Cultural Mediations of Brands

Book description

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.

Table of contents

  1. Cover
  2. Foreword
  3. Acknowledgments
  4. Introduction
    1. I.1. Cultural proposals and commercial mediation
    2. I.2. Observing the cultural figurations of brands to build their authority
    3. I.3. Communication, the object of discourse
    4. I.4. Cultural mediation as a bypass
  5. PART 1: Adapting the Media Model
    1. Introduction to Part 1
    2. 1 Legitimacy and Foundations of Authority Through Media Appropriation
      1. 1.1. Speaking out: power
      2. 1.2. The porosity of the boundary between advertising and journalism: a tradition
      3. 1.3. The media and advertising thought process
    3. 2 The Media Opportunism of Brands and Its Silences
      1. 2.1. Virtues of inscription-embodiment material and editorial design
      2. 2.2. Media design
      3. 2.3. A media ideal, engagement and circulation
      4. 2.4. The journalist: the guarantor, a contemporary hero of public speech
      5. 2.5. A social power
    4. 3 A Media of One’s Own: Brands and the Struggle for Auctoriality
      1. 3.1. The rise of native advertising
      2. 3.2. Engagement and defection in advertising methods
      3. 3.3. The Internet and the regeneration of a common concept
      4. 3.4. The auctoriality in question
      5. 3.5. Auctoriality of brands and journalistic claims
    5. 4 Changes in the Media Landscape and Transfers of Authority
      1. 4.1. Procedures for exploiting journalists
      2. 4.2. New categorizations
      3. 4.3. Pre-eminence of the channel and media changes
      4. 4.4. Media and reciprocal configurations
      5. Conclusion to Part 1
  6. PART 2: Asserting Intellectual Authority through Knowledge Mediation
    1. Introduction to Part 2
    2. 5 Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment
      1. 5.1. From learning to education, a leitmotif of marketing
      2. 5.2. The manufacture of a brand ethos
    3. 6 Virtues and Modalities of Ordinary Subordination in the Commercial Environment
      1. 6.1. Educating the consumer
      2. 6.2. Modalities of didactic impressiveness: from prescription to solicitude
    4. 7 The Institutionalized Didactic Position: The Masterly Hold
      1. 7.1. Institutionalization of knowledge mobilized for brands
      2. 7.2. The “missions” of educational kits
    5. 8 The Temptations of Scientific Mediation
      1. 8.1. Scientific mediation and expertise: a construction of authorities in the public space
      2. 8.2. Figurations and partnership instrumentalization
      3. 8.3. The missions of the Danone Institute
      4. Conclusion to Part 2
  7. PART 3: Investing Social Memory Through Cultural Mediation
    1. Introduction to Part 3
    2. 9 Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space
      1. 9.1. The “cultural being” that has become a communicative object: mediation through ranking
      2. 9.2. Cultural mediation: creating interpretations for the public
    3. 10 From Event Management to Patrimonialization
      1. 10.1. A museum event
      2. 10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized
      3. 10.3. The challenges of patrimonialization: mediation and authority
    4. 11 The Conditions for Institutionalization
      1. 11.1. ack of essentialism of value and categorization
      2. 11.2. Sustainability
      3. 11.3. Public configuration
      4. Conclusion to Part 3
  8. PART 4: Brands: From Mediations to Communicative Matrices of Social Authority
    1. Introduction to Part 4
    2. 12 Brands: Mediation Devices for Symbolic Effectiveness
      1. 12.1. The conditions of mediation: misappropriation, predilection, and adjustments
      2. 12.2. The brand: a mediation system
    3. 13 A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility
      1. 13.1. Building relational devices
      2. 13.2. Creating credibility, rhetoric of forgetting and persuasion 183
      3. 13.3. The brand: a reproducible semiotic management
    4. 14 The Brand That Has Become a Communication Matrix
      1. 14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics
      2. 14.2. Social displacements and communicative derivations: branding as a process of action and play in competition
      3. 14.3. From management to symbolic management: a generalized extension
      4. Conclusion to Part 4
  9. Bibliography
  10. Index
  11. End User License Agreement

Product information

  • Title: Cultural Mediations of Brands
  • Author(s): Caroline Marti
  • Release date: February 2020
  • Publisher(s): Wiley-ISTE
  • ISBN: 9781786304575