Caroline Marti is a Professor in SIC (Information and Communication Sciences) at CELSA, Sorbonne University, France and researcher at GRIPIC (Interdisciplinary Research Group on Information and Communication Processes). She also leads and supervises research in marketing and consumption with an Information and Communication Sciences approach.

• Foreword ixAcknowledgements xiiiIntroduction xvPart 1. Adapting the Media Model 1Introduction to Part 1 3Chapter 1. Legitimacy and Foundations of Authority Through Media Appropriation 51.1. Speaking out: power 51.2. The porosity of the boundary between advertising and journalism: a tradition 81.3. The media and advertising thought process 13Chapter 2. The Media Opportunism of Brands and Its Silences 152.1. Virtues of inscription-embodiment material and editorial design 152.2. Media design 182.3. A media ideal, engagement and circulation 192.4. The journalist: the guarantor, a contemporary hero of public speech 232.5. A social power 25Chapter 3. A Media of One’s Own: Brands and the Struggle for Auctoriality 273.1. The rise of native advertising 273.2. Engagement and defection in advertising methods 293.3. The Internet and the regeneration of a common concept 313.4. The auctoriality in question 323.5. Auctoriality of brands and journalistic claims 33Chapter 4. Changes in the Media Landscape and Transfers of Authority 374.1. Procedures for exploiting journalists 374.2. New categorizations 384.3. Pre-eminence of the channel and media changes 414.4. Media and reciprocal configurations 46Conclusion to Part 1 49Part 2. Asserting Intellectual Authority through Knowledge Mediation 53Introduction to Part 2 55Chapter 5. Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment 595.1. From learning to education, a leitmotif of marketing 595.2. The manufacture of a brand ethos 64Chapter 6. Virtues and Modalities of Ordinary Subordination in the Commercial Environment 696.1. Educating the consumer 696.2. Modalities of didactic impressiveness: from prescription to solicitude 73Chapter 7. The Institutionalized Didactic Position: The Masterly Hold 797.1. Institutionalization of knowledge mobilized for brands 807.2. The “missions” of educational kits 83Chapter 8. The Temptations of Scientific Mediation 918.1. Scientific mediation and expertise: a construction of authorities in the public space 918.2. Figurations and partnership instrumentalization 948.3. The missions of the Danone Institute 100Conclusion to Part 2 107Part 3. Investing Social Memory Through Cultural Mediation 111Introduction to Part 3 113Chapter 9. Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space 1179.1. The “cultural being” that has become a communicative object: mediation through ranking 1189.2. Cultural mediation: creating interpretations for the public 123Chapter 10. From Event Management to Patrimonialization 12910.1. A museum event 13010.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized 13410.3. The challenges of patrimonialization: mediation and authority 139Chapter 11. The Conditions for Institutionalization 14511.1. Lack of essentialism of value and categorization 14611.2. Sustainability 14811.3. Public configuration 154Conclusion to Part 3 159Part 4. Brands: From Mediations to Communicative Matrices of Social Authority 163 Introduction to Part 4 165Chapter 12. Brands: Mediation Devices for Symbolic Effectiveness 16712.1. The conditions of mediation: misappropriation, predilection, and adjustments 16812.2. The brand: a mediation system 171Chapter 13. A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility 17913.1. Building relational devices 17913.2. Creating credibility, rhetoric of forgetting and persuasion 18313.3. The brand: a reproducible semiotic management 186Chapter 14. The Brand That Has Become a Communication Matrix 19314.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 19314.2. Social displacements and communicative derivations: branding as a process of action and play in competition 19714.3. From management to symbolic management: a generalized extension 201Conclusion to Part 4 209Bibliography 211Index 223

Caroline Marti is a Professor in SIC (Information and Communication Sciences) at CELSA, Sorbonne University, France and researcher at GRIPIC (Interdisciplinary Research Group on Information and Communication Processes). She also leads and supervises research in marketing and consumption with an Information and Communication Sciences approach.

