By Terence E. McDonnell
McDonnell argues that those well-designed campaigns are present process “cultural entropy”: the method wherein the meant meanings and makes use of of cultural items fracture into replacement meanings, new practices, failed interactions, and blatant forget. utilizing AIDS media campaigns in Accra, Ghana, as its significant case research, the e-book walks readers via best-practice, evidence-based media campaigns that fall completely flat. lady condoms are changed into bracelets, AIDS posters turn into domestic undefined, purple ribbons fade into red lower than the sun—to identify a couple of disasters. those harmful cultural misfires usually are not random. relatively, McDonnell makes the case that those disruptions are patterned, frequent, 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