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 substitute meanings, new practices, failed interactions, and blatant omit. utilizing AIDS media campaigns in Accra, Ghana, as its imperative case research, the booklet walks readers via best-practice, evidence-based media campaigns that fall completely flat. girl condoms are became bracelets, AIDS posters develop into domestic undefined, pink ribbons fade into red below the sun—to identify a couple of disasters. those destructive cultural misfires aren't random. quite, McDonnell makes the case that those disruptions are patterned, common, and inevitable—indicative of a broader technique of cultural entropy.
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