BRANDS, MEDIAS AND MOVIE AWARDS: TOWARD A CO-PUBLICITARIZATION OF CULTURAL INFORMATION

Abstract

The study of the relationships between brands and medias based on the case of French cinematographic prizes allows to disclose four progressive levels of the brands investment in the ‘awardory’ economy, which all serve a symbolic capitalization purpose: the classic partnership, the strengthened partnership through the practice of prize’s naming, the strategic organization of heteronomous prizes attached to a renowned apparatus, and finally organization of autonomous prizes. These four forms of depublicitarization frequently require consensual publicitarization of the medias, which invites to consider the collaboration between brands and medias as a place of copublicitarization of cultural information.