book

Cultural Mediations of Brands

by Caroline Marti

February 2020

Intermediate to advanced

266 pages

6h 36m

English

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Contents

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

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PART 2Asserting Intellectual Authority through Knowledge Mediation

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Publisher Resources

ISBN: 9781786304575Purchase book