the Female Body GOVERNING

Biopolitical Media 191
Anti-Drug Media Campaign, while the American Legacy Foundation
spent a similar amount to discourage smoking (Hornick, 2002, p. xii).
In this context, the fi nancing of PCI’s media production requires that
numerous international, state, and private donor organizations continue
to believe that mass communication is a successful means by which to
change behavior.
Established in 1985, PCI is a U.S.-based nongovernmental organization
(NGO) 2 dedicated to the promotion of family planning practices, gender
equality, environmental protection, and AIDS prevention. With total
annual revenues averaging $3,894,809 over the 3-year period between
1997 and 1999, comprised entirely of public grants and private contributions,
PCI qualifi es as a tax-exempt charity under section 501(c)(3) of
the IRS Code, and is eligible to receive tax-deductible contributions
(Charities Review Council of Minnesota, 2002). PCI’s total annual
expenses during this time averaged $3,417,241. Of this amount, 76% of
expenses were allocated directly to PCI’s programs, 16% to management
and general expenses, and 8% to fund-raising. Also during this 3-year
period, individual contributions accounted for 23.8% of PCI’s annual
revenue, with the remaining 76.2% from foundations or organizations
(Charities Review Council of Minnesota, 2002). PCI’s funding sources for
fi scal year 2000 included a $1.8 million grant from the William H. Gates
Foundation and a grant from the United Nations Educational, Scientifi c
and Cultural Organization’s (UNESCO) International Program for
the Development of Communication (IPDC). PCI works in partnership
with “government ministries, NGOs, individual radio and television
stations, and an assortment of private-sector agencies” in 22 countries
across 5 continents. A central element in PCI’s media campaigns is the
production of “carefully researched and culturally sensitive radio and
television soap operas . . . [designed to] motivate individuals to adopt
new attitudes and behaviors . . .” (UNESCO, p. 3). Over the past 20 years
PCI has become a well-known institutional actor in a global culture
industry associated with the design of mass media health campaigns,
and as such increasingly relies on experts in media effects research.
Modern forms of government generate a close relation between
the production and dissemination of expertise and strategies of rule.
Expertise requires the socialization of individuals into the standards of
judgment comporting to an ethical and disciplinary code leading to its
professionalization (Johnson, 1993). The relation between professional
expertise and government is reciprocal. The ability to launch a new
health communication campaign requires the languages of human
and biomedical sciences to calculate, classify, and categorize reality so
that this same reality can be known in a form that makes it amenable