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

3A Media of One’s Own: Brands and the Struggle for Auctoriality

Media investment through capitalization of social memory has become more professional and has developed to the point of becoming a real market.

Native advertising, as a relatively new phenomenon of brand building, is the emblematic case I have chosen to highlight media appropriation in the service of brands. It shows the communicational mutations because it is a complex example:

– it is unclear despite the objectivizing nature of the expression that portrays it as a new category, and seeing it brandished prompts us to question the stakes of its epiphany and the beliefs associated with it, linked to the Internet;
– it highlights the opportunities offered by technological transformations, a pretext for changes in frameworks, and therefore for possible changes in the balance of power and status. Recently, it has made it possible to identify transformations in the media landscape, but also in the organizational landscape of marketing departments and agencies.

3.1. The rise of native advertising

The following account combines an anecdotal experience with journalistic data on the subject to describe the emergence and circulation of a phenomenon in formation. This composite narrative is nevertheless oriented, as the elements mentioned allow me to point out certain facts and raise a certain number of questions to understand what is at stake in this emergence. In this atmosphere of the birth of a phenomenon, the beliefs ...