Download e-book for iPad: Best Laid Plans: Cultural Entropy and the Unraveling of AIDS by Terence E. McDonnell

Download e-book for iPad: Best Laid Plans: Cultural Entropy and the Unraveling of AIDS by Terence E. McDonnell

By Terence E. McDonnell

We see all of it the time: firms attempt 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 might encourage humans to shop for a product, help a reason, vote for a candidate, or take energetic steps to enhance their healthiness. yet as soon as those campaigns depart the managed environments of concentration teams, ads organisations, and stakeholder conferences to movement, 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 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


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