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

By Terence E. McDonnell

We see all of it the time: companies try 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 encourage 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 organizations, and stakeholder conferences to flow, 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 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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