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

10From Event Management to Patrimonialization

The relationship between heritage and brands is not recent and often takes the form of sponsorship, which is useful to counterbalance commercial information. Institutional communication gives philanthropic reach to companies whose vocation is to produce profits and dividends.

Other forms of communication have emerged, a little different, with brands that are not simply seen as mere providers of funding, but as the main instigators of cultural operations. Multiple exhibitions and even museums have been set up in recent years by different brands, mainly luxury brands.

The variety of deployments is reminiscent of the phenomenon observed in the first part of the book on the media. This is another form of social claim with the manifestation of the desire to pre-empt the cultural space and to address audiences directly.

The heterogeneity of the representations of brands associated with the objects shown in the museum spaces testifies to the opportunities that professionals seize, the creativity they demonstrate, the richness of the symbolic activity deployed around the brands, and the semiotic possibilities thus opened up.

But the heterogeneous nature of certain museum appropriations cannot hide, alongside their peripheral and rather insignificant nature, the strong social ambition of certain brands, in search of a heritage that is commensurate with their desire for hegemony.