Best Laid Plans: Cultural Entropy And The Unraveling Of Aids Media Campaigns

Paperback | August 18, 2016

byTerence E. Mcdonnell

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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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From the Publisher

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 impr...

Terence E. McDonnell is the Kellogg Assistant Professor of Sociology at the University of Notre Dame.
Format:PaperbackDimensions:264 pages, 9 × 6 × 0.6 inPublished:August 18, 2016Publisher:University of Chicago PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:022638215X

ISBN - 13:9780226382159

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Table of Contents

Introduction
1 Cultural Entropy
2 The Cultural Topography of Accra
3 “Best” Practices
4 Imagined Audiences and Cultural Ombudsmen
5 Displacement and Decay: Materiality, Space, and Interpretation
6 Scare Tactics: Interpreting Images of Death, Illness, and Life
Conclusion
     Methodological Appendix: Social Iconography
     Acknowledgments
     References
     Notes
     Index

Editorial Reviews

“Materiality has moved squarely to the center of sociological inquiry thanks to McDonnell’s pathbreaking work. ‘Cultural entropy’ and ‘taking cultural objects as objects’ extends our theoretical understanding of socio-communicative processes, while McDonnell’s acute readings of urban landscapes and mediascapes offer an entirely fresh view of cities in all their semiotic multiplicity. This book changes the way we see the world.”