Jump to ContentJump to Main Navigation
Best Laid Plans
Users without a subscription are not able to see the full content.

Best Laid Plans: Cultural Entropy and the Unraveling of Aids Media Campaigns

Terence E. McDonnell

Abstract

Organizations strive to create campaign messages that yield clear, consistent, and resonant interpretations that motivate people to buy their product, support their cause, vote for their candidate, or take active steps to improve or protect their health. However, once these campaigns leave the controlled environments of focus groups, advertising agencies, and stakeholder meetings to circulate through public space, people interpret and use campaigns in ways the designers never intended. Best Laid Plans explains why these instrumental-rational attempts to persuade the public through culture and ... More

Keywords: cultural entropy, cultural objects, persuasion, media campaigns, HIV, Ghana, best practices, rationalization, failure, AIDS

Bibliographic Information

Print publication date: 2016 Print ISBN-13: 9780226382012
Published to Chicago Scholarship Online: May 2017 DOI:10.7208/chicago/9780226382296.001.0001

Authors

Affiliations are at time of print publication.

Terence E. McDonnell, author
University of Notre Dame