Читать книгу Cultural Mediations of Brands - Caroline Marti - Страница 22

The media are the legitimate means of expression in the social space. We then understand the interest of brand managers in appropriating media discourse to communicate in a different way. While the discursive struggle to position oneself in the market involves affirmations to assert one’s existence and offering, it consists also of trying to master their voice. The media influence for brands is becoming a major issue in this context. In light of the interconnectivity – of day-to-day systems – of corporate marketing departments and of media companies, the balance of relationships incorporates pressure and the search for control.