Peter Stockinger is Professor of Language, Information and Communication Sciences at the Institut national des langues et civilisations orientales (Inalco), Paris, France. He also conducts research at the Centre Internet et Société (CIS), CNRS.

• Introduction ixChapter 1. The Communication Domain 11.1. Introduction 11.2. Communication as a culture of doing 21.3. The communication ecosystem 81.4. Strategic communication 111.5. Organizational communication 161.6. The communication contract 23Chapter 2. A General Methodological Framework 292.1. Introduction 292.2. The communication campaign 302.3. Communication expertise 362.4. Communication policy 412.5. The communication project 472.6. Objectives and ecosystem of a communication campaign 542.7. Communication scenario and implementation 592.8. Communication campaign audit and evaluation 632.9. Management of a communication campaign 682.10. Communication campaign preservation and enhancement 70Chapter 3. The Realization Process of Communicative Doing 753.1. Introduction 753.2. A canon of core communication processes 763.3. Implementation and progress of a communication activity 803.4. Message appropriation 853.4.1. The life cycle of the message appropriation process 863.4.2. Control of the message appropriation process 933.5. Communicative doing plan and program 963.6. Narrative framework and controlled realization model of communicative doing 1023.7. Communicative doing: the ergastic and anagnoretic dimensions 1063.8. Dramaturgy and communication campaign 110Chapter 4. The Objectives of Communicative Doing 1154.1. Introduction 1154.2. Communication motives and objectives 1164.3. Semiotic and strategic value of the message. 1234.4. A general framework for campaign objectives setting 1274.5. Campaign objectives qualification process 132Chapter 5. Milieu and Area of Action of Communicative Doing 1415.1. Introduction 1415.2. The status of the milieu in a communication project 1425.2.1. The given milieu in a communication project 1425.2.2. The milieu's other status in a communication project 1465.3. Situating a communication campaign in its milieu 1495.4. The action area of a communication project 1555.5. Environmental features influencing communicative doing 160Chapter 6. The Actor and the Communicative Doing 1656.1. Introduction 1656.2. The actor as character 1666.3. Action roles in a communication project 1716.4. The actorial milieu in the communication ecosystem. 1816.5. Cognitive and potestative dispositions to communicate 1866.6. Emotional dispositions to communicate 1916.7. The trust of actors in a communication activity 1976.8. The will to participate in a communication activity 202Chapter 7. Genres and Scenarios of Communicative Doing 2077.1. Introduction 2077.2. Genre, scenario and communication contract 2087.3. Scenarization of a communication activity 2147.4. The resources of communicative doing 2177.5. The reliability of a communication activity's contribution 221Chapter 8. The Contribution (Service) of Communicative Doing 2318.1. Introduction 2318.2. The message domain of reference 2328.3. Brand and communication object 2368.3.1. The brand and its signifying environment 2368.3.2. Design of the reference domain of a brand 2408.4. Message and life cycle of a communication activity 247Chapter 9. Elements of the Conceptual Design of a Communication Campaign 2559.1. Introduction 2559.2. The conceptual design of a communication campaign 2569.3. Specification of the phases and actions of a communication campaign 2609.4. The specification of a communication campaign's message 2689.4.1. The specification of message themes and information 2699.4.2. The specification of narration of thematized information 2729.4.3. The specification of the expression and staging of message content 2769.5. The specification of the media sphere and supports of a communication campaign 280Conclusion 285References 287Index 313

Peter Stockinger is Professor of Language, Information and Communication Sciences at the Institut national des langues et civilisations orientales (Inalco), Paris, France. He also conducts research at the Centre Internet et Société (CIS), CNRS.

