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
