20305 - CULTURES, MEDIA AND CONSUMPTION

Consumption is a social and cultural phenomenon through which consumers activate and live cultural paradigms conveyed by media.
On one hand, brands are imbued with those cultural paradigms (such as beauty, sociality, identity). A brand is a nexus of cultural meanings. Successful brands are able to capture meanings that are relevant for a given society at a given time. Brands can become icons of their time.
On the other hand, media act as

• discussion platforms where cultural meanings are elaborated and
  
• vehicles through which cultural paradigms enters the brand and are conveyed to the consumers. Cultural themes and paradigms are discussed within media and by media, embedded into brands, and delivered to consumers.

Finally, consumers in a dialogue with brands and media - freely choose the system of cultural meanings that better define their identity.
The objective of the course is to analyze and understand the process linking brands, media and consumption.

• Culture and consumption
• The role of media in consumption
• Brands as cultural symbols.

For non attending students

Written exam.
(Refer to the syllabus for further details regarding the assessment method)

For attending students

Written exams and course assignements.

(Refer to the syllabus for further details regarding the assessment method)

For non - Attending students

• Readings collection (Library and EGEA)
• D. B. HOLT: How Brands Become Icons: The Principles of Cultural Branding, Harvard Business Review Press, 2004.

For attending students

• Readings collection (Library and EGEA)
• Materials provided in class by the teachers.