Cultural Mediations of Brands. Caroline Marti

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

      9  Bibliography

      10  Index

      11  End User License Agreement

      List of Illustrations

      1 Chapter 14Figure 14.1. Translations of “Je suis Charlie” in circulation

      Guide

      1  Cover

      2 Table of Contents

      3  Begin Reading

      Pages

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