Cultural Mediations of Brands: Unadvertization and Format: Cloth

Caroline Marti

ISBN 10: 1786304570 / ISBN 13: 9781786304575

Published by John Wiley and Sons, 2020

About this Item

Brand New.

Seller Inventory # 9781786304575

Bibliographic Details

• Title: Cultural Mediations of Brands: Unadvertization and Format: Cloth
• Publisher: John Wiley and Sons
• Publication Date: 2020
• Language: English
• ISBN 10: 1786304570
• ISBN 13: 9781786304575
• Binding: Hardcover
• Condition: New

About this title

Synopsis

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 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.

The 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.

About the Author

Caroline Marti is a Professor in SIC (Information and Communication Sciences) at CELSA, Sorbonne University, France and researcher at GRIPIC (Interdisciplinary Research Group on Information and Communication Processes). She also leads and supervises research in marketing and consumption with an Information and Communication Sciences approach.