Читать книгу Cultural Mediations of Brands - Caroline Marti - Страница 2
ОглавлениеTable of Contents
1 Cover
2 Foreword
4 Introduction I.1. Cultural proposals and commercial mediation I.2. Observing the cultural figurations of brands to build their authority I.3. Communication, the object of discourse I.4. Cultural mediation as a bypass
5 PART 1: Adapting the Media Model 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
6 PART 2: Asserting Intellectual Authority through Knowledge Mediation 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
7 PART 3: Investing Social Memory Through Cultural Mediation 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. ack of essentialism of value and categorization 11.2. Sustainability 11.3. Public configuration Conclusion to Part 3
8 PART 4: Brands: From Mediations to Communicative Matrices of Social Authority 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 183 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
10 Index
List of Illustrations
1 Chapter 14Figure 14.1. Translations of “Je suis Charlie” in circulation
Pages
1 v
2 iii
3 iv
4 ix
5 x
6 xi
7 xii
8 xiii
9 xv
10 xvi
11 xvii
12 xviii
13 xix
14 xx
15 xxi
16 xxii
17 xxiii
18 xxiv
19 xxv
20 xxvi
21 xxvii
22 xxviii
23 xxix
24 xxx
25 xxxi
26 xxxii
27 xxxiii
28 xxxiv
29 xxxv
30 1
31 3
32 4
33 5
34 6
35 7
36 8
37 9
38 10
39 11
40 12
41 13
42 14
43 15
44 16
45 17
46 18
47 19
48 20
49 21
50 22
51 23
52 24
53 25
54 26
55 27
56 28
57 29
58 30
59 31
60 32
61 33
62 34
63 35
64 36
65 37
66 38
67 39
68 40
69 41
70 42
71 43
72 44
73 45
74 46
75 47
76 49
77 50
78 51
79 53
80 55
81 56
82 57
83 59
84 60
85 61
86 62
87 63
88 64
89 65
90 66
91 67
92 69
93 70
94 71
95 72
96 73
97 74
98 75
99 76
100 77
101 79
102 80
103 81
104 82
105 83
106 84
107 85
108 86
109 87
110 88
111 89
112 91
113 92
114 93
115 94
116 95
117 96
118 97
119 98
120 99
121 100
122 101
123 102
124 103
125 104
126 105
127 107
128 108
129 109
130 111
131 113
132 114
133 115
134 116
135 117
136 118
137 119
138 120
139 121
140 122
141 123
142 124
143 125
144 126
145 127
146 129
147 130
148 131
149 132
150 133
151 134
152 135
153 136
154 137
155 138
156 139
157 140
158 141
159 142
160 143
161 145
162 146
163 147
164 148
165 149
166 150
167 151
168 152
169 153
170 154
171 155
172 156
173 157
174 159
175 160
176 161
177 162
178 163
179 165
180 166
181 167
182 168
183 169
184 170
185 171
186 172
187 173
188 174
189 175
190 176
191 177
192 178
193 179
194 180
195 181
196 182
197 183
198 184
199 185
200 186
201 187
202 188
203 189
204 190
205 191
206 193
207 194
208 195
209 196
210 197
211 198
212 199
213 200
214 201
215 202
216 203
217 204
218 205
219 206
220 207
221 209
222 210
223 211
224 212
225 213
226 214
227 215
228 216
229 217
230 218
231 219
232 220
233 221
234 222
235 223
236 224
237 225
238 226
239 227
240 228
241 229
242 230
243 231
