{"id":21754,"date":"2019-08-10T14:14:29","date_gmt":"2019-08-10T13:14:29","guid":{"rendered":"https:\/\/www.istegroup.com\/?post_type=product&#038;p=21754"},"modified":"2024-01-03T13:43:15","modified_gmt":"2024-01-03T13:43:15","slug":"les-mediations-culturelles-des-marques","status":"publish","type":"product","link":"https:\/\/www.istegroup.com\/en\/produit\/les-mediations-culturelles-des-marques\/","title":{"rendered":"Les m\u00e9diations culturelles des marques"},"content":{"rendered":"<p>Les marques, entit\u00e9s \u00e9conomiques et symboliques majeures des m\u00e9diations marchandes, s\u2019affichent de plus en plus dans l\u2019espace social comme des acteurs culturels \u00e0 part enti\u00e8re. Leur qu\u00eate de l\u00e9gitimit\u00e9 sociale pour faire autorit\u00e9 sur des march\u00e9s d\u00e9passe ainsi le cadre habituel de leur communication, avec des initiatives qui marquent d\u00e9sormais le paysage culturel fran\u00e7ais. M\u00e9dias, \u00ab contenus \u00bb num\u00e9riques, kits p\u00e9dagogiques, expositions de marques, etc., sont les gestes d\u2019une d\u00e9publicitarisation qui pr\u00e9tend transformer le rapport des marques aux publics et, au-del\u00e0, les repr\u00e9sentations des savoirs et de la culture.<\/p>\n<p>L\u2019approche communicationnelle au c\u0153ur de cet ouvrage \u00e9claire les transformations contemporaines de la communication, avec la mise en exergue de trois grands types de m\u00e9diations : m\u00e9diatiques, didactiques et culturelles \u00e0 vocation patrimoniale. <em>Les m\u00e9diations culturelles des marques<\/em> livre ainsi une analyse th\u00e9orique et critique de la marque et de l\u2019efficacit\u00e9 symbolique qui lui est attribu\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marques, entit\u00e9s \u00e9conomiques et symboliques majeures des m\u00e9diations marchandes, s\u2019affichent de plus en plus dans l\u2019espace social comme des acteurs culturels \u00e0 part enti\u00e8re. Leur qu\u00eate de l\u00e9gitimit\u00e9 sociale pour faire autorit\u00e9 sur des march\u00e9s d\u00e9passe ainsi le cadre habituel de leur communication, avec des initiatives qui marquent d\u00e9sormais le paysage culturel fran\u00e7ais. M\u00e9dias, [&hellip;]<\/p>\n","protected":false},"featured_media":21761,"template":"","meta":{"_acf_changed":false,"_links_to":"","_links_to_target":""},"product_brand":[],"product_cat":[3262],"product_tag":[],"class_list":{"0":"post-21754","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-non-classe","8":"first","9":"instock","10":"shipping-taxable","11":"purchasable","12":"product-type-variable"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les m\u00e9diations culturelles des marques - ISTE Group<\/title>\n<meta name=\"description\" content=\"L\u2019approche communicationnelle au c\u0153ur de cet ouvrage \u00e9claire les transformations contemporaines de la communication, avec la mise en exergue de trois grands types de m\u00e9diations : m\u00e9diatiques, didactiques et culturelles \u00e0 vocation patrimoniale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.istegroup.com\/fr\/produit\/les-mediations-culturelles-des-marques\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les m\u00e9diations culturelles des marques - 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