Cultural mediations of brands : unadvertization and quest for authority /

Brands, 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 i...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Marti, Caroline
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Hoboken, NJ : ISTE, Ltd. ; Wiley, 2020.
Colección:Communication approaches to commercial mediation set ; v. 1.
Temas:
Marketing > Management.
Marketing > Gestion.
BUSINESS & ECONOMICS > Conflict Resolution & Mediation.
Marketing > Management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Half-Title Page
  • Title Page
  • Copyright Page
  • Contents
  • 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 thei rauthority
  • 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
  • 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
  • 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

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