Table of Contents 1
Cover
2
Foreword
4
Introduction
I.1. Cultural proposals and commercial mediation
I.2. Observing the cultural figurations of brands to build their authority
I.3. Communication, the object of discourse
I.4. Cultural mediation as a bypass
5
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
6
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
8.3. The missions of the Danone Institute
Conclusion to Part 2
7
PART 3: Investing Social Memory Through Cultural Mediation
Introduction to Part 3
9 Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space
9.1. The “cultural being” that has become a communicative object: mediation through ranking
9.2. Cultural mediation: creating interpretations for the public
10 From Event Management to Patrimonialization
10.1. A museum event
10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized
10.3. The challenges of patrimonialization: mediation and authority
11 The Conditions for Institutionalization
11.1. ack of essentialism of value and categorization
11.2. Sustainability
11.3. Public configuration
Conclusion to Part 3
8
PART 4: Brands: From Mediations to Communicative Matrices of Social Authority
Introduction to Part 4
12
