”: the method in which the meant meanings and makes use of of cultural gadgets fracture into substitute meanings, new practices, failed interactions, and blatant overlook. utilizing AIDS media campaigns in Accra, Ghana, as its imperative case learn, the e-book walks readers via best-practice, evidence-based media campaigns that fall absolutely flat. girl condoms are became bracelets, AIDS posters turn into domestic undefined, purple ribbons fade into crimson lower than the sun—to identify a couple of mess ups. those harmful cultural misfires usually are not random. really, McDonnell makes the case that those disruptions are patterned, common, and inevitable—indicative of a broader strategy 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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