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Beste verlegte Pläne: Kulturelle Entropie und die Entschlüsselung von AIDS-Medienkampagnen...-
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eBay-Artikelnr.:386833879342
Artikelmerkmale
- Artikelzustand
- Book Title
- Best Laid Plans : Cultural Entropy and the Unraveling of AIDS Med
- ISBN
- 9780226382159
- Subject Area
- Social Science, Health & Fitness, History
- Publication Name
- Best Laid Plans : Cultural Entropy and the Unraveling of Aids Media Campaigns
- Publisher
- University of Chicago Press
- Item Length
- 0.9 in
- Subject
- Africa / West, Sociology / General, Diseases / Aids & Hiv, Anthropology / Cultural & Social
- Publication Year
- 2016
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.1 in
- Item Weight
- 13.9 Oz
- Item Width
- 0.6 in
- Number of Pages
- 264 Pages
Über dieses Produkt
Product Identifiers
Publisher
University of Chicago Press
ISBN-10
022638215X
ISBN-13
9780226382159
eBay Product ID (ePID)
26038272887
Product Key Features
Number of Pages
264 Pages
Language
English
Publication Name
Best Laid Plans : Cultural Entropy and the Unraveling of Aids Media Campaigns
Publication Year
2016
Subject
Africa / West, Sociology / General, Diseases / Aids & Hiv, Anthropology / Cultural & Social
Type
Textbook
Subject Area
Social Science, Health & Fitness, History
Format
Trade Paperback
Dimensions
Item Height
0.1 in
Item Weight
13.9 Oz
Item Length
0.9 in
Item Width
0.6 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2015-048929
Dewey Edition
23
Reviews
McDonnell opens an important and necessary door in this book. It is one that culture scholars (even the most ardent nonmaterialists among them) should consider following him through., Best Laid Plans compels us to question how nonprofits, governments, and corporations manipulate meaning. Whether it is the public health campaigns in Ghana promoting HIV prevention or the promotion of political candidates or branded commodities, we find conflicts between the meanings marketers want to convey and the understandings the target audiences privilege. This book offers a biography of public relations campaigns that have largely missed their mark and asks why. How do meanings, practices, and audiences interact to promote behavior change? And why do audiences use products and services in ways that the marketers did not intend? The answers are surprising and the explanations strong., 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., Best Laid Plans makes a significant contribution to sociological scholarship about AIDS, combining global, cultural, and organizational sociology. McDonnell's main theory of cultural entropy is useful beyond the case of AIDS campaigns in Ghana. Scholars of culture will find it a helpful concept for understanding how culture is received, taken up, and used in innovative and sometimes subversive ways. This is a smart, innovative, and compelling book., Best Laid Plans is well written with smart analysis and presents a useful theoretical lens that will surely find wide application. Highly recommended., Best Laid Plans compels us to question how nonprofits, governments, and corporations manipulate meaning. Whether it is the public health campaigns in Ghana promoting HIV prevention or the promotion of political candidates or branded commodities, we find conflicts between the meanings marketers want to convey and the understandings the target audiences privilege. This book offers a biography of public relations campaigns that have largely missed their mark and asks why. How do meanings, practices, and audiences interact in to promote behavior change? And why do audiences use products and services in ways that the marketers did not intend? The answers are surprising and the explanations strong., McDonnell provides powerful insights into cultural entropy that systematically undermined the effectiveness of AIDS campaigns in Ghana. . . . The verbatim quotes, many pictures and posters, vignettes, and personal experiences make Best Laid Plans a well-written book. It is appropriate for graduate students in public health, sociology, psychology, communication, and media studies. It is also an important read for health educators and health workers across the globe who work for health promotion and interventions. This book also provides much important information for entrepreneurs who use advertisements or campaigns to persuade clients., Best Laid Plans makes a significant contribution to sociological scholarship about AIDS, combining global, cultural, and organizational sociology. Alongside its broad theoretical contributions, the book reads easily and the narrative is compellingly told. McDonnell's main theory of cultural entropy is useful beyond the case of AIDS campaigns in Ghana. Scholars of culture will find it a helpful concept for understanding how culture is received, taken up, and used in innovative and sometimes subversive ways. This is a smart, innovative, and compelling book., Best Laid Plans compels us to question how nonprofits, governments, and corporations manipulate meaning. Whether it is the public health campaigns in Ghana promoting HIV prevention or the promotion of political candidates or branded commodities, we find conflicts between the meanings marketers want to convey and the understandings the target audiences privilege. This book offers a biography of public relations campaigns that have largely missed their mark and asks why. How do meanings, practices, and audiences interact to promote behavior change? And why do audiences use products and services in ways that the marketers did not intend? The answers are surprising and the explanations strong.
Illustrated
Yes
Dewey Decimal
362.19697/92009667
Table Of Content
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
Synopsis
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., McDonnell here offers some startling new ways to think about propaganda, specifically about health campaigns. He uses HIV/AIDS media campaigns in Ghana as his case, laying out efforts to control and organize how local communities make sense of the disease. Using media to change people's sexual practices involves evidence-based design, opinion leaders in the design process, and getting all organizations behind a single message. But these campaigns hardly ever work. Why? They are subject to cultural misfires: they are disrupted by misinterpretation and misuse. Enter "cultural entropy"--this concept identifies a process through which intended meanings and uses of propaganda (and other cultural objects) fracture into alternative meanings, new practices, failed interactions, and blatant disregard. The book shows with exquisite ethnographic details how the AIDS media campaigns succumb to cultural entropy: e.g., how people turn female condoms into bracelets, AIDS posters go missing from public postings and become home décor, and red ribbons fade into pink ribbons under the sun. Cultural entropy is a disruption process that affects things as well as symbols. Cultural entropy offers a new explanation for the failure of AIDS campaigns specifically and modern interventions broadly., 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.
LC Classification Number
P96.A392G46 2016
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