book

Cultural Mediations of Brands

by Caroline Marti

February 2020

Intermediate to advanced

266 pages

6h 36m

English

Wiley-ISTE

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I.1. Cultural proposals and commercial mediationI.2. Observing the cultural figurations of brands to build their authorityI.3. Communication, the object of discourseI.4. Cultural mediation as a bypass
1.1. Speaking out: power1.2. The porosity of the boundary between advertising and journalism: a tradition1.3. The media and advertising thought process
2.1. Virtues of inscription-embodiment material and editorial design2.2. Media design2.3. A media ideal, engagement and circulation2.4. The journalist: the guarantor, a contemporary hero of public speech2.5. A social power
3.1. The rise of native advertising3.2. Engagement and defection in advertising methods3.3. The Internet and the regeneration of a common concept3.4. The auctoriality in question3.5. Auctoriality of brands and journalistic claims
4.1. Procedures for exploiting journalists4.2. New categorizations4.3. Pre-eminence of the channel and media changes4.4. Media and reciprocal configurations

5.1. From learning to education, a leitmotif of marketing5.2. The manufacture of a brand ethos
6.1. Educating the consumer6.2. Modalities of didactic impressiveness: from prescription to solicitude
7.1. Institutionalization of knowledge mobilized for brands7.2. The “missions” of educational kits
8.1. Scientific mediation and expertise: a construction of authorities in the public space8.2. Figurations and partnership instrumentalization8.3. The missions of the Danone Institute
9.1. The “cultural being” that has become a communicative object: mediation through ranking9.2. Cultural mediation: creating interpretations for the public
10.1. A museum event10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized10.3. The challenges of patrimonialization: mediation and authority
11.1. ack of essentialism of value and categorization11.2. Sustainability11.3. Public configuration
12.1. The conditions of mediation: misappropriation, predilection, and adjustments12.2. The brand: a mediation system
13.1. Building relational devices13.2. Creating credibility, rhetoric of forgetting and persuasion 18313.3. The brand: a reproducible semiotic management
14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics14.2. Social displacements and communicative derivations: branding as a process of action and play in competition14.3. From management to symbolic management: a generalized extension

Overview

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.