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Introduction to Part 4
12 Brands: Mediation 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
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8 xiii
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11 xvii
12 xviii
13 xix
14 xx
15 xxi
16 xxii
17 xxiii
18 xxiv
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