L’actualité de l’art dans la presse des marques en ligne : fabrique du lecteur consommateur

Brand journalism is defined around two functions: informing readers on topics related to the business sector of the company and consolidating connections with the prospect. Actor of marketing content, this media corpus knows a considerable proliferation on the web. This article observes the problematic role of the brand press in mediating and acculturating to online art. The news on products designed by urban art creator in collaboration with fashion brands has provided an interesting opportunity to observe the phenomenon. The semio-linguistic analysis of a brief try to demonstrate how the editorial and economic strategies of the brand affect the informations presented to the audience considered as a web art audience.