The Art of Communication

Introduction ix Chapter 1. The Communication Domain 1 1.1. Introduction 1 1.2. Communication as a culture of doing 2 1.3. The communication ecosystem 8 1.4. Strategic communication 11 1.5. Organizational communication 16 1.6. The communication contract 23 Chapter 2. A General Methodological Framework 29 2.1. Introduction 29 2.2. The communication campaign 30 2.3. Communication expertise 36 2.4. Communication policy 41 2.5. The communication project 47 2.6. Objectives and ecosystem of a communication campaign 54 2.7. Communication scenario and implementation 59 2.8. Communication campaign audit and evaluation 63 2.9. Management of a communication campaign 68 2.10. Communication campaign preservation and enhancement 70 Chapter 3. The Realization Process of Communicative Doing 75 3.1. Introduction 75 3.2. A canon of core communication processes 76 3.3. Implementation and progress of a communication activity 80 3.4. Message appropriation 85 3.4.1. The life cycle of the message appropriation process 86 3.4.2. Control of the message appropriation process 93 3.5. Communicative doing plan and program 96 3.6. Narrative framework and controlled realization model of communicative doing 102 3.7. Communicative doing: the ergastic and anagnoretic dimensions 106 3.8. Dramaturgy and communication campaign 110 Chapter 4. The Objectives of Communicative Doing 115 4.1. Introduction 115 4.2. Communication motives and objectives 116 4.3. Semiotic and strategic value of the message. 123 4.4. A general framework for campaign objectives setting 127 4.5. Campaign objectives qualification process 132 Chapter 5. Milieu and Area of Action of Communicative Doing 141 5.1. Introduction 141 5.2. The status of the milieu in a communication project 142 5.2.1. The given milieu in a communication project 142 5.2.2. The milieu's other status in a communication project 146 5.3. Situating a communication campaign in its milieu 149 5.4. The action area of a communication project 155 5.5. Environmental features influencing communicative doing 160 Chapter 6. The Actor and the Communicative Doing 165 6.1. Introduction 165 6.2. The actor as character 166 6.3. Action roles in a communication project 171 6.4. The actorial milieu in the communication ecosystem. 181 6.5. Cognitive and potestative dispositions to communicate 186 6.6. Emotional dispositions to communicate 191 6.7. The trust of actors in a communication activity 197 6.8. The will to participate in a communication activity 202 Chapter 7. Genres and Scenarios of Communicative Doing 207 7.1. Introduction 207 7.2. Genre, scenario and communication contract 208 7.3. Scenarization of a communication activity 214 7.4. The resources of communicative doing 217 7.5. The reliability of a communication activity's contribution 221 Chapter 8. The Contribution (Service) of Communicative Doing 231 8.1. Introduction 231 8.2. The message domain of reference 232 8.3. Brand and communication object 236 8.3.1. The brand and its signifying environment 236 8.3.2. Design of the reference domain of a brand 240 8.4. Message and life cycle of a communication activity 247 Chapter 9. Elements of the Conceptual Design of a Communication Campaign 255 9.1. Introduction 255 9.2. The conceptual design of a communication campaign 256 9.3. Specification of the phases and actions of a communication campaign 260 9.4. The specification of a communication campaign's message 268 9.4.1. The specification of message themes and information 269 9.4.2. The specification of narration of thematized information 272 9.4.3. The specification of the expression and staging of message content 276 9.5. The specification of the media sphere and supports of a communication campaign 280 Conclusion 285 References 287 Index 313