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Cover -- Half-Title Page -- Title Page -- Copyright Page -- Contents -- Foreword: The Economy in its Culture -- Acknowledgements -- Introduction -- I.1. Cultural proposals and commercial mediation -- I.1.1. A strange mediation -- I.1.2. From cultural proposals to unadvertization and figuration -- I.2. Observing the cultural figurations of brands to build thei rauthority -- I.2.1. Observation of a quest for control, a perimeter to be defined -- I.2.2. Position -- I.2.3. The disgrace of commercial communication -- I.3. Communication, the object of discourse

I.3.1. The denial of a permanent evolution -- I.3.2. Denunciation of a communication to be rebuilt -- I.4. Cultural mediation as a bypass -- I.4.1. Assimilation strategies and position of authority -- I.4.2. The particular modalities of a cultural mediation -- I.4.3. Overall movement -- 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 -- 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

Includes bibliographical references and index.

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.

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