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Cultural Mediations of Brands

Caroline Marti
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      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.
      Format: Hardback CONTRIBUTORS: Caroline Marti EAN: 9781786304575 COUNTRY: United Kingdom PAGES: WEIGHT: 567 g HEIGHT: 239 cm
      PUBLISHED BY: ISTE Ltd and John Wiley & Sons Inc DATE PUBLISHED: 2020-02-14 CITY: GENRE: BUSINESS & ECONOMICS / General WIDTH: 163 cm SPINE:

      Book Themes:

      Sales and marketing

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      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.
      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.
      Format: Hardback CONTRIBUTORS: Caroline Marti EAN: 9781786304575 COUNTRY: United Kingdom PAGES: WEIGHT: 567 g HEIGHT: 239 cm
      PUBLISHED BY: ISTE Ltd and John Wiley & Sons Inc DATE PUBLISHED: 2020-02-14 CITY: GENRE: BUSINESS & ECONOMICS / General WIDTH: 163 cm SPINE:

      Book Themes:

      Sales and marketing

      Customer Reviews

      Be the first to write a review
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      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.

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