Can museums and luxury brands’ perceptions be compared? How a survey and semiotics help decipher the French collective psyche, relative to cultural and commercial identities
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Gwenaelle de Kerret
Abstract
Museums and luxury brands are today getting more and more involved with each other, in their communications as in their activities. While brands are looking for a cultural recognition, museums need additional sources of funding and program events and exhibitions related to fashion creators. Obviously, luxury brands and museums share common values, as they belong to cultural identity. But to what extent can their collective psyche be compared? Are there common structures of imagery between brands and museums? These questions have been explored in research conducted in France. Combining semiotics with a quantitative method, it casts a new light on the question of social identities and their impact on the public. It reveals that brands and museums both present an embedded architecture of imagery, in which specific visual signs stand as metonymic embodiment. It also questions the notion of myth, as universal and archaic symbols appear to lay in both cultural and commercial representations.
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© 2018 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- The gap between instruction (plan) and situated action: A challenge to semiotics?
- “What makes a reasoning sound” is the proof of its truth: A reconstruction of Peirce’s semiotics as epistemic logic, and why he did not complete his realistic revolution
- Can museums and luxury brands’ perceptions be compared? How a survey and semiotics help decipher the French collective psyche, relative to cultural and commercial identities
- Peirce, evolutionary aesthetics, and literary meaning: Tension, index, symbol
- On the concept of “sign” in the Hebrew Bible
- The role of séméiotique in François Delsarte’s aesthetics
- The lens of firstness: Shamanic/Aboriginal culture as cosmos-sign
- Translating like a conduit? A sociosemiotic analysis of modality in Chinese government press conference interpreting
- The Peircean order of signification and its encoding system in Chinese landscape painting
- Les valeurs culturelles des cafés contemporains Coréens : Analyse sémiotique des pratiques des consommateurs
- Iconic silence: A semiotic paradox or a semiotic paragon?
- Darth Vader in Ukraine: On the boundary between reality and mythology
- Stance markers in television news presentation: Expressivity of eyebrow flashes in the delivery of news
- Review article/Compte rendu
- La sémiotique des formes de vie, un nouveau tournant ?
Articles in the same Issue
- Frontmatter
- The gap between instruction (plan) and situated action: A challenge to semiotics?
- “What makes a reasoning sound” is the proof of its truth: A reconstruction of Peirce’s semiotics as epistemic logic, and why he did not complete his realistic revolution
- Can museums and luxury brands’ perceptions be compared? How a survey and semiotics help decipher the French collective psyche, relative to cultural and commercial identities
- Peirce, evolutionary aesthetics, and literary meaning: Tension, index, symbol
- On the concept of “sign” in the Hebrew Bible
- The role of séméiotique in François Delsarte’s aesthetics
- The lens of firstness: Shamanic/Aboriginal culture as cosmos-sign
- Translating like a conduit? A sociosemiotic analysis of modality in Chinese government press conference interpreting
- The Peircean order of signification and its encoding system in Chinese landscape painting
- Les valeurs culturelles des cafés contemporains Coréens : Analyse sémiotique des pratiques des consommateurs
- Iconic silence: A semiotic paradox or a semiotic paragon?
- Darth Vader in Ukraine: On the boundary between reality and mythology
- Stance markers in television news presentation: Expressivity of eyebrow flashes in the delivery of news
- Review article/Compte rendu
- La sémiotique des formes de vie, un nouveau tournant ?
