Cultural Mediations of Brands

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Caroline Marti. Cultural Mediations of Brands

Table of Contents

List of Illustrations

Guide

Pages

Cultural Mediations of Brands. Unadvertization and Quest for Authority

Foreword. The Economy in its Culture

Acknowledgements

Introduction

I.1. Cultural proposals and commercial mediation. I.1.1. A strange mediation

I.1.2. From cultural proposals to unadvertization and figuration

I.2. Observing the cultural figurations of brands to build their authority. I.2.1. Observation of a quest for control, a perimeter to be defined

I.2.2. Position

I.2.3. The disgrace of commercial communication

I.3. Communication, the object of discourse. I.3.1. The denial of a permanent evolution

I.3.2. Denunciation of a communication to be rebuilt

I.4. Cultural mediation as a bypass. I.4.1. Assimilation strategies and position of authority

I.4.2. The particular modalities of a cultural mediation

I.4.3. Overall movement

Introduction to Part 1

1. Legitimacy and Foundations of Authority Through Media Appropriation

1.1. Speaking out: power

1.2. The porosity of the boundary between advertising and journalism: a tradition

1.3. The media and advertising thought process

2. The Media Opportunism of Brands and Its Silences

2.1. Virtues of inscription-embodiment material and editorial design

2.2. Media design

2.3. A media ideal, engagement and circulation

2.4. The journalist: the guarantor, a contemporary hero of public speech

2.5. A social power

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

3.1. The rise of native advertising

3.2. Engagement and defection in advertising methods

3.3. The Internet and the regeneration of a common concept

3.4. The auctoriality in question

3.5. Auctoriality of brands and journalistic claims

4. Changes in the Media Landscape and Transfers of Authority

4.1. Procedures for exploiting journalists

4.2. New categorizations

4.3. Pre-eminence of the channel and media changes

4.4. Media and reciprocal configurations

Conclusion to Part 1

Introduction to Part 2

5. Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment

5.1. From learning to education, a leitmotif of marketing

5.2. The manufacture of a brand ethos

6. Virtues and Modalities of Ordinary Subordination in the Commercial Environment

6.1. Educating the consumer

6.2. Modalities of didactic impressiveness: from prescription to solicitude

7. The Institutionalized Didactic Position: The Masterly Hold

7.1. Institutionalization of knowledge mobilized for brands

7.2. The “missions” of educational kits

8. The Temptations of Scientific Mediation

8.1. Scientific mediation and expertise: a construction of authorities in the public space

8.2. Figurations and partnership instrumentalization

8.3. The missions of the Danone Institute

Conclusion to Part 2

Introduction to Part 3

9. Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space

9.1. The “cultural being” that has become a communicative object: mediation through ranking

9.2. Cultural mediation: creating interpretations for the public

10. From Event Management to Patrimonialization

10.1. A museum event

10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized

10.3. The challenges of patrimonialization: mediation and authority

11. The Conditions for Institutionalization

11.1. Lack of essentialism of value and categorization

11.2. Sustainability

11.3. Public configuration

Conclusion to Part 3

Introduction to Part 4

12. Brands: Mediation Devices for Symbolic Effectiveness

12.1. The conditions of mediation: misappropriation, predilection, and adjustments

12.2. The brand: a mediation system

13. A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility

13.1. Building relational devices

13.2. Creating credibility, rhetoric of forgetting and persuasion

13.3. The brand: a reproducible semiotic management

14. The Brand That Has Become a Communication Matrix

14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics

14.2. Social displacements and communicative derivations: branding as a process of action and play in competition

14.3. From management to symbolic management: a generalized extension

Conclusion to Part 4

Bibliography. References

Business texts

Press articles and websites

Index. A

B, C

D

E

H, I, K

L, M

N, P

R, S, U

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Communication Approaches to Commercial Mediation Set

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This perceived impurity raises questions. In countries other than France, particularly English-speaking countries and Japan, it is not so significant, as the mass culture of which brand emanations are a part of has the reputation of being perceived in a more favorable and homogeneous way. In France, this continuum seems unevenly acceptable. It is undeniably linked to the representations that innervate our personal and collective encyclopedias. The view that we can take of hybridization phenomena only makes sense in terms of the production of categorizations. The categories to which we refer are thus structuring our vision of the world. As paradigms and patterns evolve, my way of observing may appear obsolete in some time, several years or decades, since our representations transform our opposition systems as practices evolve9.

The cultural figurations of brands that I will present are the result of a search for value and the intense and broad form of what Barthes (1991) described when he evoked advertising, the commercial motivation being “doubled by a much broader representation, since it makes the reader communicate with the major human themes” (author’s translation).

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