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Best laid plans : cultural entropy and the unraveling of AIDS media campaigns

Author: Terence E McDonnell
Publisher: Chicago : The University of Chicago Press, 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
We see it all the time: organisations strive to persuade the public to change beliefs or behaviour 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  Read more...
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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Terence E McDonnell
ISBN: 9780226382296 022638229X 9780226382012 022638201X
OCLC Number: 990322046
Notes: Previously issued in print: 2016.
Target Audience: Specialized.
Description: 1 online resource : illustrations (black and white)
Responsibility: Terence E. McDonnell.

Abstract:

We see it all the time: organisations strive to persuade the public to change beliefs or behaviour 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 this work, Terence E. McDonnell explains why these attempts at mass persuasion often fail so badly.

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"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."--American Read more...

 
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