• Foreword ixAcknowledgements xiiiIntroduction xvPart 1. Adapting the Media Model 1Introduction to Part 1 3Chapter 1. Legitimacy and Foundations of Authority Through Media Appropriation 51.1. Speaking out: power 51.2. The porosity of the boundary between advertising and journalism: a tradition 81.3. The media and advertising thought process 13Chapter 2. The Media Opportunism of Brands and Its Silences 152.1. Virtues of inscription-embodiment material and editorial design 152.2. Media design 182.3. A media ideal, engagement and circulation 192.4. The journalist: the guarantor, a contemporary hero of public speech 232.5. A social power 25Chapter 3. A Media of One’s Own: Brands and the Struggle for Auctoriality 273.1. The rise of native advertising 273.2. Engagement and defection in advertising methods 293.3. The Internet and the regeneration of a common concept 313.4. The auctoriality in question 323.5. Auctoriality of brands and journalistic claims 33Chapter 4. Changes in the Media Landscape and Transfers of Authority 374.1. Procedures for exploiting journalists 374.2. New categorizations 384.3. Pre-eminence of the channel and media changes 414.4. Media and reciprocal configurations 46Conclusion to Part 1 49Part 2. Asserting Intellectual Authority through Knowledge Mediation 53Introduction to Part 2 55Chapter 5. Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment 595.1. From learning to education, a leitmotif of marketing 595.2. The manufacture of a brand ethos 64Chapter 6. Virtues and Modalities of Ordinary Subordination in the Commercial Environment 696.1. Educating the consumer 696.2. Modalities of didactic impressiveness: from prescription to solicitude 73Chapter 7. The Institutionalized Didactic Position: The Masterly Hold 797.1. Institutionalization of knowledge mobilized for brands 807.2. The “missions” of educational kits 83Chapter 8. The Temptations of Scientific Mediation 918.1. Scientific mediation and expertise: a construction of authorities in the public space 918.2. Figurations and partnership instrumentalization 948.3. The missions of the Danone Institute 100Conclusion to Part 2 107Part 3. Investing Social Memory Through Cultural Mediation 111Introduction to Part 3 113Chapter 9. Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space 1179.1. The “cultural being” that has become a communicative object: mediation through ranking 1189.2. Cultural mediation: creating interpretations for the public 123Chapter 10. From Event Management to Patrimonialization 12910.1. A museum event 13010.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized 13410.3. The challenges of patrimonialization: mediation and authority 139Chapter 11. The Conditions for Institutionalization 14511.1. Lack of essentialism of value and categorization 14611.2. Sustainability 14811.3. Public configuration 154Conclusion to Part 3 159Part 4. Brands: From Mediations to Communicative Matrices of Social Authority 163 Introduction to Part 4 165Chapter 12. Brands: Mediation Devices for Symbolic Effectiveness 16712.1. The conditions of mediation: misappropriation, predilection, and adjustments 16812.2. The brand: a mediation system 171Chapter 13. A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility 17913.1. Building relational devices 17913.2. Creating credibility, rhetoric of forgetting and persuasion 18313.3. The brand: a reproducible semiotic management 186Chapter 14. The Brand That Has Become a Communication Matrix 19314.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 19314.2. Social displacements and communicative derivations: branding as a process of action and play in competition 19714.3. From management to symbolic management: a generalized extension 201Conclusion to Part 4 209Bibliography 211Index 223

Caroline Marti is a Professor in SIC (Information and Communication Sciences) at CELSA, Sorbonne University, France and researcher at GRIPIC (Interdisciplinary Research Group on Information and Communication Processes). She also leads and supervises research in marketing and consumption with an Information and Communication Sciences approach.

• Foreword ixAcknowledgements xiiiIntroduction xvPart 1. Adapting the Media Model 1Introduction to Part 1 3Chapter 1. Legitimacy and Foundations of Authority Through Media Appropriation 51.1. Speaking out: power 51.2. The porosity of the boundary between advertising and journalism: a tradition 81.3. The media and advertising thought process 13Chapter 2. The Media Opportunism of Brands and Its Silences 152.1. Virtues of inscription-embodiment material and editorial design 152.2. Media design 182.3. A media ideal, engagement and circulation 192.4. The journalist: the guarantor, a contemporary hero of public speech 232.5. A social power 25Chapter 3. A Media of One’s Own: Brands and the Struggle for Auctoriality 273.1. The rise of native advertising 273.2. Engagement and defection in advertising methods 293.3. The Internet and the regeneration of a common concept 313.4. The auctoriality in question 323.5. Auctoriality of brands and journalistic claims 33Chapter 4. Changes in the Media Landscape and Transfers of Authority 374.1. Procedures for exploiting journalists 374.2. New categorizations 384.3. Pre-eminence of the channel and media changes 414.4. Media and reciprocal configurations 46Conclusion to Part 1 49Part 2. Asserting Intellectual Authority through Knowledge Mediation 53Introduction to Part 2 55Chapter 5. Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment 595.1. From learning to education, a leitmotif of marketing 595.2. The manufacture of a brand ethos 64Chapter 6. Virtues and Modalities of Ordinary Subordination in the Commercial Environment 696.1. Educating the consumer 696.2. Modalities of didactic impressiveness: from prescription to solicitude 73Chapter 7. The Institutionalized Didactic Position: The Masterly Hold 797.1. Institutionalization of knowledge mobilized for brands 807.2. The “missions” of educational kits 83Chapter 8. The Temptations of Scientific Mediation 918.1. Scientific mediation and expertise: a construction of authorities in the public space 918.2. Figurations and partnership instrumentalization 948.3. The missions of the Danone Institute 100Conclusion to Part 2 107Part 3. Investing Social Memory Through Cultural Mediation 111Introduction to Part 3 113Chapter 9. Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space 1179.1. The “cultural being” that has become a communicative object: mediation through ranking 1189.2. Cultural mediation: creating interpretations for the public 123Chapter 10. From Event Management to Patrimonialization 12910.1. A museum event 13010.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized 13410.3. The challenges of patrimonialization: mediation and authority 139Chapter 11. The Conditions for Institutionalization 14511.1. Lack of essentialism of value and categorization 14611.2. Sustainability 14811.3. Public configuration 154Conclusion to Part 3 159Part 4. Brands: From Mediations to Communicative Matrices of Social Authority 163 Introduction to Part 4 165Chapter 12. Brands: Mediation Devices for Symbolic Effectiveness 16712.1. The conditions of mediation: misappropriation, predilection, and adjustments 16812.2. The brand: a mediation system 171Chapter 13. A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility 17913.1. Building relational devices 17913.2. Creating credibility, rhetoric of forgetting and persuasion 18313.3. The brand: a reproducible semiotic management 186Chapter 14. The Brand That Has Become a Communication Matrix 19314.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 19314.2. Social displacements and communicative derivations: branding as a process of action and play in competition 19714.3. From management to symbolic management: a generalized extension 201Conclusion to Part 4 209Bibliography 211Index 223