The place and role of sociology of branding in teaching of communication disciplines
Journal Title: Соціологія: теорія, методи, маркетинг - Year 2018, Vol 1, Issue
Abstract
The first program for the course Sociology of Branding (communicative advertising), a new discipline to the Ukrainian higher education system, is built on the absorption and conceptualization of general marketing approaches to branding, integration of interdisciplinary research and its adaptation via a modified thesaurus of sociological studies. This program is developed on the principles of sociological analysis and is based on the works of the Kyiv school of cybernetics and social modeling, on the method of epistemic matrices, theoretical concepts of the metaphysics of totality, triadic model of semiosis in social systems, along with the axiological model of collective consciousness. The program revises the hierarchy of communications strategies, establishes the precedence of branding in the system of marketing communications (advertising, PR, direct marketing, sales promotion), and introduces new analytical tools (Bounty-model). A roadmap has been proposed for training professionals qualified to interpret the morphologies of communications strategies of branding, soft power, reflexive control, strategic communications, managed chaos, and equipped to handle those strategies.
Authors and Affiliations
TETIANA BAHAEVA
Keywords
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