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Brand Equity Planning with Structuralist Rhetorical Semiotics
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.
Cultural Mediations of Brands
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.
The Faces and Stakes of Brand Insertion
With traditional forms of advertisement facing increasing challenges, brand placement - the integration of a product or brand in a work of art - has exploded. It has become a lucrative phenomenon whose goal is to produce a reaction of purchase in the mind of the receiver (reader, viewer or listener). This volume seeks to complement extant studies of product placement strategies by introducing a methodology more systematically related to the field of cultural studies, especially where the reception and impact of product placement are concerned. It explores the many iterations of brand placement in popular culture, with a consideration of the crossover between advertisement and art in everythi...
Analysing Websites
From a cluster of interconnected HTML pages to online service platforms, websites are constantly changing in form and function. These transformations have led, on the one hand, to human and social sciences renewing or inventing analytical methodologies; and on the other hand, to a reconsideration of the practices of non-specialists and digital professionals. The Web factory is equally included on the agenda of communication training, according to an alternative approach that is complementary to the one that has been implemented for computer scientists. From these two perspectives and drawing upon several case studies, Analyzing Websites presents epistemological and methodological contributions from researchers in Information and Communication Sciences exploring websites as sociotechnical, semi-discursive and communicational devices. This study covers website design as well as their integration into the digital strategies of organizations in the public, associative and private sectors.
Hyperdocumentation
The term "hyperdocumentation" is a hyperbole that seems to characterize a paradox. The leading discussions on this topic bring in diverse ideas such as that of data, the fantasy of Big Data, cloud computing, artificial intelligence, algorithmic processing, the flow of information and the outstanding successes of disinformation. The purpose of this book is to show that the current context of documentation is just another step in human construction that has been ongoing for not centuries but millennia and which, since the end of the 19th century, has been accelerating. Coined by Paul Otlet in 1934 in his Traite de Documentation, "hyperdocumentation" refers to the concept of documentation that is constantly being expanded and extended in its functionalities and prerogatives. While, according to Otlet, everything could potentially be documented in this way, increasingly we find that it is our lives that are being hyperdocumented. Hyperdocumentation manifests as an increase not only in the quantity of information that is processed but also in its scope, as information is progressively integrated across areas that were previously poorly documented or even undocumented.
The Rise of Transtexts
This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe. On the one hand exists industrial transmedia texts, produced by supposedly authoritative authors or entities and directed to active audiences in the aim of fostering engagement. On the other hand are fan-produced transmedia texts, primarily intended for fellow members of the fan communities, with the Internet allowing for connections and collaboration between fans. Through both case studies and more general analyses of audience participation and reception, employing the artistic, marketing, textual, industrial, cultural, social, geographical, technological, historical, financial and legal perspectives, this multidisciplinary collection aims to expand our understanding of both transmedia storytelling and fan-produced transmedia texts.
Les dessous de la publicité
La publicité est un sujet paradoxal : dans les enquêtes d’opinion, elle est souvent critiquée et taxée de manipulation. Pire, on prédit sa disparition, au profit de nouvelles formes de réclames plus discrètes : influenceurs, « brand content », ciblage direct, etc. Grâce à de nombreux témoignages et études de cas, cet ouvrage décrypte les métamorphoses que connaît actuellement la publicité (réseaux sociaux, intelligence artificielle…) : adaptation de la forme et des contenus des médias à la publicité (publicitarisation);apparente disparition de celle-ci (dépublicitarisation);saturation de l’espace médiatique (hyperpublicitarisation);conquête de nouveaux espacesâ€...
Journalismes spécialisés à l’ère numérique
Le journalisme est à la fois un et multiple. Une des clés pour mieux appréhender les diverses formes de journalisme est le grand écart permanent entre ses tendances à la généralisation et à la spécialisation. En d’autres termes, le fait de se cantonner dans une branche spéciale d’activités ou une exclusivité ne prive-t-il pas le journaliste de toute la richesse d’un regard « généraliste » ? Faut-il envisager les journalismes spécialisés comme une trajectoire dans la carrière journalistique ? Et si oui, qu’est-ce que le numérique apporte ou non dans ces spécialisations ? Les journalismes, comme tant d’autres secteurs de la société, ne sont pas épargnés par la numérisation. L’information journalistique, dès l’étape de sa production et quelle que soit sa forme (texte, son ou image), est désormais un fichier numérique dont les possibilités de circulation semblent infinies, indépendamment du support auquel cette information est destinée à l’origine. Cet ouvrage analyse les enjeux liés aux spécialisations en journalisme à l’ère numérique.
Le cinquième pouvoir : La nouvelle imputabilité des médias...
Ils ont toujours eu des choses à dire concernant les médias et les journalistes, mais leur parole était condamnée au silence dans l'espace public. Avec les blogues, Facebook et Twitter, pour ne nommer que ceux-là , les citoyens peuvent enfin s'exprimer. Dans tous les pays de liberté d'expression, ils exigent davantage de transparence, de responsabilité et d'imputabilité de la part des professionnels de l'information. Leurs critiques sont souvent profanes, virales, impulsives et excessives, mais le contraire est tout aussi vrai. Il n'est pas rare de les voir corriger les journalistes, de les prendre en flagrant délit déontologique et de pointer leurs dérapages. Pour la première fois, des chercheurs francophones se penchent sur ce 5e pouvoir citoyen qui surveille de près le 4e pouvoir médiatique. Il est parfois outrancier, certes, mais il est là pour demeurer. Les médias et les journalistes sont condamnés à converser avec le 5e pouvoir, qui peut les aider bien souvent.
Marques cultes et culte des marques chez les jeunes
Dans un monde où règne la consommation, les marques sont devenues des symboles : portées par les vedettes du sport et du cinéma, exposées au regard de millions de téléspectateurs, parfois gages de qualité ou indices de prestige, elles ne sont plus seulement des véhicules destinés à la promotion d'objets auréolés par la griffe ou le logo. Elles sont aimées, rejetées, discutées, débattues. Sujettes à des passions, elles incarnent pour certains des valeurs et représentent pour d'autres l'appartenance, le bon goût, voire la réussite. De Nike à Apple, de Marvel à McDonald's, cet ouvrage analyse les appropriations et les détournements des marques par les adolescents qui, lentement, entrent dans le monde de l'hyperconsommation que leur présentent les adultes...
