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

Content preview from Cultural Mediations of Brands

2The Media Opportunism of Brands and Its Silences

The medium used to promote a brand is not insignificant. It has virtues that provide opportunities to promote brands.

The editorial form – whether a magazine, newspaper or program – is invested in because it constitutes a unique project, supported by a specific writing platform: paper, television or computer screen.

The case of the paper press as the communication and media model chosen to promote a brand is favored for analysis. The press gradually carries values: textual value linked to the communicative virtues of paper and writing, relational value linked to the virtues of a genre, and finally social value linked to the virtues of a power to express a world order. It is intensely charged with a social memory, a major object of the influence for brand development.

2.1. Virtues of inscription-embodiment material and editorial design

Traditional press paper is an apparently banal material, as it is so common and ever-present, but it contains a value in the communication of brands when they appropriate the media form of a magazine.

Today, paper is often associated with a certain passivity because it is emblematic of a communication thought of as obsolete since the advent of the Internet; it has indeed suffered from the progression of audiovisual media, renowned for their technicality, their modernity, and their possibilities for “interaction”. Nevertheless, it remains an essential “classic” of communication, haloed with its ...