• Introduction ixChapter 1. The Communication Domain 11.1. Introduction 11.2. Communication as a culture of doing 21.3. The communication ecosystem 81.4. Strategic communication 111.5. Organizational communication 161.6. The communication contract 23Chapter 2. A General Methodological Framework 292.1. Introduction 292.2. The communication campaign 302.3. Communication expertise 362.4. Communication policy 412.5. The communication project 472.6. Objectives and ecosystem of a communication campaign 542.7. Communication scenario and implementation 592.8. Communication campaign audit and evaluation 632.9. Management of a communication campaign 682.10. Communication campaign preservation and enhancement 70Chapter 3. The Realization Process of Communicative Doing 753.1. Introduction 753.2. A canon of core communication processes 763.3. Implementation and progress of a communication activity 803.4. Message appropriation 853.4.1. The life cycle of the message appropriation process 863.4.2. Control of the message appropriation process 933.5. Communicative doing plan and program 963.6. Narrative framework and controlled realization model of communicative doing 1023.7. Communicative doing: the ergastic and anagnoretic dimensions 1063.8. Dramaturgy and communication campaign 110Chapter 4. The Objectives of Communicative Doing 1154.1. Introduction 1154.2. Communication motives and objectives 1164.3. Semiotic and strategic value of the message. 1234.4. A general framework for campaign objectives setting 1274.5. Campaign objectives qualification process 132Chapter 5. Milieu and Area of Action of Communicative Doing 1415.1. Introduction 1415.2. The status of the milieu in a communication project 1425.2.1. The given milieu in a communication project 1425.2.2. The milieu's other status in a communication project 1465.3. Situating a communication campaign in its milieu 1495.4. The action area of a communication project 1555.5. Environmental features influencing communicative doing 160Chapter 6. The Actor and the Communicative Doing 1656.1. Introduction 1656.2. The actor as character 1666.3. Action roles in a communication project 1716.4. The actorial milieu in the communication ecosystem. 1816.5. Cognitive and potestative dispositions to communicate 1866.6. Emotional dispositions to communicate 1916.7. The trust of actors in a communication activity 1976.8. The will to participate in a communication activity 202Chapter 7. Genres and Scenarios of Communicative Doing 2077.1. Introduction 2077.2. Genre, scenario and communication contract 2087.3. Scenarization of a communication activity 2147.4. The resources of communicative doing 2177.5. The reliability of a communication activity's contribution 221Chapter 8. The Contribution (Service) of Communicative Doing 2318.1. Introduction 2318.2. The message domain of reference 2328.3. Brand and communication object 2368.3.1. The brand and its signifying environment 2368.3.2. Design of the reference domain of a brand 2408.4. Message and life cycle of a communication activity 247Chapter 9. Elements of the Conceptual Design of a Communication Campaign 2559.1. Introduction 2559.2. The conceptual design of a communication campaign 2569.3. Specification of the phases and actions of a communication campaign 2609.4. The specification of a communication campaign's message 2689.4.1. The specification of message themes and information 2699.4.2. The specification of narration of thematized information 2729.4.3. The specification of the expression and staging of message content 2769.5. The specification of the media sphere and supports of a communication campaign 280Conclusion 285References 287Index 313

Peter Stockinger is Professor of Language, Information and Communication Sciences at the Institut national des langues et civilisations orientales (Inalco), Paris, France. He also conducts research at the Centre Internet et Société (CIS), CNRS.

• Introduction ixChapter 1. The Communication Domain 11.1. Introduction 11.2. Communication as a culture of doing 21.3. The communication ecosystem 81.4. Strategic communication 111.5. Organizational communication 161.6. The communication contract 23Chapter 2. A General Methodological Framework 292.1. Introduction 292.2. The communication campaign 302.3. Communication expertise 362.4. Communication policy 412.5. The communication project 472.6. Objectives and ecosystem of a communication campaign 542.7. Communication scenario and implementation 592.8. Communication campaign audit and evaluation 632.9. Management of a communication campaign 682.10. Communication campaign preservation and enhancement 70Chapter 3. The Realization Process of Communicative Doing 753.1. Introduction 753.2. A canon of core communication processes 763.3. Implementation and progress of a communication activity 803.4. Message appropriation 853.4.1. The life cycle of the message appropriation process 863.4.2. Control of the message appropriation process 933.5. Communicative doing plan and program 963.6. Narrative framework and controlled realization model of communicative doing 1023.7. Communicative doing: the ergastic and anagnoretic dimensions 1063.8. Dramaturgy and communication campaign 110Chapter 4. The Objectives of Communicative Doing 1154.1. Introduction 1154.2. Communication motives and objectives 1164.3. Semiotic and strategic value of the message. 1234.4. A general framework for campaign objectives setting 1274.5. Campaign objectives qualification process 132Chapter 5. Milieu and Area of Action of Communicative Doing 1415.1. Introduction 1415.2. The status of the milieu in a communication project 1425.2.1. The given milieu in a communication project 1425.2.2. The milieu's other status in a communication project 1465.3. Situating a communication campaign in its milieu 1495.4. The action area of a communication project 1555.5. Environmental features influencing communicative doing 160Chapter 6. The Actor and the Communicative Doing 1656.1. Introduction 1656.2. The actor as character 1666.3. Action roles in a communication project 1716.4. The actorial milieu in the communication ecosystem. 1816.5. Cognitive and potestative dispositions to communicate 1866.6. Emotional dispositions to communicate 1916.7. The trust of actors in a communication activity 1976.8. The will to participate in a communication activity 202Chapter 7. Genres and Scenarios of Communicative Doing 2077.1. Introduction 2077.2. Genre, scenario and communication contract 2087.3. Scenarization of a communication activity 2147.4. The resources of communicative doing 2177.5. The reliability of a communication activity's contribution 221Chapter 8. The Contribution (Service) of Communicative Doing 2318.1. Introduction 2318.2. The message domain of reference 2328.3. Brand and communication object 2368.3.1. The brand and its signifying environment 2368.3.2. Design of the reference domain of a brand 2408.4. Message and life cycle of a communication activity 247Chapter 9. Elements of the Conceptual Design of a Communication Campaign 2559.1. Introduction 2559.2. The conceptual design of a communication campaign 2569.3. Specification of the phases and actions of a communication campaign 2609.4. The specification of a communication campaign's message 2689.4.1. The specification of message themes and information 2699.4.2. The specification of narration of thematized information 2729.4.3. The specification of the expression and staging of message content 2769.5. The specification of the media sphere and supports of a communication campaign 280Conclusion 285References 287Index 313