Best Laid Plans PDF
By:Terence E. McDonnell
Published on 2016-08-18 by University of Chicago Press
We see it all the time: organizations strive to persuade the public to change beliefs or behavior through expensive, expansive media campaigns. Designers painstakingly craft clear, resonant, and culturally sensitive messaging that will motivate people to buy a product, support a cause, vote for a candidate, or take active steps to improve their health. But once these campaigns leave the controlled environments of focus groups, advertising agencies, and stakeholder meetings to circulate, the public interprets and distorts the campaigns in ways their designers never intended or dreamed. In Best Laid Plans, Terence E. McDonnell explains why these attempts at mass persuasion often fail so badly. McDonnell argues that these well-designed campaigns are undergoing “cultural entropy”: the process through which the intended meanings and uses of cultural objects fracture into alternative meanings, new practices, failed interactions, and blatant disregard. Using AIDS media campaigns in Accra, Ghana, as its central case study, the book walks readers through best-practice, evidence-based media campaigns that fall totally flat. Female condoms are turned into bracelets, AIDS posters become home decorations, red ribbons fade into pink under the sun—to name a few failures. These damaging cultural misfires are not random. Rather, McDonnell makes the case that these disruptions are patterned, widespread, and inevitable—indicative of a broader process of cultural entropy.
This Book was ranked at 32 by Google Books for keyword Entropy.
Book ID of Best Laid Plans's Books is SBbMDAAAQBAJ, Book which was written byTerence E. McDonnellhave ETAG "xmKE6Bo6PIk"
Book which was published by University of Chicago Press since 2016-08-18 have ISBNs, ISBN 13 Code is 9780226382296 and ISBN 10 Code is 022638229X
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Book which have "264 Pages" is Printed at BOOK under CategorySocial Science
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