{"product_id":"cultural-mediations-of-brands-unadvertization-and-quest-for-authority-hardback-9781786304575","title":"Cultural Mediations of Brands; Unadvertization and Quest for Authority (Hardback) 9781786304575","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eCultural Mediations of Brands\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eUnadvertization and Quest for Authority\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eCaroline Marti (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781786304575, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 14 February 2020\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e266 pages\u003cbr\u003e23.9 x 16.3 x 2.5 cm, 0.567 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eBrands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture.\u003c\/p\u003e\n\u003cp\u003e  \u003c\/p\u003e\n\u003cp\u003eThe communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eAcknowledgements xiii\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1. Adapting the Media Model \u003c\/b\u003e\u003cb\u003e1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction to Part 1 \u003c\/b\u003e\u003cb\u003e3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1. Legitimacy and Foundations of Authority Through Media Appropriation \u003c\/b\u003e\u003cb\u003e5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1. Speaking out: power 5\u003c\/p\u003e \u003cp\u003e1.2. The porosity of the boundary between advertising and journalism: a tradition 8\u003c\/p\u003e \u003cp\u003e1.3. The media and advertising thought process 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2. The Media Opportunism of Brands and Its Silences \u003c\/b\u003e\u003cb\u003e15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2.1. Virtues of inscription-embodiment material and editorial design 15\u003c\/p\u003e \u003cp\u003e2.2. Media design 18\u003c\/p\u003e \u003cp\u003e2.3. A media ideal, engagement and circulation 19\u003c\/p\u003e \u003cp\u003e2.4. The journalist: the guarantor, a contemporary hero of public speech 23\u003c\/p\u003e \u003cp\u003e2.5. A social power 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3. A Media of One’s Own: Brands and the Struggle for Auctoriality \u003c\/b\u003e\u003cb\u003e27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3.1. The rise of native advertising 27\u003c\/p\u003e \u003cp\u003e3.2. Engagement and defection in advertising methods 29\u003c\/p\u003e \u003cp\u003e3.3. The Internet and the regeneration of a common concept 31\u003c\/p\u003e \u003cp\u003e3.4. The auctoriality in question 32\u003c\/p\u003e \u003cp\u003e3.5. Auctoriality of brands and journalistic claims 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4. Changes in the Media Landscape and Transfers of Authority \u003c\/b\u003e\u003cb\u003e37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4.1. Procedures for exploiting journalists 37\u003c\/p\u003e \u003cp\u003e4.2. New categorizations 38\u003c\/p\u003e \u003cp\u003e4.3. Pre-eminence of the channel and media changes 41\u003c\/p\u003e \u003cp\u003e4.4. Media and reciprocal configurations 46\u003c\/p\u003e \u003cp\u003eConclusion to Part 1 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2. Asserting Intellectual Authority through Knowledge Mediation \u003c\/b\u003e\u003cb\u003e53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction to Part 2 \u003c\/b\u003e\u003cb\u003e55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5. Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment \u003c\/b\u003e\u003cb\u003e59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5.1. From learning to education, a leitmotif of marketing 59\u003c\/p\u003e \u003cp\u003e5.2. The manufacture of a brand ethos 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6. Virtues and Modalities of Ordinary Subordination in the Commercial Environment \u003c\/b\u003e\u003cb\u003e69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6.1. Educating the consumer 69\u003c\/p\u003e \u003cp\u003e6.2. Modalities of didactic impressiveness: from prescription to solicitude 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7. The Institutionalized Didactic Position: The Masterly Hold \u003c\/b\u003e\u003cb\u003e79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7.1. Institutionalization of knowledge mobilized for brands 80\u003c\/p\u003e \u003cp\u003e7.2. The “missions” of educational kits 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8. The Temptations of Scientific Mediation \u003c\/b\u003e\u003cb\u003e91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e8.1. Scientific mediation and expertise: a construction of authorities in the public space 91\u003c\/p\u003e \u003cp\u003e8.2. Figurations and partnership instrumentalization 94\u003c\/p\u003e \u003cp\u003e8.3. The missions of the Danone Institute 100\u003c\/p\u003e \u003cp\u003eConclusion to Part 2 107\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3. Investing Social Memory Through Cultural Mediation \u003c\/b\u003e\u003cb\u003e111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction to Part 3 \u003c\/b\u003e\u003cb\u003e113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9. Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space \u003c\/b\u003e\u003cb\u003e117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9.1. The “cultural being” that has become a communicative object: mediation through ranking 118\u003c\/p\u003e \u003cp\u003e9.2. Cultural mediation: creating interpretations for the public 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10. From Event Management to Patrimonialization \u003c\/b\u003e\u003cb\u003e129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e10.1. A museum event 130\u003c\/p\u003e \u003cp\u003e10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized 134\u003c\/p\u003e \u003cp\u003e10.3. The challenges of patrimonialization: mediation and authority 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11. The Conditions for Institutionalization \u003c\/b\u003e\u003cb\u003e145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11.1. Lack of essentialism of value and categorization 146\u003c\/p\u003e \u003cp\u003e11.2. Sustainability 148\u003c\/p\u003e \u003cp\u003e11.3. Public configuration 154\u003c\/p\u003e \u003cp\u003eConclusion to Part 3 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4. Brands: From Mediations to Communicative Matrices of Social Authority \u003c\/b\u003e\u003cb\u003e163 Introduction to Part 4 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12. Brands: Mediation Devices for Symbolic Effectiveness \u003c\/b\u003e\u003cb\u003e167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e12.1. The conditions of mediation: misappropriation, predilection, and adjustments 168\u003c\/p\u003e \u003cp\u003e12.2. The brand: a mediation system 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13. A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility \u003c\/b\u003e\u003cb\u003e179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e13.1. Building relational devices 179\u003c\/p\u003e \u003cp\u003e13.2. Creating credibility, rhetoric of forgetting and persuasion 183\u003c\/p\u003e \u003cp\u003e13.3. The brand: a reproducible semiotic management 186\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14. The Brand That Has Become a Communication Matrix \u003c\/b\u003e\u003cb\u003e193\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 193\u003c\/p\u003e \u003cp\u003e14.2. Social displacements and communicative derivations: branding as a process of action and play in competition 197\u003c\/p\u003e \u003cp\u003e14.3. From management to symbolic management: a generalized extension 201\u003c\/p\u003e \u003cp\u003eConclusion to Part 4 209\u003c\/p\u003e \u003cp\u003eBibliography 211\u003c\/p\u003e \u003cp\u003eIndex 223\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-ISTE","offers":[{"title":"Brand New","offer_id":52446735794456,"sku":"9781786304575","price":114.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781786304575.jpg?v=1785112478","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/cultural-mediations-of-brands-unadvertization-and-quest-for-authority-hardback-9781786304575","provider":"Freshly Printed Books","version":"1.0","type":"link"}