Devices for Symbolic Effectiveness 12.1. The conditions of mediation: misappropriation, predilection, and adjustments 12.2. The brand: a mediation system 13 A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility 13.1. Building relational devices 13.2. Creating credibility, rhetoric of forgetting and persuasion 183 13.3. The brand: a reproducible semiotic management 14 The Brand That Has Become a Communication Matrix 14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 14.2. Social displacements and communicative derivations: branding as a process of action and play in competition 14.3. From management to symbolic management: a generalized extension Conclusion to Part 4
10 Index
List of Illustrations
1 Chapter 14Figure 14.1. Translations of “Je suis Charlie” in circulation
Guide
1 Cover
2 Table of Contents
Pages
1 v
2 iii
3 iv
4 ix
5 x
6 xi
7 xii
8 xiii
9 xv
10 xvi
11 xvii
12 xviii
13 xix
14 xx
15 xxi
16 xxii
17 xxiii
18 xxiv
19 xxv
20 xxvi
21 xxvii
22 xxviii
23 xxix
24 xxx
25 xxxi
26 xxxii
27 xxxiii
28 xxxiv
29 xxxv
30 1
31 3
32 4
33 5
34 6
35 7
36 8
37 9
38 10
39 11
40 12
41 13
42 14
43 15
44