By Terence E. McDonnell

ISBN-10: 022638201X

ISBN-13: 9780226382012

ISBN-10: 022638215X

ISBN-13: 9780226382159

We see all of it the time: corporations 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 might encourage humans to shop for a product, help a reason, vote for a candidate, or take energetic steps to enhance their overall healthiness. yet as soon as those campaigns depart the managed environments of concentration teams, ads corporations, and stakeholder conferences to stream, 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 replacement meanings, new practices, failed interactions, and blatant omit. utilizing AIDS media campaigns in Accra, Ghana, as its relevant case examine, the ebook walks readers via best-practice, evidence-based media campaigns that fall completely flat. woman condoms are became bracelets, AIDS posters develop into domestic undefined, purple ribbons fade into purple below the sun—to identify a couple of mess ups. those destructive cultural misfires aren't random. particularly, McDonnell makes the case that those disruptions are patterned, common, and inevitable—indicative of a broader means 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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