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El. knyga: Cultural Mediations of Brands: Unadvertization and Quest for Authority

  • Formatas: PDF+DRM
  • Išleidimo metai: 10-Jan-2020
  • Leidėjas: ISTE Ltd and John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119694663
Kitos knygos pagal šią temą:
Cultural Mediations of Brands: Unadvertization and Quest for AuthorityDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 10-Jan-2020
  • Leidėjas: ISTE Ltd and John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119694663
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Brands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture.





The communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.
Foreword ix
Acknowledgements xiii
Introduction xv
Part 1 Adapting the Media Model
1(52)
Introduction to Part 1
3(2)
Chapter 1 Legitimacy and Foundations of Authority Through Media Appropriation
5(10)
1.1 Speaking out: power
5(3)
1.2 The porosity of the boundary between advertising and journalism: a tradition
8(5)
1.3 The media and advertising thought process
13(2)
Chapter 2 The Media Opportunism of Brands and Its Silences
15(12)
2.1 Virtues of inscription-embodiment material and editorial design
15(3)
2.2 Media design
18(1)
2.3 A media ideal, engagement and circulation
19(4)
2.4 The journalist: the guarantor, a contemporary hero of public speech
23(2)
2.5 A social power
25(2)
Chapter 3 A Media of One's Own: Brands and the Struggle for Auctoriality
27(10)
3.1 The rise of native advertising
27(2)
3.2 Engagement and defection in advertising methods
29(2)
3.3 The Internet and the regeneration of a common concept
31(1)
3.4 The auctoriality in question
32(1)
3.5 Auctoriality of brands and joumalistic claims
33(4)
Chapter 4 Changes in the Media Landscape and Transfers of Authority
37(16)
4.1 Procedures for exploiting journalists
37(1)
4.2 New categorizations
38(3)
4.3 Pre-eminence of the channel and media changes
41(5)
4.4 Media and reciprocal configurations
46(3)
Conclusion to Part 1
49(4)
Part 2 Asserting Intellectual Authority through Knowledge Mediation
53(58)
Introduction to Part 2
55(4)
Chapter 5 Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment
59(10)
5.1 From learning to education, a leitmotif of marketing
59(5)
5.2 The manufacture of a brand ethos
64(5)
Chapter 6 Virtues and Modalities of Ordinary Subordination in the Commercial Environment
69(10)
6.1 Educating the consumer
69(4)
6.2 Modalities of didactic impressiveness: from prescription to solicitude
73(6)
Chapter 7 The Institutionalized Didactic Position: The Masterly Hold
79(12)
7.1 Institutionalization of knowledge mobilized for brands
80(3)
7.2 The "missions" of educational kits
83(8)
Chapter 8 The Temptations of Scientific Mediation
91(20)
8.1 Scientific mediation and expertise: a construction of authorities in the public space
91(3)
8.2 Figurations and partnership instrumentalization
94(6)
8.3 The missions of the Danone Institute
100(7)
Conclusion to Part 2
107(4)
Part 3 Investing Social Memory Through Cultural Mediation
111(52)
Introduction to Part 3
113(4)
Chapter 9 Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space
117(12)
9.1 The "cultural being" that has become a communicative object: mediation through ranking
118(5)
9.2 Cultural mediation: creating interpretations for the public
123(6)
Chapter 10 From Event Management to Patrimonialization
129(16)
10.1 A museum event
130(4)
10.2 Carder's presence at the Grand Palais: occupying the space, being admired, being recognized
134(5)
10.3 The challenges of patrimonialization: mediation and authority
139(6)
Chapter 11 The Conditions for Institutionalization
145(18)
11.1 Lack of essentialism of value and categorization
146(2)
11.2 Sustainability
148(6)
11.3 Public configuration
154(5)
Conclusion to Part 3
159(4)
Part 4 Brands: From Mediations to Communicative Matrices of Social Authority
163(48)
Introduction to Part 4
165(2)
Chapter 12 Brands: Mediation Devices for Symbolic Effectiveness
167(12)
12.1 The conditions of mediation: misappropriation, predilection, and adjustments
168(3)
12.2 The brand: a mediation system
171(8)
Chapter 13 A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility
179(14)
13.1 Building relational devices
179(4)
13.2 Creating credibility, rhetoric of forgetting and persuasion
183(3)
13.3 The brand: a reproducible semiotic management
186(7)
Chapter 14 The Brand That Has Become a Communication Matrix
193(18)
14.1 The expansion of brand engineering: from unconscious thinking to organizational maieutics
193(4)
14.2 Social displacements and communicative derivations: branding as a process of action and play in competition
197(4)
14.3 From management to symbolic management: a generalized extension
201(8)
Conclusion to Part 4
209(2)
Bibliography 211(12)
Index 223
Caroline Marti is a Professor in SIC (Information and Communication Sciences) at CELSA, Sorbonne University, France and researcher at GRIPIC (Interdisciplinary Research Group on Information and Communication Processes). She also leads and supervises research in marketing and consumption with an Information and Communication Sciences approach.
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