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  1. Bog
  2. Sociale og etiske spørgsmål
  3. Sundhed, sygdom og afhængighed: sociale aspekter

Best Laid Plans

- Cultural Entropy and the Unraveling of AIDS Media Campaigns
Af: Terence E. McDonnell Engelsk Hardback

Best Laid Plans

- Cultural Entropy and the Unraveling of AIDS Media Campaigns
Af: Terence E. McDonnell Engelsk Hardback
Tjek vores konkurrenters priser
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.
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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.
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Produktdetaljer
Sprog: Engelsk
Sider: 264
ISBN-13: 9780226382012
Indbinding: Hardback
Udgave:
ISBN-10: 022638201X
Kategori: Sundhed, sygdom og afhængighed: sociale aspekter
Udg. Dato: 18 aug 2016
Længde: 20mm
Bredde: 294mm
Højde: 238mm
Forlag: The University of Chicago Press
Oplagsdato: 18 aug 2016
Forfatter(e): Terence E. McDonnell
Forfatter(e) Terence E. McDonnell

Kategori Sundhed, sygdom og afhængighed: sociale aspekter

ISBN-13 9780226382012

Sprog Engelsk

Indbinding Hardback

Sider 264

Udgave

Længde 20mm

Bredde 294mm

Højde 238mm

Udg. Dato 18 aug 2016

Oplagsdato 18 aug 2016

Forlag The University of Chicago Press

Kategori sammenhænge